By Richard Spillett Companies spend millions on carefully-crafting their logos and slogans in the hope they will bring customers flocking. But, as part of a new online craze, their efforts are being mocked by people telling huge firms what they really think of their products and services. So-called 'honest slogans' are being shared by millions online as web-users photoshop existing logos to poke fun at big companies and their ad men. Originating from a blog by US graphic designer Clif Dickens, the images have now gone worldwide, with Lego, Pizza Hut and Ikea among the companies targeted. The re-worked version of Ikea's famous logo pokes fun at the difficulty customers sometimes have in putting together the flat-pack furniture
@highlight
Online images mock famous companies by re-working their logos and slogans to tell jokes about their products
@highlight
Targets of the internet craze include multinationals such as Ikea, Pizza Hut, Sprite, Gillette and Subway
The strong baking smell which emanates from @placeholder sandwich shops is the subject of this version of the company's iconic logo