McDonalds Brand Book

McDonald's is a fast food, limited service restaurant with more than 35,000 restaurants in over 100 countries. It employs more than four million people.

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

The Golden Arches Cheatsheet The Golden Arches Archery Wordmark Our brand beacon for Minimum height Everybody knows our name— we don’t always have to say it. 2X over 60 years, the Print 4 mm Golden Arches inspire Digital 15 px everything we create. Note: The Golden They are much more Arches no longer than a logo, they are require ® or ™, except an iconic symbol. within our corporate website and similar 2X X applications. Our wordmark is mostly reserved Clearspace is equal to Minimum height for horizontal restaurant fascias the height of the “o” of the Print 3 mm Clearspace is equal to 2 times the and corporate applications. McDonald’s wordmark. Digital 8 px width of a leg of the Golden Arches. Note: The wordmark no longer requires ® or ™, except within our corporate website and similar applications. O G Use of the Golden Arches is governed by Archery. For best practices, refer to the Archery Cheatsheet. Do not use colors Do not use in illegible Do not use the Golden Do not apply drop The wordmark is only ever used as Do not lock the wordmark up with Do not modify the wordmark other than Gold. instances. Arches as a letterform. shadows. black or white. the Golden Arches. in any way. The Token Using the Token I’m lovin’ it Celebrate the liberated Golden Place the Token Make sure our tagline Arches wherever possible. in one of the is used with purpose. Use the Token to support the corners of a layout. Overuse will diminish Golden Arches when scale, The exact corner its meaning. Showin’ it legibil ity and contrast pose placement and challenges, particularly on light- positioning within can be more powerful colored or cluttered backgrounds. the quadrants are than sayin’ it. flexible, as indicated Worth X here. The preferred waking Use the tagline art placements are up for. as it is provided. Clearspace is equal to the height Minimum height bottom left or of the “o” of the word “lovin’.” top right. Print 3 mm Digital 8 px Note: The Token no longer requires X X ® or ™, except Scale and placement of the Token within our corporate are flexible depending on context. Clearspace is equal to the Minimum height website and similar Legibility of the Token ensures that our brand distance between the leg Print 6 mm applications. is immediately identifiable. of the Golden Arches and Digital 25 px the edge of the Token. Do not center the Token. Do not lock the tagline up with the Golden Arches or the Token. Visit Design.McDonalds.com for additional guidance, case studies, tools and downloadable assets. ©2019 McDonald’s

Archery Cheatsheet Archery informs how we use the Golden Arches creatively and dynamically. Archery is always used carefully and thoughtfully in order to maintain the integrity of our symbol. Do not Cropping Do not Archery should only be used if… Four cropped sets of the Golden Use the provided artwork to ensure Do not alter the Golden Arches Arches are available for download consistency and maintain the in any way. It occurs naturally It supports an idea Do not use as decoration at Design.McDonalds.com. integrity of the Golden Arches. The Golden Arches can appear in The Golden Arches can focus Without purpose, Archery could the world in many different ways. attention or re-stage the expected. become gimmicky and overused. Exception: Alternative crops may be used in photography. However, artwork must be approved by the Use of Archery depends on context Global Brand team. When the Golden Arches are less obvious because of extreme cropping, reinforce the brand by using the Golden Arches mark or the Token. Required on out-of- home activations only. Bold / Overt Subtle / Implied Archery + photography Out in the world, we’re competing for attention. To ensure we In our own branded spaces, such as our restaurants, pop-ups, or digital stand out, aim for bolder executions of Archery that are clearly apps, we are much more subtle in our application of Archery. This helps recognizable as McDonald’s. us avoid overuse of the Golden Arches. Example Archery techniques Combining the Golden Arches with photography puts our brand in Cropped Staging Motion Integrated Angled Repetition the center of the action. Elements of the image interact with the Golden Arches to create depth and dimension. Visit Design.McDonalds.com for additional guidance, case studies, tools and downloadable assets. ©2019 McDonald’s

