What is the design concept of McDonald’s vi?

McDonald's (Mcdonald) - with approximately 13,000 restaurants in 65 countries and regions, is the world's dominant fast food industry. When McDonald's founder Ray Kroc started his business, he set the company's business philosophy: fresh and vivid image, high-quality products, fast, accurate, and friendly service, clean and elegant environment, and achieving material excellence. Value for money. That is: I - Identity, image; Q - Quality, quality; S - SerVIce, service; C - Cleanness, clean; V - Value, value.

Image: McDonald's uses M as its logo, an arc-shaped, rounded golden font, which embodies joy and deliciousness. At any time, its bright colors and simple and unique logo exist as a visually recognizable image. 'Uncle McDonald', with his amiable smile, personifies the wish that 'McDonald's will always be everyone's friend'.

Quality: Let customers always enjoy the freshest quality and purest tasting food. McDonald's has strict production management regulations. All raw materials are stored and used strictly in the order of production date. The production process uses computer control and standard operations.

Service: the comfort of the store building environment, the service attitude of the sales staff, etc. 'Smile' is McDonald's service feature. All store employees smile and chat with customers in a friendly manner, making customers feel a friendly and warm atmosphere.

Cleaning: 'Instead of standing and resting against a wall, get up and clean. ' is the creed of McDonald's employees. Employees in each position will consciously clean and use the tableware will be quickly cleaned up, ensuring an elegant and clean dining environment.

Value: 'Value for money' means that the food is not only of high quality, but also reasonably and scientifically produced. In order to enhance the freshness of dining, McDonald's often introduces new varieties.

The business philosophy of I, Q, S, C, and V penetrates into the entire business organization structure and is embodied in corporate actions. McDonald's pays attention to public affairs and children's causes in the community where it is located, and donates money to children's welfare homes, children's hospitals, primary and secondary school sports games and other institutions. When a child holds a birthday party at McDonald's, McDonald's will provide a special service: free pencils, erasers, etc. Extensive social welfare activities and positive actions to become an outstanding member of the community are not only appreciated by citizens, but also strengthen employees' sense of social responsibility and participation.

'The world's universal language - McDonald's' has become a popular slogan around the world and a mantra for McDonald's self-introduction.

McDonald’s CI strategy is a comprehensive strategic system that integrates corporate philosophy throughout the entire business development process. It breaks through the American CI model that simply pursues visual identity design and is a very excellent CI strategy. Operational example.