INSIDE THE NEW VISUAL IDENTITY BEING SERVED UP AT MCDONALD’S
By Jack Herbert • July 19, 2019
Last year McDonalds set out on a comprehensive overhaul of the company’s global visual identity due to jumbled messaging, fonts, color palettes, and logos. Under the new design rules, the Golden Arches are free to stand alone. Previously, they had been locked with the wordmark. The Golden Arches can now be displayed in more active, playful incarnations. McDonald’s redesign is a vision built around feel-good marketing, and the Golden Arches are the cornerstone of the new identity. As with brands like Nike and Apple, McDonald’s can “officially” be an icon brand. McDonald’s is also now allowing its different markets to be more creative with the arches now that they can “stand alone”.