McDonald’s Corporation is one of the largest fast food chains in the world. According to an estimate, it serves 68 million customers daily in 119 countries worldwide. Headquartered in Oak Brook, Illinois, US, the company originally started in 1940 as a barbecue restaurant, wholly owned and operated by Richard and Maurice McDonald.
With total assets of US$ 35 billion as of 2012, the company employs about 1,800,000 people across the world.
McDonald’s has one of the most popular, recognized and valuable brands in the world. According to many experts, it serves as the ultimate epitome of a brand giant.
DESIGN ELEMENTS, HISTORY AND EVOLUTION OF MCDONALDS LOGO
Shape of the McDonalds Logo
The McDonalds logo is widely regarded as one of the most popular and instantly recognizable logos in history. It has become a mark of excellence and global supremacy. The emblem is closely affiliated with American culture and has been even termed as “part of Americanization and American cultural imperialism”.
The famous “I’m Lovin’ It” slogan of McDonald’s was launched in 2003.
The McDonalds logo comprises of the iconic Golden Arches that symbolize elegance, dominance and professionalism. It was designed in 1962 by Jim Schindler and the concept was actually developed by Dick and Mac McDonald, who had placed arch shaped signs on the sides of their then “walk-up hamburger stand”. Looking from a certain angle, those arches appeared like the letter “M”. Hence, it was decided to incorporate them in the McDonalds logo, which came out as a merger of the two golden arches together.
The company’s name, “McDonald’s”, however appeared in the McDonalds logo for the first time in 1968. Although the physical arches were discarded from all the restaurants’ building design, the Golden Arches have become the crucial element of their corporate logo, and have played an instrumental role in branding the company. The arches are said to reverberate with mythic symbolism, rendering the image of McDonald’s restaurant as a “paradise” of cleanliness, friendliness, self-discipline and cheerfulness.
Colors of the McDonalds Logo
The yellow color in the McDonalds logo symbolizes happiness, optimism and joy, whereas the red color stands for passion, determination, energy and vitality.