MCD’s Golden Arch Design
McDonald’s, the biggest fast-food chain in the world, is easily recognizable with its logo. With its long brand history beside us, we can easily spot the brand even with small parts of its logo. Their ads won awards and got viral over and over. Here are some best practices that might help you earn insights.
Drive Safe. Never Hungry(DDB Prague, Prague, Czech Republic)
McDonald’s Czech Republic used the Arch to stress “safety” while driving. The Arch is repurposed as a part of a visual that demonstrates the safety guidelines for a driver.
Social Distancing(DPZ&T, Brazil)
Against the coronavirus pandemic, McDonald’s Brazil has split its Golden Arches into two to promote and encourage social distancing. According to the brand, the separated logo conveys the meaning that “we are separated for a moment so that we can always be together”. (AdAge)
I’m Lovin Summer (DDB, Sydney, Australia)
Summer is the beloved season in Australia. It’s also the season for water sports, ice cream, and outdoor activities. In the ad, McDonald’s combined their logo with summer items so that consumers can remind the brand with summer.
Other Visual Ads
Follow the Arches – Next Exit(Cosette Toronto, Canada)
The ad is comprised of four pieces: “Next Exit”; “Just Missed Us”; “On Your Left”; and “On Your Right”. The Arch in the billboard ads is cur part to guide hungry motorists to its nearest outlet.
Iftar Sand Clocks(Leo Burnett, Saudi Arabia)
The sand lock falls down for 12 hours, the period of fasting. The fell grains slowly compose a McDonald’s meal. After 12 hours, customers can break the fast and enjoy the meal.
The Right Way(TBWA, Paris)
French fries become a signage to guide direction. With its minimalism design approach, McDonald’s French fries are transformed into directional arrows.
Open Late(Leo Burnett, Italy)
McDonald’s promotes the late opening of its restaurants with their food image. Fries and hamburger buns are used t o illustrate different phases of the moon.
McCafe(Leo’s Thjnk Tank, Germany)
The golden arch shapes the tired and wide-open eyes. The comparison shows that McCafe can help you beat tiredness.
If you see the signs, you are probably hungry(DDB Athens, Greece)
The Arch dimly shows up in the poster. City lights, traffic back lights, skid marks form the Golden Arch. This ad tells that when you are hungry, you see the things that you crave.
Moving Day Campaign(Cosette Toronto, Canada)
In celebration of July 1, or “Moving Day” in Quebec, McDonald’s came up with an ad that shows the rear view of a wide-open truck. Furniture and household items compose best known dishes of McDonald’s – Big Mac, Mac morning, and fries.
Mobile Odering is HERE(Cossette, Canada)
The design is simple, but the image that the ad casts is vivid. The color and shape of stacked phones reflects something that we know well – bic Mac, fries, and mac morning. This ad tells us that when you need McDonald’s, you can have them at your hand.
Ideas for Social Impact 