McDonald’s is a well-known corporation and a chain of fast-food restaurants of the same name. It operates under the franchising system. It appeared in the 1940th year. Company сreated by brothers Maurice McDonald and Richard McDonald. Her career started in the city of San Bernardino, California.
Meaning and History
The beginning of a great empire called McDonald’s dates back to the middle of the 20th century. The restaurant opened in 1940 and was opened by the McDonald’s brothers. His menu only had 20 dishes, including hamburgers, french fries, and Coca-Cola.
Realizing that there is a great demand, they decide to create and implement their system of quick customer service. They created a kitchen project where people can work quickly to serve customers more efficiently. Thanks to this, they were able to reduce customer service time to be able to work faster and get more dishes sold and much cheaper. For example, burgers began to cost 0.15 euros, which was half the price of a competitor. As the business began to grow, the brothers opened the first Mcdonald’s restaurant with yellow arches, which are the restaurant’s logo today. They were arches that crossed the restaurant, but they were not together, as now in the restaurant logo. After some attempts to create a franchise, a third party, Ray Kroc, who managed to expand the network around the world, was added to this story.
When the company was expanded, it was decided to use marketing strategies, then they first used the famous clown Ronald MacDonald, who later became another symbol of the company. In the 1970s, the idea came up to realize the Automatic feature, which turned out to be a complete success, and Happy Meal was launched a few years later. The idea of happy boxes was a great success, as children around the world were eagerly waiting to receive the toy with their favorite food. At the end of the 20th century, the McCafé idea was embodied, which offered breakfast, and even a kosher restaurant was opened in Israel. The McDonalds chain opens in Moscow, and this is a fact that cannot be ignored.
In 2000, the slogan “I love him” was invented, which became a very strong benchmark for the brand. With this slogan, McDonald’s does not so much approve of its food but represents the joyful spirit that is felt in every franchise in the world. We must also bear in mind that this is not a simple name, but that it covers an entire era – from a long and well-studied history to development as an empire.
Although the official year of the foundation of the company is considered to be 1955, its roots go back 15 years. The beginning of a great empire ruled by hamburgers, french fries, and Coca-Cola dates back to the mid-20th century. The restaurant opened in 1940 near one of the gas stations. In its assortment, there were only three positions. Thus began the era of the minimal menu, trusting self-service and affordable food.
Over time, the project turned into a franchise – trading in a business idea. This was facilitated by Ray Croc, who first bought a franchise (in 1954), and then fully acquired the rights to a food service facility (in 1961). That is why the start of McDonald’s is considered in April 1955.
With the advent of the new owner, the system became more active and entered a phase of rapid development, since Croc knew a lot about marketing. It was from his submission that the company logo was transformed, which subsequently became recognized throughout the world. Moreover, the owner did not abandon the original image – on the contrary, he applied it to his advantage. But before becoming a recognizable emblem, she went through several transformations.
Today it is impossible to single out one specific emblem which the company adheres to. All logos have the right to exist and are used in a particular situation on products by McDonald’s.
1940 – 1948
The debut trademark looks classic: a rectangle with several inscriptions made in different fonts. At the top of the signboard is the word “McDonald’s,” in the middle – “Famous,” at the bottom – “Barbecue.” The palette is monochrome and unattractive.
1948 – 1953
At that time, the diner was going through hard times and needed a change. The owners decided to redesign the logo and changed the principle of contrast. If earlier, it was black letters on a white background, now it is the other way around. Also, the phrase “Buyer by the bag” and the image of a chef in a white cap placed in a circle was added.
1953 – 1968
On the eve of the appearance of Ray Croc’s fast food restaurant in the career, the logo went through another major transformation. The word “McDonald’s” appeared on it, written in bright red. The font is jagged, slanted. The image of the cook in a circle remained on the logo, and the inscription “From coast to coast” was added to it.
1961 – 1968
This is a legendary time: it was then that the Golden Arches became the hallmark of the restaurant food chain. They flaunted at a restaurant located in the city of Phoenix, Arizona. The central legs are crossed (they go one after another), and they are crossed by an inclined line of the same color.
1968 – present
During this period, the lower inscription (the name “McDonald’s”) was moved higher and changed the color from red to black. Also, they changed the location of the central element by connecting the legs of the arches so that the object visually resembled the letter “M.”
1975 – present
In 1983, the developers introduced a red background into the logo and made the letters white.
1993 – 2010
Ten years later, a chain of restaurants got an emblem that resembles the modern one as much as possible – without inscriptions and other signs. On it, there are only double Golden Arches yellow and black. Because of this, the arch seems to stand out above the surface where it was applied. This alteration is associated with the general recognition of the brand name.
2003 – 2006
Two versions belong to that period, from which the black outline on the right was removed, which added volume to the arches. On one version, the logo is located on a red square background, on the other – on white.
2006 – present
Since that time, Golden Arches have been used in a minimalistic design and a golden-bright palette.
2018 – present
Added another version of the logo used on the product. A golden arch is applied over a square with a red background. In 2020, due to the spread of the COVID-19 virus, the company introduced a logo where the arches are divided among themselves. By this, the company decided to show its attitude to this situation. It urged buyers of its products to maintain a distance between people to avoid infection with the virus.
Font and Color of the Emblem
Golden arches symbolize the wealth they were able to obtain as part of the company. Golden Arches are also a symbol of protection and security.
Almost from the very beginning, the letter “M” was present on the restaurant’s logo. At first, it was doubled as a reminder of the two founding brothers by the name of McDonald’s. At the end of the 60s of the last century, the icon was corrected, giving it a distinct form of arches connected in the form of an “M” with a thickening at the end.
The color scheme of the brand consists of a combination of yellow, red, and green. Red, according to the founders, attracts attention and arouses appetite. Yellow represents joy, high spirits, good spirits, and friendliness. Green (it appeared in 2007) symbolizes a commitment to sustainable development and stability.
Why are McDonald’s colors red and yellow? Red attracts attention and causes hunger. On the other hand, the yellow color causes a feeling of joy and friendship. Without a doubt, red and yellow create a high contrast to arouse in people the need to eat at McDonald’s, as they are the colors that make the consumer eat there unconsciously.
The dark green color, which appeared in 2007, symbolizes a commitment to sustainable development. Also, it should be noted that in Europe, logos are mostly green. However, the background color of the logo changes periodically.
Thus, the small, fast food restaurant could become an empire and was able to expand around the world until it became a large company. The logo is one of the most recognizable in the world, it is not confused with any others, and an entire era is hidden behind its golden arches. It is no secret that the letter “M” was, is, and will delight both children and adults.