McDonald’s
2006
An inconsistent icon
As arguably the third most-recognized icon in the world, it was surprising how inconsistently the McDonald’s brand was presented. A wide range of vendors, agency partners, internal marketing professionals and franchisees needed to gain access to McDonald’s brand assets and found it difficult to do so. This led to work of less than perfect standards across all types of brand touchpoints.
Guide for golden arches
Wolff Olins conducted an extensive global audit of all brand touchpoints. From this information, we worked with Global Marketing to agree on one standard set of McDonald’s golden arches and the basic usage guides around them. We also devised a way to make it easier to produce branded materials – creating an online brand center with assets that even a marketing novice would be able to navigate to find the correct artwork format fit for purpose.
A global logo bank
With a minimal level of internal communications and no training programs, site traffic well exceeded initial expectations - with over 8,500 visitors from Oakbrook to Okinowa and 6,000 logo files downloaded in the first six months. With no updates or expansion to additional brand resources, the site continues to garner hundreds of visitors each month. The platform to make additional brand resources available is there when the organization is ready to take that leap.
