I’m Lovin’ It

15 Oct

As Professor Taylor stated in class this week, the best logos are the simplest logos. When I think of a simple logo design, I immediately think of McDonald’s. Golden arches, could a logo be any simpler?

This elegantly simple design was first introduced in 1962; designed by Jim Schindler, the logo was created to mimic the architecture of McDonald’s new Phoenix, Arizona location.

It’s crazy to think that this global symbol, which has become equated with America and American cultural imperialism, originated from a design to be used in a building.

The golden arches themselves create the typography of the McDonald’s logo, forming the shape of an M. Thus, the arches, and their relatively thin, curved shape, establish a unique typography for the fast food chain.

The McDonald’s logo relies heavily on color. Even it’s name, “the golden arches” evokes a shade of color. Ever wonder why all fast food logos seem to incorporate either red or yellow in their designs? Psychologists have proven that these colors subconsciously trigger hunger. Color theory also states that people eat more in a room filled with warm color surroundings (such as colors from both the red and yellow families).

Even with many fast food chains attempting to copy McDonald’s signature red and yellow color scheme, no one can miss the distinctive golden arches as they drive down their local street or highway.

That’s part of the reason why BusinessWeek recently named McDonald’s one of the Top Ten Most Valuable Global Brands. Brand equity is something directly effected by the success of a company’s marketing strategy, especially its logo. With McDonald’s ranking as the number one fast food brand and number nine overall brand worldwide, with a value of $27.1 million, the golden arches are worth their weight in gold.



One Response to “I’m Lovin’ It”

  1. agraphicworld October 20, 2010 at 4:07 pm #

    I love how you got the word elegant to work in this post, great work!

    -Bridget Streeter

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