Mazda trademarks a new logo (and fans spot an intriguing hidden message)

Designers aren't the only ones who get keyed up over new logos. A flurry of excited rumours among car enthusiasts on online forums has greeted a new logo trademark application filed by the Japanese carmaker Mazda. What's all the fuss about? Well, it turns out that one of a series of new trademark applications shows a logo that's very reminiscent of the manufacturer's famous Wankel rotary engine.

While the logo in question shows a letter 'e', its outline resembles the rotor of a Wankel, a type of engine that became popular with hot rodders due to its high power to weight ratio but which has been out of production for years. The trademark application has revived hopes that a new hybrid car with a rotary engine is about to cross the starting line (see our top tips for logo design for more on how to create a successful logo).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.