Why is McDonald’s logo designed like this?

1940, San Bernardino, California, USA

Founders: Richard McDonald, Maurice McDonald

The brand McDonald comes from the surnames of the two founders . In the long process of development, McDonald's logo has undergone many iterations. Please see the evolution chart below:

In 1968, the logo became a combination of the iconic "M" and the brand name "McDonald's" combination. In the 1980s, the logo began to use a red rectangular background with rounded corners. At that time, McDonald's LOGO had become one of the most famous LOGOs in the world.

In 2003, the LOGO text was removed, but the LOGO text can still be used alone.

Since 2009, the background of McDonald’s European LOGO has changed from red to dark green. Hoger Beek, vice president of McDonald's Germany, said in a statement: "The new image demonstrates our determination to save natural resources. In the future, we will continue to put natural resources first."

McDonald's has tried to use Among all 23 slogans, the I'm lovin' it? creative idea proposed by DDB German advertising company was used for global promotion. I’m lovin’ it has been translated into different languages ??in different countries. In mainland China, it has become the familiar “I just like it”.

There are many opinions on the meaning of this classic M-shaped logo, which are summarized as follows:

1. First of all, it is the artistic processing of the initial letter M of the founder and brand name McDonald. ;

2. The four lines of "M" are like four golden French fries;

3. Symbolizing two open golden double arches, symbolizing joy and Delicious food, symbolizing McDonald's "Q, S, C & V", is like a magnet that continuously attracts customers into this door of joy. ?

4. There may be another reason why McDonald’s uses the double-arched “M” LOGO: According to Freud’s theory, McDonald’s double-arched shape represents the breasts of mothers feeding their children. In its marketing plans after the 1980s, McDonald's did take advantage of the inner child psychology of tens of millions of people, especially children.