Reading/Video Response 1 – Design & Symbolism

McDonald’s logo

One of the most iconic and symbolic icons that jump into my mind is McDonald’s logo. During my internship last summer, I touched upon some UI designs for McDonald’s Chinese apps. The vibrant yellow and red, and the golden arches in the shape of “M” which looks like two French fries have become the symbols of American culture across the world and a popular icon in pop culture. 

The golden arch McDonald’s logo was designed by Jim Schindler in 1962, inspired by the shape of the architecture of the first McDonald’s restaurant. Over each version of design across time, McDonald’s logo gained more simplicity, thus more eye-catchy. The first version of the logo is a combination of two arches and a line. The yellow lines are outlined in red without changes in the thickness. Yet, the design iterates by removing the red outlines, the diagonal line, and the inner ends of the arch are shortened. These changes create a connection to French fries, making them more symbolic and straightforward. McDonald’s then focuses the design style on minimalist. When it comes to the design since 2003, the flat yellow design is the most minimalist version of all. The clean “M” does not incorporate any outline, words, or background. In the version of 2018, the logo adds a red square background which makes the golden arches pop out more. The two symbolic colors of the McDonald’s brand combine together and evoke a sense of passion, joy, and happiness.

I consider McDonald’s logo as a “good” design because it focuses on the minimalist and simple features of the design. It is simple, unmistakable, and easy to recognize. These can help the image of the brand to spread and enter customers’ minds. Also, a “good” design incorporates a design element that subtly delivers messages relating to the company, giving the public an intuitive impression of the company. In McDonald’s logo, the design elements of the “M” shape also effectively subtly call connection to the restaurant’s French fries. 

Citation

“| 1000 Logos – the Famous Brands and Company Logos in the World.” | 1000 Logos – The Famous Brands and Company Logos in the World., https://1000logos-net.votted.net/.