McDonald has one of the most recognizable logo across different continents and countries around the world.
Let us look at the history of McDonald’s Logo. The initial logo uses simple fonts and gradually simplified into typography.
When Ray Kroc bought the rights from the McDonald brothers in 1961, he uses the new McDonald’s logo with 2 golden arc and a line across. In the years to come, he managed to bring McDonald into the internationally stage. It all started with the right business model, right people, right timing and also using the right logo.
What are the Elements within McDonald’s logo and how does it help the business?
Looking at the 1961 Logo, there are the 2 golden arches with a line in the middle in yellow, outlined in red, red fonts and white background.
The colour Yellow is Earth element, Red is Fire element and White is Metal element. The 2 arches with the line in the middle, forms the image of a bridge, which signify Metal elements. The bridge also signifies to go across something, such as establishing a network or create a link between different locations.
In this case, McDonald plans to build their business across country’s borders and their main business focuses on real estate, although they are a restaurant that sells fast serving burgers and meals. Real estate is Earth and Metal element, while Sales and Fast service is Fire element.
Using the relationship of the 5 elements, Fire creates Earth and Earth creates Metal. In Fengshui, we focus on bring balance. With too much of any elements, will disrupt the balance and hence affect the flow of the business. From this logo the Metal elements are being controlled through Fire element. Creating a loop which harmonized the 3 elements.
As you may have noticed, there is not much alteration to their logo as it is a winning formula for decades.
In 2009, McDonald used a hunter green logo in Europe to promote a more eco-friendly image of the company. In my perspective, the green represent Wood element and Wood controls Earth. This means, the green image which they have set out may affect their real estate revenue in the long run. Issues with rents may arise with existing franchisee.
They could have stick to the original logo and do a revamp to the restaurant’s image from interior design to building outlook. At the same time, reduce usage of plastics and non eco-friendly packaging within the restaurant.
In summary, McDonald’s has an excellent logo which has stayed with them over the years. The Elements are well balanced and proves that a good logo has the ability to enhance businesses and bring wealth to the business owners.