Overview

• A TikTok creator highlighted on July 29 that the angled red ‘i’ and its serifs in Lidl’s logo resemble a dog playing a piano.
• The video went viral within hours, drawing hundreds of comments from shoppers who alternately confirmed and denied seeing the canine figure.
• Supermarket rival Aldi joined the conversation with a tongue-in-cheek comment that it could only spot the dog when its eyes were closed.
• Design expert Richard Lau of LOGO.com said unintentional logo details can drive strong customer engagement and cited the FedEx arrow as a comparable example.
• The ongoing online debate illustrates how pareidolia can reshape public perception of long-standing brand imagery.