| Title | McDonald's - Visual Identity System |
| Agency | Turner Duckworth |
| Campaign | McDonald's |
| Advertiser | McDonald's |
| Brand | McDonald's |
| Date of First Broadcast/Publication | 2019 |
| Business Sector | Restaurants & Fast Food |
| Story | Elevating the use of the golden arches conveys brand confidence and allows McDonald’s to redefine itself as a "golden" brand. Creating a custom typeface that plays off the golden arches' curves creates modernity and global consistency. A library of playful patterns highlights its well-known products. Product photography makes the food the hero and drives differentiation. The approach to sub-brands is updated to let their individual messages shine, while connecting back to the master brand. |
| Media Type | Packaging, Branding & Design |
| Length | |
| Chief Creative Officer | Sarah Moffat |
| Design Director | Tyler Brooks |
| Lead Designer | Hannah Steinberg |
| Designer | Loren Schott |
| Designer | Hollis Callas |
| Designer | Oliver Lo |
| Designer | Sydney Bradshaw |
| Production Director | Craig Snelgrove |
| Artworker | Jeff Ensslen |
| Artworker | Sara Scanlan |
| Account Director | Wyeth Whiting |
| Account Director | D’Arcy Danaher |
| Typographer | Dalton Maag |
| Implementation Director | Liisa Turan-Walters |
| Digital Hub partner | Reach Creative |
More Work
SEE ALLSubway Logo
- BRAND:
- Subway
- AGENCY:
- Turner Duckworth
Brawny Packaging Redesign and Visual Identity
- BRAND:
- Brawny
- AGENCY:
- Turner Duckworth
Birthday Candles
- BRAND:
- 46664/Coca-Cola
- AGENCY:
- Turner Duckworth
100
- BRAND:
- 46664/Coca-Cola
- AGENCY:
- Turner Duckworth
Shattered Fragments
- BRAND:
- 46664/Coca-Cola
- AGENCY:
- Turner Duckworth