McDonald's new brand design is sleek and sexy!
Turner Duckworth – the design master behind Amazon and Subway – has now redesigned the infamous McDonald’s. Wanting to bring McDonald’sback to their brand origins, they highlighted the golden arches and brought back the 1971 “You Deserve a Break Today” campaign.
The designers' goal was to bring back the joy of the McDonald's experience by highlighting its most nostalgic brand attributes and by taking a new look at resources that may have previously taken a backseat. For instance, golden yellow has replaced red as the overarching color signal. Its strong, sunny presence is everywhere—on clothing, on architecture, in graphics. The arches themselves have come to life and sneak out again and again: they jump, walk, and create charming patterns almost like an actual mascot.
The brand design has been greatly simplified to put the spotlight back on these valuable assets. Toward that effort, a single typeface—Speedee—has replaced a cluttered closet of typefaces that had been in use in the past.
The stronger, simplified design also highlights the concept of "flawsome," which celebrates the natural imperfections that comes with ordering fast food. It's not fancy or in any way Instagram–able, but it is evocative in the way only hot, salty, disorganized French fries can be.
