Overview
This document outlines McDonald's new Feel-Good Design system, superseding previous brand guidelines. It provides downloadable assets, additional guidance, training tools, application inspiration, and case studies.
Visit Design.McDonalds.com for more resources.
Our Brand Promise
Making Delicious, Feel-Good Moments Easy for Everyone.
Core Principles
- Our Goal: Create an inspirational design system that delivers on the brand promise and contemporizes the global design approach.
- Our Philosophy: Every touchpoint is an opportunity for a Feel-Good Moment.
- Our Personality: Lighthearted, Welcoming, Dependable, Unpretentious, Playful.
Visual Identity
Visual Assets
The Golden Arches are transforming from a static icon to a sensorial symbol.
Color Palette
McDonald's is a Golden Brand with Red accents.
Typography
A custom, proprietary typeface, Speedee, is used to unify the global voice and is available in three weights: Bold, Regular, and Light.
Visual Identity Principles
- Confidently Humble: Emphasize simplicity and boldness, removing extraneous elements.
- Familiar Yet Surprising: Offer modern, refreshing interpretations that stay true to brand heritage with playful surprises.
- Flawesome: Celebrate simple moments and imperfections, using context, scale, and contrast dynamically.
Key Elements
- Archery: Creative and dynamic use of the Golden Arches symbol.
- Playful Patterns and Product Illustrations: Graphic devices that celebrate brand equities.
- Photography: Capturing and inspiring delicious, Feel-Good Moments through both food and lifestyle imagery.
Restaurant Design
Restaurants are the stage for the brand, with every detail contributing to providing Feel-Good Moments. This includes flexible use of Gold, integrating Archery, and thoughtful materiality.
Language Support
The Speedee typeface supports Latin-based languages. For non-Latin characters, Aktiv Grotesk is recommended.
