McDonald’s, the world’s largest restaurant chain, has 34,480 restaurants in 119 countries throughout the world. The McDonald’s logo is one of the most recognizable and iconic logos used in branding today. Since McDonald’s Corporation was founded in 1955, the company’s logo has been changed many times. In 1960, the “golden arches” (the yellow “M”) was introduced as their new symbol. This logo references the architecture of McDonald’s during this era designed by Stanley Meston, “which was a roof lined higher in front than in back, flanked by a pair of illuminated golden arches. The ‘M’ formed by the arches would define the company’s logo throughout the ensuing decades” (“McDonald’s”).
The logo contains an upper case yellow “M” in a sans serif font that stands for McDonald’s. This “M” is usually in a red background with the word “McDonald’s” or the phrase “i’m lovin’ it” written in white beneath it. In some cases, the “M” is placed by itself with no other words. The yellow color resembles the famous McDonald’s fries. The strong contrast created between the red and the yellow represent the company’s bold nature while also making the logo more visible from a distance. The prevalence of this logo in everyday life makes it recognizable as the McDonald’s logo even without using any words. I think what makes this logo most effective is its ability to convey information with use of very minimal graphics. The simplicity logo makes it very effective and versatile for many different things such as signs, billboards, menus, paper bags, websites, apps, etc.
This logo represents more than just fast food. It represents the American culture that is spreading throughout the world. Today, it has become a cultural icon synonymous with capitalism and the globalization of America. McDonald’s represents many of the principles the rest of the world associates with America: consistency, homogenization and inexpensive food served fast. As an American, if you go to a different country, even if you do not speak the language, you are still able to recognize the McDonald’s logo and have a sense of familiarity. The language barrier is broken by using logos rather than words as a form of communication. This is a really important aspect in advertising and branding on a global level.
“McDonald’s.” Www.logos.wikia.com, Logopedia.
The image in discuss is the Chick-Fil-A logo. This logo is featured all over Chick-Fil-A product and services that appear both within the restaurants and outside the restaurants. This logo is the main mark that Chick-Fil-A uses to associate themselves with. The logo is made up of text with slight graphic embellishments around the initial C that appears in the logo.
The logo is made up entirely of a script-like cursive typeface that displays all of the letters of the company name, Chick-Fil-A. The typeface in the logo also contains rounded terminal that makes the typeface bubbly. The only color that is used in this logo is the color red, which is a pantone color that is specific to the brand. This means that the color used in this logo should be consistent across all uses, the only exception being those that are permitted within the brand guidebook for the company. There are a few graphic elements that have been placed around the “C” of the typeface in order to create an abstract appearance of a chicken. These graphic elements consist of four ovals above the C which diminish proportionately in size as they follow the stroke of the C. There is a triangular shape that is placed directly above the “h” that the viewer visually connects with the C in order to aid the visibility of the chicken figure. To top it off, there is a small oval that represents an eyeball that is placed within the bowl of the C. Overall the design is minimalistic but still effective in communicating the main item that the brand sells, chicken.
This particular logo for Chick-Fil-A has been in use for many years and because of this, the logo is recognizable for the brand. Despite the fact that the logo spells out the name of the company, people immediately recognize its association with the quick service restaurant chain. The age of the logo speaks volumes for the excellence in its design because people immediately identify with the logo. The logo itself gives off a classic vibe that allows the consumers to feel as though they can trust the brand. A classic vibe means that the logo has not been changed or altered with the design trends throughout the years. While competitors change their logos and typefaces to reflect design trends over the years and for different campaigns, Chick-Fil-A has kept their logo over time that also gives it a timeless aesthetic. The logo is associated with the company that is known for its excellent customer service and speed in deliverance of food and beverage orders.
To conclude, the logo is very successful because it has been able to last so long as the company’s logo and also because it says a lot about the company at a very minimal level. Chick-Fil-A’s main good for sale is chicken and this logo is very effective at showcasing what the company does while comforting the viewer at the same time.