Visit Design.McDonalds.com for additional guidance, case studies, tools and downloadable assets. ©2019 McDonald’s Feel-Good Design CheatsheetsSeptember 2019 / ver. 1.2 ©2019 McDonald’s Visit Design.McDonalds.com for additional guidance, case studies, tools and downloadable assets. Feel-Good Design CheatsheetCreate an inspirational design system that delivers on our brand promise and contemporizes our design approach globally. Every touchpoint is an opportunity for a Feel-Good Moment.The following pages outline our new Feel-Good Design system and supersede previous brand guidelines in The Golden Arches Code (the policy and standards section of The Golden Arches Code is being updated separately). Our goalVisual assetsOur philosophyOur personalityOur brand promise is at the heart of everything we do.Lighthearted Welcoming Dependable Unpretentious Playful Visit Design.McDonalds.com for downloadable assets, additional guidance, training tools, application inspiration and case studies. The Golden ArchesTransforming our logo from a static icon to a sensorial symbol.Color paletteWe’re a Golden Brand with Red accents.TypographyA custom, proprietary typeface to unify our global voice—available in three weights.Speedee BoldSpeedee RegularSpeedee LightPlayful Patterns and Product IllustrationsGraphic interpretations that celebrate our latent equities.Making Delicious, Feel-Good Moments Easy for Everyone.Our visual identity principles guide our thinking and approach.Avoiding extraneous noise and static allows us to find the bold, simple essence of McDonald’s. If it doesn’t add, take it away. Negative space is a positive. We don’t follow category norms; instead, we define them.Modern, refreshing, and unexpected interpretations that stay true to our brand heritage. Find ways of adding a playful wink that surprises and delights. Talk with our audience, not at them. Success is inspiring a reaction.Celebrate simple moments and imperfections that speak on a personal rather than corporate level. Play with context, scale, contrast, balance, movement and energy. Brand architecture Confidently humble Familiar yet surprising Flawesome ArcheryUsing our symbol creatively, dynamically, and purposefully.PhotographyCapturing and inspiring delicious, Feel-Good Moments.ADD TILES VERTICALLY AND HORIZONTALLY AS NECESSDIPS ARE ALIGNED WITH FRIES.DO NOT PLACE TOO MANY DIPS.(CYAN LINE INDICATES PATTERN EDGE - DO NOT PRINT)OverviewNote: 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.). ©2019 McDonald’s Visit Design.McDonalds.com for additional guidance, case studies, tools and downloadable assets. The Golden Arches Cheatsheet WordmarkArcheryFor best practices, refer to the Archery Cheatsheet.Use of the Golden Arches is governed by Archery. I’m lovin’ itEverybody knows our name— we don’t always...
