Draft:McDonald's

From the Audiovisual Identity Database, the motion graphics museum

(Redirected from McDonald's)



McDonald's is an American multinational fast food chain and real estate company, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They rechristened their business as a hamburger stand, and later turned the company into a franchise, with the Golden Arches logo being introduced in 1953 at a location in Phoenix, Arizona.


1st Logo (1993-1997)

Visuals: On a space background, a red line with the yellow text "McWORLD" streaks across the globe from the left, rotating to the front of the planet Earth (with a piece of land consisting of the Golden Arches), with the line's curve disappearing as this happens. The line and text leave a frozen motion mark in the center and the earth rotates for a few more seconds before everything cuts to a kid from the commercial saying "Hey, it could happen!"

Variant: On one commercial, the earth is shifted up to make room for the slogan (which reads "hey, it cOULd happeN!"). A child dressed as an astronaut flies to the right as he/she says the slogan.

Technique: CG animation.

Audio: A heavy metal theme with a synthesizer, accomapnied by a high-pitched male voice screaming "McWorld!".

Audio Variant: On most commercials, the logo is delayed for a second, which leads the audio to be out-of-sync.

Availability: Seen on non-Happy Meal commercials for McDonald's aimed at children in North America. It was most frequently used in 1995.

2nd Logo (1997-2000)

Visuals: Over a black background is the text "did somebody say". A red speech bubble with a yellow outline with the Golden Arches with a question mark to the right of it appears to the right of "did somebody say".

Technique: 2D animation (combined with live-action in the McDonaldland/Ronald McDonald commercials).

Audio: It varies, but a person or people say or sing "Did somebody say McDonalds?"

Availability: Seen on late 90s commercials for McDonald's.

3rd Logo (Late 1990s?-Early 2000s)

Visuals: On a sky background with animating hamburgers scrolling to the bottom left-corner is Ronald McDonald (played by a Japanese actor) doing a magic trick with his hands, revealing the McDonald's logo (which consists of the Golden Arches and a smile underneath). The logo then covers the whole screen by bouncing towards it.

Technique: CGI combined with live-action.

Audio: A choir singing "Happy Set!".

Availability: Seen on early 2000s Japanese commercials for McDonald's.

4th Logo (2000-2003)

Visuals: On a black backbround, the red background begins with the McDonald's logo and drawing a yellow smile. Then, it moved to the right and the slogan is wiped in right.

Variants:

  • A disclaimer or URL may appear at the bottom.

Technique: 2D animation.

Audio: Signing "We love to se your smile!".

Availability: Seen in North American commercials from around that time.

5th Logo (2001-2003)

Visuals: On a black background, there is a McDonald's logo with smile drawn and the slogan in white text faded in.

Variants:

  • A disclaimer or URL may appear at the bottom.

Technique: 2D animation.

Audio: Unknown

Availability: Seen in North American commercials from around that time.

6th Logo (2003)

Visuals: On a background with McDonald's logo.

Variants: Unknown

Technique: 2D Animation

Audio: Unknown

Availability: Seen in North American commercials from around that time.

7th Logo (2003-2009)

Visuals: At the end of the commercial is the famous Golden Arches zoom out. A flashing light then fades in and moves from right to left and turns yellow, as "i'm lovin' it" zooms out below the arches and leaves a trail.

Variants:

  • The Golden Arches may have a two-dimensional or three-dimensional look.
  • On some commercials, the logo begins after the arches have zoomed out.
  • On Canadian commercials, a maple leaf can be seen in the Golden Arches.
  • On some British commercials, the only animation is the text zooming out.
  • The slogan may be translated in some countries:
    • Canada (French): "c'est ça que j'm"
    • Spanish-speaking America: "me encanta"
    • Chile: "me encanta todo eso" (in addition to the previous one)
    • Brazil: "amo muito tudo isso", with the words appearing one by one.
    • France: "c'est tout ce que j'aime", with the English slogan shown below.
    • Germany, Austria: "ich liebe es"
    • Russia: "вот что я люблю"
    • Ukraine: "я це люблю"
    • Philippines: "love ko 'to"
  • On European Happy Meal commercials, the background is yellow, the arches have a red shadow and a white glow, and the slogan, also red, is in a different font.
  • On a 2006 commercial, the text "proud partner" above a yellow Olympics symbol, the two separated by a yellow line, zooms out before fading out. Then, "i'm lovin' it" zooms out.
  • A British commercial shows the logo on a dawn sky, with the text "most restaurants open at 6:30 am" below, which then fades out, and the normal slogan takes its place.
  • Starting in late 2006, it may feature the thinner 2006 logo.
  • A later British Happy Meal variant, introduced circa 2006, has the logo, with a red shadow and a white glow, on a red background, with the slogan in yellow, with its letters moving a bit.
  • A 2008 Latin American variant has the logo animated on a red background.

Technique: 2D animation.

Audio: It depends on the commercial, but generally features McDonald's famous "I'm Lovin' It" jingle that was introduced with this logo.

Availability: Seen in commercials from around that time.

