McDonald’s just released a new line of print advertisements that are noticeably different than their usual design formula. The designs simply list the ingredients of their various sandwiches in the font Helvetica in a color scheme more synonymous to the food itself than the iconic McDonald’s brand.
So, what are the implications of these new minimalistic advertisements? In my opinion, McDonald’s is flexing their influencer muscles and showing that their brand is so strong and recognizable that they don’t even need to include the logo. They can use only one element of their brand design and still effectively advertise their food.
When a company can get away with only using a symbol as a logo rather than a text/image lockup, it is considered a huge accomplishment in the design world. McDonald’s is making the ultimate statement. They are telling the world that they have achieved a level of brand recognition so high that they no longer even need a logo.
Correct me if I’m wrong, but I have never witnessed a brand pull this off before. It’s certainly a huge accomplishment and a huge humble brag on McDonald’s part.