McDonald's, with Turner Duckworth, has been working to create a consistent global visual brand identity, drawing inspiration from its 1971 feel-good campaign "You deserve a break today" from Needham, Harper & Steers. The identity centers around McDonald's golden arches, which are now allowed to be used as a standalone icon that can be interpreted creatively by different local markets, and the brand has adopted a single font, Speedee, with yellow now the predominant color supplemented by red.

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