Without a doubt, the golden arches of the world’s greatest fast-food company are one of the most recognizable emblems on the planet. McDonald’s is the ninth wealthiest corporation in the world and the largest fast-food chain, with over 35,000 locations in 120 countries with a net value of $39.1 billion. With such a high level of success, the history of McDonald’s and its famous logo makes for an interesting case study.
This brand serves about 60 million people by selling points every day. McDonald’s is the world’s richest fast-food network, according to figures published in “Food & Wine” magazine, with a profit of $ 9 billion from franchised stores alone. Every 14.5 hours, a new restaurant of the corporation opens, doubling or even tripling the profits of its founders. And these aren’t the only interesting facts about McDonald’s. The iconic firm was the world’s largest fast-food chain until 2010. Do you have any idea what has become one of the most important components of such a phenomenal success? McDonald’s success is due to a fantastic logo with an intriguing narrative!
The Beginning
McDonald’s used to be only one burger shop. It is now the world’s ninth most valuable brand, valued at $106.4 billion. McDonald’s rules the fast-food industry. The restaurant franchise first opened its doors in 1940 as a small hamburger stand. When Ray Kruc became involved, though, the entire brand got a makeover. The McDonald’s emblem, like the restaurant and food, is well-known.
McDonald’s comes to mind whenever the golden arches are mentioned. The arches in the emblem were neglected until Ray Kroc bought the company outright in 1961. The arches, like the chain itself, stood sturdy and resolute from then on. The McDonald’s logo altered frequently over the years until settling on the current version in 2003. The architect Stanley Clark Meston remodeled the building shortly after the first restaurant debuted.
On either side of the building, he included two huge golden arches that protruded through the roof and into the sky. When Ray Kroc took over the company in 1961, he designed a logo that combined the two golden arches to form a “M.”
McDonald’s Logo History
The McDonald’s logo is instantly recognizable and signifies more than just fast food. It has become a cultural icon synonymous with capitalism, globalization, and the wide-spread growth of American culture as one of the world’s top brands.
To discover how McDonald’s branding grew into what it is now, take a look at some of the early variants of the logo.
1948: Speedee service
In San Bernardino, California, brothers Richard and Maurice McDonald founded the first McDonald’s in 1940, serving barbeque with its burgers – fries were not even on the menu.
By 1948, the duo had perfected the art of fast meals, coining the term “Speedee Service System” to describe their method. They removed Barbecue from the menu to speed up service, and the brothers created Speedee, a winking chef, to help deliver the message.
1961: Golden Arches
The McDonald brothers commissioned architect Stanley Meston to create their first franchised location in 1952. According to architect Alan Hess, Richard produced the golden arches. He was inspired by a stylized sketch of two half-circle arches. The brothers recruited sign maker George Dexter. He designed two large yellow arches that were installed on both sides of the building
The arches formed the letter ‘M’ when viewed from a certain angle. The unusual architecture was not incorporated into a new corporate emblem until Ray Kroc purchased the company in 1961.
Before head of constructions and engineering Jim Schindler came up with a ‘M’ with a slanting line running between the interlocked arches to depict the store’s roof, higher at the front and lower at the rear, Fred Turner, then president of McDonald’s Corporation, sketched up a first attempt. A legend was born.
Further iterations
The interstate highway system’s expansion and America’s expanding car culture boosted the franchise’s prosperity. By the 1970s, the Golden Arches had become an instantly identifiable symbol, and they would remain the company’s trademark for decades.
Since then, the logo has gone through various changes. From 1975 to 2006, they were framed by a solid red rectangle. From 1976 to 1992, they were given a brighter highlight and raised to stand on a red trapezoid featuring the brand name. And from 1992 to 2009, they were given a brighter highlight and raised to stand on a red trapezoid featuring the brand name. Between 1993 and 2010, a standalone shadowy version was also available.
