McDonald’s Restaurants Logo History

Peta-Gaye Keane
Logo Research Assignment (McDonald’s)

McDonald’s restaurant first opened its doors sometime during the 1940’s by brothers Richard and Maurice McDonald in San Bernardino, California. However, the franchise didn’t get started until 1955 when Ray Crock walked into the brothers’ restaurant and liked their efficiency and speediness. Mr. Crock approached the brothers about expanding their business and therefore invested into the McDonald’s name. McDonald’s then only served food items such as burgers that were quick to prepare and serve, bar-be-que, however, the now famous fries we enjoy today was never to the menu until much later. Their quick efficient service was nicknamed the “Speedee service system”, which lead to the logo shown below:M3


1948: Speedee service: Tubby chef Speedee was designed by Richard and Maurice McDonald in 1948 to help communicate their ‘Speedee Service System’

By 1958, McDonald’s had sold its 100 millionth hamburgers and 1961 Ray Crock bought the exclusive rights to the name McDonalds and was now on a mission to create a worldwide entity. The menu grew to include Nuggets, milkshakes and other variation of burger. Drive-thru was now incorporated to provide an even a much faster service. At this point the logo experienced change with a sleeker design and the debut of the Golden Arches which was designed by Jim Schindler in 1961:
1961: GM2olden Arches

Jim Schindler designed the first iteration of the enduring Golden Arches logo

Archy McDonald was used on POP and delivery trucks around 1962. In addition, he was featured dancing around a counter in McDonald’s first TV commercials the same year:

McDonald’s M4success continued to grow especially after the expansion of the interstate highway system. In the 1970s, the Golden Arches
had become an instantly recognizable icon and would remain the company’s logo for decades to come. The logo experiences many changes since then, according to the McDonald’s website:
Between 1975 and 2006 they were framed by a solid red rectangle; a glass version was used on the windows of some newer restaurants from 1976, and from 1992-2009 the arches were given a brighter highlight and raised to stand on a red trapezoid featuring the brand name. A standalone shadowed version also came into circulation between 1993 and 2010.
2003: I’m lovin’ it

The official McDoMMnald’s Corporation logo was designed by Heye & Partner GmbH in 2003

The 2003 campaign logo was the most successful advertising campaign in McDonald’s history and was created by Heye & Partner GmbH. The campaign started in Munich September 2003 but was soon after brought to the United States. Today the official logo exists in a few shapes and sizes, but all feature the stripped back yellow arches accompanied by the official motto “I’m lovin’ it”.

Philippines Logoimage006


Work Cited

The story behind the McDonald’s logo | Logo design…

© Future Publishing Limited, Quay House, The Ambury, Bath BA1 1UA. All rights reserved. England and Wales company registration number 2008885.

Grinding it Out: The Making of McDonald’s by Ray A. Kroc, ©Ray A. Kroc 1977.
McDonalds: Behind the Golden Arches by John F. Love ©John F. Love 1995. 2009.

Evolution of Logo: McDonald’s – YouTube
Apr 4, 2015 – Uploaded by belreview

McDonald’s Logo – Design and History of McDonald’s Logo

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