How To Strengthen A Brand Through A Visual System – Mcdonalds, I’m Lovin’ It!

By Author: charles elena
Total Articles: 10
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Inside the restaurant, the same décor is used worldwide – identically colored chairs and benches, staff uniforms and menus. In fact, McDonalds is one of the great originators of a consistent visual branding design – a brand that itself is worth over $35 billion dollars according to Interbrand. But how does McDonalds assimilate all of its different product lines, sub-brands and visual merchandise under one visual system?

Consistency

What is the colour you think most about when picturing McDonalds? Chances are, it’s the colour yellow. From the golden arches mentioned above to Ronald McDonald’s flamboyant uniform, yellow is a key colour for McDonalds advertising. A bright colour that can be spotted from a longer distance than any other, yellow is also replicated on burger cartons, fries packets (along with another dominant colour, red), chairs, menus and placemats. Even the burgers, with their gooey complement of melting cheese, reinforce the brand colours. This consistency of colour gives McDonalds a branding design element that its competitors lack.

Sub brands

McDonalds ...
... launched its McCafé® service more than a decade ago in response to growing consumer demand for a premium coffee service within the restaurant. Today, it is one of McDonalds’ most profitable ventures, and is making inroads into other premium coffee chains such as Starbucks and Hudsons. Visually, McCafé® is still part of the McDonalds brand umbrella. However, it’s branding – from classier staff uniforms to product display – is more upmarket to reflect its higher price and greater quality.

Healthy Choice

When McDonalds first released its Healthy Choice range of burgers and sandwiches, many hooted in derision. On the surface, it seemed to be an admission of defeat by McDonalds, an admission that burgers were on the way out. A few years on, both burgers and Healthy Choice meals are selling well, and business is booming. Due to their advanced branding techniques, McDonalds was able to move away from their unhealthy burger-driven image, and incorporate more menu choices without alienating their core market.

Again, the healthy choice burgers are visually marketed within the framework of the core McDonalds brand. However, they have slightly greener packaging and menu highlights, which reflects the healthier nature of the contents.

A healthy conclusion

A key to McDonald’s success has been to incorporate sub brands, franchises, offers and deals under one unifying master brand. A careful mix of colour and style-guide consistency in their branding design allows McDonalds to alter its offerings without significant consumer backlash.

For more information on how to create a compelling visual branding design , contact the Charles Elena branding studio on (03) 9663 5433 today!