Brand Color Cheatsheet We’re a Golden brand with Red accents. Balance Brand palette - hero McDonald’s Gold Inspired by melted cheese and and proportion are important. The use of negative PMS crispy fries, our McDonald’s Gold space and elements such as photography Coated: 1235 C is tasty, cheerful and bright. give our brand colors plenty of room to breathe. Uncoated: 122 U CMYK 0.29.96.0 RGB 255.188.13 HEX FFBC0D Overall color proportion Color proportion in practice McDonald’s Red Our use of Red is akin to our PMS 2035 C iconic fries dipped in ketchup. CMYK 0.100.95.0 With our new Red, a little goes a long way. RGB 219.0.7 HEX DB0007 Please make sure to update any outdated color reference files. If you are in a “European Green Region,” refer to the “Feel-Good Design Cheatsheets European Green Regions.” Functional palette - limited use Black Charcoal Light Gray Kraft CMYK 0.0.0.100 PMS Cool Gray 11 C PMS Cool Gray 1 C PMS 2312 C RGB 0.0.0 CMYK 0.0.0.80 CMYK 0.0.0.8 CMYK 25.37.50.04 HEX 000000 RGB 45.45.45 RGB 247.247.247 RGB 182.154.129 Emphasizing Gold is a shift in direction for our brand. Remember: Not every single Although we are a Golden Brand, HEX 2D2D2D HEX F7F7F7 HEX B69A81 But it’s the interaction between our colors that makes application will have the same Red plays an important role in Black is no longer a core Charcoal, light gray and kraft are reserved for use on internal us unmistakable and visually interesting. balance of color. The overall color creating dynamic tension. Be sure color of our masterbrand. communications and for some illustrative elements. proportion of our brand includes to include an accent of Red at some It is only used for type in plenty of breathing room with lots of point in the Brand experience. our new visual identity. Gold, and splashes of Red accents. Red accents Do not Materials palette For restaurants and other physical spaces, please refer Red is a very to the Restaurant Design Guidelines. powerful color. Headline goes here That’s why we Lorem ipsum dolor sit amet, consectetur adip scing elit. Etiam maximus, dui eget volutpat say “accents sollicitudin, urna nibh gravida ligula, porttitor tempor urna nulla id ligula. Vivamus arcu arcu, ornare sed lectus ut, sollicitudin semper metus. of Red.” These Aenean tincidunt diam ut orci rutrum, in ornare quam congue. Nam condimentum turpis can be added semper, laoreet velit eget, finibus erat. Vestib lum quis risus id mi tempor hendrerit et ut eros. through various Morbi varius, odio non hendrerit vehicula, ante nunc hendrerit ligula, vitae ultricies ligula neque Iconic product Contained techniques. Typography Illustrative Information Photography Propping details graphics forms Do not use colors outside of our new visual identity palette. Visit Design.McDonalds.com for additional guidance, case studies, tools and downloadable assets. ©2019 McDonald’s

Typography Cheatsheet Inspired by the Golden Arches, Speedee adds Print color application Techniques Instead of using a different typeface, Speedee has the flexibility to suit a touch of our personality to everything we say. Black, Red and Black, white and various type treatments. We can create better cohesion across global One global font. One global voice. Gold type on white. Red type on Gold. campaigns through more consistent and creative utilization of Speedee in communications. For more information on bringing Speedee to life, visit White or Gold type on Red. Design.mcdonalds.com/feelgooddesign/typography-1.5. Introducing Speedee 1234567890 Black or Red type on White or Gold type on Speedee Bold light photography. dark photography. $£€&#%.;’’!? Speedee Regular Speedee Condensed Bold Digital color application Speedee Condensed Regular The following applies to consumer-facing digital media Speedee Light Speedee Condensed Light to ensure legibility for those with limited vision. Speedee is available in three weights (bold, regular and light) Black and Red type on white. and two styles (full width and condensed). All sets include italics. White type on Red. Black type on Gold. Typesetting Line spacing This leading is Black or Red type on White type on dark Keep headlines much too tight. light photography. photography. short and sweet. The leading is Avoid Gold type on Red Avoid Red and white type just right. in digital contexts. on Gold in digital contexts. Speedee Regular is great for subheads. This leading is Use Speedee Bold for emphasis. too spaced out. Avoid Gold type on white in digital contexts. Speedee Regular and Light are Though Speedee Bold is highly perfect for body copy and other legible, it can be difficult to Comfortable line spacing Ensure that activations comply with accessibility standards for your applications where we’re conveying read in large amounts. Use Bold is important for legibility region. For further guidance, please refer to webaim.org/resources/ lots of information at once. in body copy only for emphasis. and consistency. contrastchecker for compliancy standards. Limited use Highlighting Do not Language support Italics are used for Latin words, movie titles, etc. On internal communications, Speedee currently supports Latin-based languages. McDonald’s Gold can be used Do not use Gold, or Red in body copy Visit Design.McDonalds.com to download Speedee. Speedee Condensed is only for functional purposes such as legal. as a highlight color to create in either print or digital media. Please use the Aktiv Grotesk font for non-Latin characters, such hierarchy and add emphasis. as Arabic, Cyrillic, Mandarin and Hebrew. Visit DaltonMaag.com to purchase Aktiv Grotesk. Visit Design.McDonalds.com for additional guidance, case studies, tools and downloadable assets. ©2019 McDonald’s

