Just a few reasons the old Ronald McDonald House Charity’s logo needed to be redesigned (other than it was just so dated): Ronald McDonald was retired by McDonald’s years ago; a creepy clown hand holding a child’s hand is just ick; and fast food doesn’t really match up with thoughts of health improvement.
The new logo eliminates all of these problems plus gets rid of the inscrutable RMHC monogram. The heart and house shapes from the old design were retained and redrawn; each has a child-like character that suggests the charity helps children. The red brand color retains a connection with the McDonald’s brand, even though the food company only provides about 25 percent of the charity’s funding. Dialing down the restaurant’s branding will also make it easier for the charity to partner-brand with the other sponsors who provide the remaining 75 percent.
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