2003: I’m lovin’ it
Heye & Partner GmbH launched the most successful advertising campaign in McDonald’s history in 2003. ‘I’m in Love’ It premiered in Munich on September 2, 2003 (‘Ich liebe es’), with the English-language phase following soon after in the UK, Australia, and the US. The official emblem now comes in a variety of shapes and sizes, but they always include the strippedback yellow arches and the official motto.
Font Used in McDonald’s Logo
McDonald’s uses a font that looks like Helvetica Neue Black and is part of the premium font family.
Why did McDonald’s use red and yellow?
The colors red and yellow were chosen for a reason other than looking well with Ronald McDonald’s clown-like features. It has to do with science, after all. Red is a vibrant hue that is connected with being active. It also raises your heart rate, which aids in the stimulation of your hunger. Because yellow is the most apparent hue in daylight and is linked with happiness, a McDonald’s emblem is easy to identify on a crowded road.
Our brain process colors before words or shapes, which is why the fast-food restaurant chose these two hues for their logo and brand. Red and yellow make you hungry and pleased at the same time, enticing you to buy the product they sell. But color psychology isn’t the only way McDonald’s makes money—the real reason they earn money has nothing to do with food.
Evolution of McDonald’s Logo
The Golden Arches were not always on the McDonald’s emblem. Only in 1962 did the aforementioned Speedee give way to the Golden Arches. The arches were overlapping at the time, and only at a certain angle of vision did they resemble the letter “M.” They were also full arches, meaning they went all the way to the baseline with all of their legs, unlike the 2006 edition, which introduced semi-swooshes.
Prior to 1968, the emblem blended the building’s architecture (represented by a slanting crossbar) with the overlapping “M” from McDonald’s. Ray Kroc himself gave his approval to this emblem.
However, the logo was due for a makeover between 1968 and 1968. The arches were repositioned relative to each other in the new design so that their two legs were slightly lifted and connected to form an unmistakable letter “M”. This designer’s decision has lasted until today.
In any case, the logo has evolved from its earliest architectural feature, a single arch, to become one of the world’s most recognizable businesses. What a wonderful tale!
The arches’ stylized ‘M’ look appears to be complete today: Man at the pinnacle of evolution. One can debate the nutritional value of McDonald’s products, but no one ever denied that it was a whiz child in terms of business.
The Golden Arches have become a symbol of success in practically every family across the world, not just in the United States.
Frequently Asked Questions
What does McDonald’s logo symbolize?
The large, powerful golden arches are the first thing you notice when you pull up to a McDonald’s restaurant. After a long day at work, these arches represent stability, a location where consumers can unwind and enjoy a burger.
What is the hidden message in the McDonald’s logo?
The arches, according to Cheskin’s book Fast Food Nation: The Dark Side of the All-American Meal, represent “mother McDonald’s breasts”. This “maternal” component of the design was said to entice customers to eat at McDonald’s instead of cooking at home.
Why does the McDonald’s logo so effective?
Because of these three qualities, McDonald’s logo is so successful: shape, color, and typeface. The golden arches, in the shape of an “M,” are well-known around the world. The colors red and yellow are appealing to people of all ages. The association of these hues with toys begins with youngsters. Finally, there are some who are looking for a quick bite to eat throughout their commute. The “M” typeface is particularly readable. The simpler a logo is, the more appealing it is.
Who is the mascot for McDonald’s?
Ronald McDonald is the prominent mascot of the McDonald’s fast-food restaurant franchise. He and his companions Mayor McCheese, the Hamburglar, Grimace, Birdie the Early Bird, and The Fry Kids live in the imaginary world of McDonald land.
Executive Summary
Finally, we’d want to point out that the perception of the fast-food brand that many of us have is fundamentally incorrect. The majority of people think the restaurant’s emblem is two slices of French fries curled into the letter “M”. The company’s management insists that this is not the case. And that any resemblance to your favorite dessert is just coincidental. Is this true, or is it just another marketing ploy?
We, as regular patrons of this restaurant chain, can only speculate. The only thing we are certain of is that the golden arches of McDonald’s can be seen around the world. And that, regardless of the negative press that this brand has received. It was, is, and will continue to be one of the most popular leisure destinations for many people.
