Standardising the Golden Arches of the McDonalds Logo


Golden Arches McDonalds Logo McDonalds Logo McDonalds Logo McDonalds Logo

Standardising the Golden Arches of the McDonalds Logo

Now and again I go an peek around the inner most depths of some big-wig agency type websites.

This time round I found this rather interesting Case Study on McDonalds, and specifically the famous Golden Arches, over on Wolff Olins‘ website.

Just look at how many variations of the Golden Arches existed before Wolff Olins came along! What a nightmare! 

Whilst you are there you really ought to take a good look around, as there are a number of other interesting things to find.

McDonald’s Case Study

An inconsistent icon

As arguably the third most-recognized icon in the world, it was surprising how inconsistently the McDonald’s brand was presented. A wide range of vendors, agency partners, internal marketing professionals and franchisees needed to gain access to McDonald’s brand assets and found it difficult to do so. This led to work of less than perfect standards across all types of brand touchpoints.

Guide for golden arches

Wolff Olins conducted an extensive global audit of all brand touchpoints. From this information, we worked with Global Marketing to agree on one standard set of McDonald’s golden arches and the basic usage guides around them. We also devised a way to make it easier to produce branded materials – creating an online brand center with assets that even a marketing novice would be able to navigate to find the correct artwork format fit for purpose.

Read more: McDonalds Case Study

 



Meta

Written by: Graham Smith: The Logo Smith
1st Posted: 2011/10/21 & Post Updated: 2016/09/14
Filed In Categories: Famous Logos

Subscribe to Blog Updates by: RSS, Email, Feedly





Hire a Freelance Logo Designer in the UK


Logo & Brand Identity Design by Freelance Logo Designer The Logo Smith.

If you like the Logo & Brand Identity Design work I have done in my Portfolio, and The Gallery and Monomarks, and are looking to hire yourself a Highly Talented, and Super Experienced (27 Years), Freelance Logo & Brand Identity Designer, then look no further. Visit Hire Me, and fill in the Design Brief, or just Contact me.


The Logo Smith has Full Business Idemnity Insurance (FCA Regulated).



« Previous Post: British Gas Logo Redesign Leaves Me Disappointed

» Next Post: Logo Design Ideas: Trusting Your Client Over Your Own Gut


Breadcrumbs: Home » Famous Logos » Standardising the Golden Arches of the McDonalds Logo