The Toblerone logo contains the image of a bear hidden in the Matterhorn mountain, which is where Toblerone originated. And because if you live in the mountains with bears, you need good chocolate to survive.
Kölner Zoo
The hidden logo with an elephant's silhouette is defined by a giraffe and rhinoceros; the negative space of the animal's hind legs are cleverly shaped by the twin spires of Cologne Cathedral. There is no explanation as to why the elephant has a star for an eye, but I suppose it's a nice touch.