Feel-Good Design Cheatsheet ADD TILES VERTICALLY AND HORIZONTALLY AS NECESSARY TO FILL SPACE. DIPS ARE ALIGNED WITH FRIES. DO NOT PLACE TOO MANY DIPS. Overview Our goal Our philosophy Our personality (CYAN LINE INDICATES PATTERN EDGE - DO NOT PRINT)   Visit Design.McDonalds.com   for downloadable Create an inspirational Every touchpoint is Lighthearted assets, additional guidance, training tools, design system that delivers an opportunity for a Welcoming application inspiration and case studies. on our brand promise and Feel-Good Moment. Dependable contemporizes our design Unpretentious The following pages outline our new Feel-Good Design system and supersede previous brand approach globally. Playful guidelines in The Golden Arches Code (the policy and standards section of The Golden Arches Code is being updated separately). Our brand promise is at the heart of everything we do. Visual assets Making Delicious, Speedee Bold Speedee Regular Feel-Good Moments Speedee Light Easy for Everyone. The Golden Arches Color palette Typography Transforming our logo from We’re a Golden Brand with A custom, proprietary typeface a static icon to a sensorial symbol. Red accents. to unify our global voice—available in three weights. Our visual identity principles guide our thinking and approach.  Confidently   Familiar yet    Flawesome   humble   surprising  Avoiding extraneous noise and Modern, refreshing, and Celebrate simple moments static allows us to find the bold, unexpected interpretations that and imperfections that speak on simple essence of McDonald’s. stay true to our brand heritage. a personal rather than corporate If it doesn’t add, take it away. Find ways of adding a playful wink level. Play with context, scale, Negative space is a positive. that surprises and delights. Talk contrast, balance, movement Archery Playful Patterns and Photography We don’t follow category norms; with our audience, not at them. and energy. Product Illustrations instead, we define them. Success is inspiring a reaction. Using our symbol creatively, Capturing and inspiring delicious, dynamically, and purposefully. Graphic interpretations that Feel-Good Moments. celebrate our latent equities. Brand architecture Note: These guidelines relate only to the McDonald’s masterbrand. Different rules and guidance may apply to McDonald’s sub-brands and platforms (e.g., McCafe, Happy Meal, etc.). Visit    Design.McDonalds.com   for additional guidance, case studies, tools and downloadable assets. ©2019 McDonald’s