Source: Adweek
McDonald’s branding is so iconic that it communicates just as well in very minimalist form, and the prime example of this comes from Canada, where the fast-food chain is using just parts of its logo to create new and unique directional signs.
Agency Cossette cropped the iconic Golden Arches and used them as direction pointers to the nearest McDonald’s restaurants. The “Follow the Arches” campaign thus turns bits of the giant yellow M into directional billboards, giving drivers easy-to-follow signs.
“To create a new way-finding system, we noticed that the directions were right there in the logo,” the brand says. “By cropping the Golden Arches into a directional path, and reducing the visuals to only what’s essential, we transformed an underutilized media space into a simple unified design system adaptable to any market around the world.”
So far, the campaign includes just four billboards (three static and one digital) in high-traffic areas across downtown Toronto and the greater Toronto area. But Peter Ignazi, chief creative officer at Cossette, said the concept could eventually solve the problem of hundreds of differently designed directional posters in Canada—and indeed, around the world.
