Throughout the years , McDonald’s has been one of the biggest fast food chains in the world. Everyone who passes by a McDonald’s, no matter what part of the world they are from recognize their favorite American fast food restaurant just by the golden “M”logo. However, it has not always been like that. Creating a logo takes multiple attempts for the company to finally have a visual identity that successfully communicates.
Below is an image of the first official McDonald’s logo from 1948: “Speedy Service” logo.
Speed Service logo: 1948
Speedy Service, as you can see, has a tubby chef called Speedee designed by Richard and Maurice McDonald to help communicate their Speedy service system. Richard and Maurice were the two brothers who opened up the first McDonalds in 1940, San Bernardino, California. Speedee was meant to inform people that their food was going to be served up really fast, and that’s why he was given his nickname. As you can see, the two brothers didn’t even hire someone to do their logo for them, this logo was handmade with ink and paper.
In 1952, the McDonalds brothers asked architect Stanley Meston to draw their logo since they wanted to update their logo . However, then Ray Kroc brought the business in 1961, and he made this design into a official logo. Golden Arches where designed by Jim Schneider,who is currently the vice president of bank of America. Inspired by the arches that every McDonalds Restaurant used to have.
The1961 famous “Golden Arches” logo was introduced
Further Interactions to Present: “Archy McDonald” logo.
Archy McDonald’s was a logo used mostly for the delivery trucks for their delivery service in 1962. The logo also appeared in McDonald’s first commercial on the same year. By the 70’s the “Golden Arches” had become a recognizable logo for decades to come and would remain so. In between 1975 there have already been ideas to remove Archy and just keep the McDonald’s logo, but it was not really the official logo until 2003.
“Im Loving’it” Is been the official McDonalds tagline since 2003-present day. Designed by Heye and Partner GmbH, a company dedicated to create logo’s and advertisements. As you can see this tagline has been pretty much been the most simple but successful in McDonalds. Showing that sometimes the simplest things are the better to understand.
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Dan, Miyers. “Under the Golden Arches: McDonald’s Logos through The Years.” The Daily Meal. Spanfellrer Media Group, 21 July 2013. Web. Fall 2015.