We are bombarded with branding every day. Logos are everywhere, and often we see them so frequently that's it's hard to see the REAL messaging behind them. Who didn't have a jaw-dropping duh moment upon discovering that hidden arrow in the FedEx logo? Genius, amirite? The meaning behind the McDonald's logo is a bit less subtle. Long ago, in an era that precedes our free-the-nipple thinking, side-boob bearing, and progressive under-boob revealing society, the fetishization of women's breasts was a more covert operation. So much so that a group of ad men subliminally decided to use them as inspiration for what we now know as the "double arches," which are a pair of mammary glands. Once you see it, it's difficult to unsee. While this news isn't new, it's begun trending thanks to a recent story about the fast-food chain on FoodBeast . Writer Isai Rocha refers to the book Fast Food Nation : The Dark Side of the All-American Meal by Eric Schlosser, who tells the story of America's most popular food chain. In a nutshell, McDonald's wanted to change its logo and called in design consultant Louis Cheskin.Cheskin convinced the company that customers respond to the curved shapes, reminiscent of a woman's body. He noted it "had Freudian applications to the subconscious mind of the consumer." People like breasts. There you have it, marketing at its finest.