A bear is hidden in the mountain on the Toblerone logo. The silhouette appears inside the stylized Matterhorn, linking the chocolate brand to Bern, Switzerland, whose coat of arms features a bear.
Toblerone was created in Bern in 1908 by Theodor Tobler and Emil Baumann. Its name combines Tobler’s surname with “torrone,” the Italian word for nougat, the almond-and-honey confection used in the chocolate bar. The mountain image became a central part of the packaging identity.
The hidden bear is easy to miss because it is formed by lighter negative space within the mountain rather than drawn as a separate illustration. The Matterhorn itself is commonly associated with Toblerone, but the bear is the specific local emblem concealed in the design.