Brothers Richard and Maurice McDonald opened the first McDonald's in 1940 in San Bernardino, California, serving barbecue alongside its burgers - fries weren't even on the menu.
By 1948 the pair had perfected the art of fast food with a process they named the 'Speedee Service System'. Barbecue was dropped from the menu to improve service time, and the brothers designed this winking chef character, Speedee, to help communicate the message.
In 1952 the McDonald brothers asked architect Stanley Meston to design their first franchised outlet. According to architect Alan Hess, the initial idea for the golden arches came from a stylised sketch of two half-circle arches, drawn by Richard. The brothers brought in a sign-maker, George Dexter, to design two giant yellow arches that were added to both sides of the building.
Viewed from a certain angle, the arches formed the letter 'M'. However, it wasn't until Ray Kroc bought the business in 1961 that the distinctive architecture was incorporated into a new corporate logo.
Fred Turner, then president of McDonald's Corporation, sketched out a first attempt before head of constructions and engineering Jim Schindler hit upon an 'M' with a slanting line running through the interlocked arches to represent the roof of the store, higher at the front and lower at the back. An icon was born.
The franchise's success continued, aided by the expansion of the interstate highway system and America's burgeoning car culture. By the '70s, the Golden Arches had become an instantly recognisable icon and would remain the company's logo for decades to come.
The logo has had several iterations in since then. 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.
The most successful advertising campaign in McDonald's history was created in 2003 'I'm Lovin' It' launched in Munich on 2 September 2003 ('Ich liebe es'), with the English-language phase introduced to the UK, Australia and USA soon after. Today the official logo exists in a few shapes and sizes, but all feature the stripped back yellow arches accompanied by the official motto.
Today's Mcdonalds logo consists of the simplistic and minimal M that originated 1952. Each point in time the logo has changed to the macro trend that was trending in that era. Thus again I emphasise on trying to make the brand of design studio fit this sleek sharp era along with aesthetic and not copying any other brand too much
INFORMATION RETRIEVED FROM
http://www.creativebloq.com/logo-design/mcdonalds-logo-short-11135325
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