Food Photography Cheatsheet The following principles help ensure we showcase The Perfect Serve our food consistently, unmistakably and deliciously. Best practices Flawesome details celebrate just the right We use idealized versions of packaging in our marketing amount of imperfection, communications for increased impact and differentiation. reminding viewers that our food is crafted by hand. For more information on using the Perfect Serve, visit Design.mcdonalds.com/feelgooddesign/perfect-serve. Authentic materials, surfaces, wrappers and backgrounds accurately reflect the dining experience. Techniques and details Food is staged on a wrapper, not directly on a surface. Tones of Gold add richness, depth and deliciousness. Natural lighting suggests a warm, inviting and real environment. Depth of field heroes the product. Authentic environments A range of surfaces and backgrounds communicates an authentic experience. Propping Do not Wood Metal Make Steam Sizzle Food in motion Hero materials that are actually used in restaurant. Use Perfect Serve packaging for authentic Do not use materials and props that Every hot sizzle, toasty crunch and melty moment adds in-restaurant, at-home and on-the-go experiences. are inauthentic to the brand. to our delicious story. Visit Design.McDonalds.com for additional guidance, case studies, tools and downloadable assets. ©2019 McDonald’s

Lifestyle Photography Cheatsheet Lifestyle photography is where delicious meets Feel-Good. Keep the following principles in mind when capturing moments. Best practices Casting Scenario Lighting Setting Diverse, lighthearted and Always spontaneous, in-the- “Golden,” natural lighting. Clean, warm and inviting. Find optimistic individuals who find moment, positive and uplifting. opportunities to show how our delight in the moment. food is enjoyed in many places, not just in our restaurants. Composition Color Product and packaging Emotion Simple and impactful with touches Naturally vivid hues. Touches of Always put our best food forward. From joyful and exuberant to focused of imperfection. A little surprising, Gold with accents of Red where Idealized packaging, always and determined. Our cast expresses even a little abstract. appropriate. delicious and unmistakable. a range of emotions appropriate for the context. Visit Design.McDonalds.com for additional guidance, case studies, tools and downloadable assets. ©2019 McDonald’s

ADD TILES VERTICALLY AND HORIZONTALLY AS NECESSARY TO FILL SPACE. DIPS ARE ALIGNED WITH FRIES. DO NOT PLACE TOO MANY DIPS. (CYAN LINE INDICATES PATTERN EDGE - DO NOT PRINT) Playful Patterns and Product Illustrations Cheatsheet Patterns and product illustrations bring our color Watchouts Playful Patterns should not be altered in any way. The following are the palette to life and celebrate our latent equities in a way most common mistakes and pitfalls to avoid: that’s distinctly McDonald’s. These impactful graphic devices should be used thoughtfully and carefully. SPACE BETWEEN BARS IS THE SAME AS THE THICKNESS OF THE BARS. ADD BARS VERTICALLY AS NECESSARY TO FILL SPACE. EXTEND BARS HORIZONTALLY TO FILL SPACE. DRIPS ARE ALIGNED WITH BOTTOM OF BARS. PLACE ONLY 1-2 DRIPS PER APPLICATION. Playful Patterns Product Illustrations Avoid scaling Playful Patterns too large or too small. Dipped fries Melty cheese Sesame seeds Jumble Product line up Use with a white or a Gold background. A version of the Jumble with the Only use the product illustrations provided. Past product Token is available for download. illustrations should not be used. When creating new product illustrations, request approval from the Global Brand team. Note: Playful Patterns are only available by the approval of the Global Brand team. Avoid using Playful Patterns with Avoid altering Playful Pattern colors. photography. Playful Patterns in action Playful Patterns work best within internal communications and temporary spaces, such as pop-ups or events. Playful Patterns disrupt flat colors in surprising and delightful ways. They create balance for our Golden Brand and add a wink when required. Presentations Arch Cards Animation/4D Merchandise When using patterns, try to For more information on creating Avoid repeating Jumble. animations, visit Design.mcdonalds. include Red accents through com/feelgooddesign/animation. Red font color, inclusion of the Token or our iconic packaging. Visit Design.McDonalds.com for additional guidance, case studies, tools and downloadable assets. ©2019 McDonald’s

Restaurant Design Cheatsheet Restaurants are the stage for our brand—where all Inspiring Feel-Good Moments Materiality stages the Golden Arches in a modern context the ingredients come together. Each and every detail Our visual identity is more than contributes to providing delicious, Feel-Good Moments a fresh coat of paint. to our consumers. Flexible use of Gold We use our brand colors creatively. Tile Metal Wood Clean, bright Professional, precise Warm, inviting Secondary graphics Kiosks and table service Adding energy Convenience and comfort and excitement Concrete Natural Charcoal From bold statements… …to subtle details. Modern, urban Fresh Neutral, subtle Integrating Archery Stadium seating Interactive opportunities We use our symbol creatively, dynamically, and purposefully. Bringing people together Encouraging creativity Sky Kraft/Pulp Optimistic Natural, responsible Materiality examples From bold statements… …to subtle details. Technology Helping people stay connected Visit Design.McDonalds.com for additional guidance, case studies, tools and downloadable assets. ©2019 McDonald’s