8th Logo (2006-2008)

Visuals: The Golden Arches, now thinner and always two-dimensional, zoom out and form from the bottom, on a red background with that appears orange at the beginning. The slogan, in yellow, fades in.

Variants:

  • A disclaimer may appear at the bottom.
  • On some commercials, the slogan isn't faded in.

Audio: Again depends on the commercial, generally featuring the same jingle.

Availability: Seen in North American commercials from around that time.

9th Logo (2007-2010s)

Visuals: The Golden Arches are still on a red background, with the slogan in yellow. The slogan, in white or yellow, may or may not fade in.

Variants:

  • The background's shades of red may differ between commercials.
  • A disclaimer may appear at the bottom.
  • On some American commercials, the slogan fades out and the text "many stores open at 5am" or "many stores open 24 hours" fades in in its place.
  • Another variant has a crescent moon rise from the arches and five stars appearing at the left of the moon when it stops. At the same time, the slogan crossfades to the text "open 'til midnight or later".
  • A Japanese variant has a bright red background.

Audio: Again depends on the commercial, generally featuring the same jingle.

Availability: Seen on international commercials from around that time.

10th Logo (2008-2010)

Visuals: At the end of the commercial, the Golden Arches zoom out on a red background. The arches are then filled with yellow. After the arches have zoomed out, the slogan "i'm lovin' it" appears as if it was written.

Variants:

  • A disclaimer or URL may appear at the bottom.
  • Sometimes, the logo is still.
  • Sometimes, it starts when the text is "written".
  • A 2010 variant has the logo still at first, but the arches get pushed to the right to make space for a yellow line at the middle and at the left, the logo for the United States Olympic & Paralympic Committee, also in yellow. During that, the letters of the slogan get scrambled and turn into "proud partner".
  • On Happy Meal commercials, a Happy Meal set or just the Happy Meal box may replace the Golden Arches.

Audio: Again depends on the commercial, generally featuring the same jingle.

Availability: Seen on American and Canadian commercials from around that time.

11th Logo (2010-2015)

Visuals: At the end of the commercial is the slogan "i'm lovin' it", now in a rounder font, "written" the same way as the previous logo, as the commercial fades to red. Then, to its right, the Golden Arches zoom out, glowing when they stop.

Variants:

  • A disclaimer or URL may appear at the bottom.
  • Sometimes, there's no transition from the rest of the commercial, resulting in the red background fading in from black.
  • On American Happy Meal commercials, like the previous logo, a Happy Meal set or just the Happy Meal box may replace the Golden Arches. However, the text is still below the Happy Meal.
    • Another variant shows a real Happy Meal set, with the slogan below.
    • In 2014, a Happy Meal variant shows the Happy Meal set on a white background and the slogan in gray.
  • An Arabian commercial uses the thicker 2003 arches instead and also has the background and slogan still.
  • A 2013 variant has the completed logo fade in from the commercial, but the slogan is initially replaced by "thank you Donald Driver!" The text flips down to reveal the slogan.
  • The slogan may be translated in some countries:
    • Spanish-speaking countries: "me encanta"
    • Philippines: "love ko 'to"

Audio: Again depends on the commercial, generally featuring the same jingle.

Availability: Seen on American and Canadian commercials from around that time.

12th Logo (2014-2016)

Visuals: At the end of the commercial is hearts of multiple shades of orange, yellow and green, transitioning to a blue background with the same heart pattern in the middle. The Golden Arches form, with a red heart popping out quickly from the middle of the arches. The slogan "i'm lovin' it", in a whole new font, appears in white.

Variants:

  • A disclaimer or URL may appear at the bottom.
  • There's a Happy Meal variant similar to the early 2014 one, only the slogan is blue and in the new font.
  • An Arabian commercialuses the thicker 2003 arches instead and also has the background and slogan still.

Audio: Again depends on the commercial, generally featuring the same jingle.

Availability: Seen on American commercials from around that time.

13th Logo (2016-2018)

Visuals: Only the Golden Arches forming and "i'm lovin' it" sliding in from the bottom of the arches. The background is generally red.

Variants:

  • On a McCafé ad is the McCafé logo on a brown background, which then moves down and fades out. Then, the McDonald's logo animates as usual on the same background.
  • Sometimes, the animation is superimposed over the end of the commercial.
  • There may be a disclaimer at the bottom.
  • When the disclaimer is about the McDonald's app, it may show a phone icon with the Golden Arches on it at the left of the disclaimer.
  • There's a Happy Meal variant similar to the previous logo's, but the Happy Meal is live and the slogan is at the top left.
  • The arches may have a shadow.
  • A circa 2017 variant has the arches and slogan stacked on a windowed door.
  • In 2017, the logo is on a black background.

Audio: Again depends on the commercial, generally featuring the same jingle.

Availability: Seen on American commercials from around that time.

14th Logo (2018-)

Visuals: Same as before, only the animation is generally still and the slogan isn't present. The background is generally red.

Variants:

  • There may be a disclaimer at the bottom.
  • On breakfast ads, the Golden Arches rise like a rising sun. A strong glow is present coming from the arches.
  • Another variant has the arches getting filled in yellow like a drink, with bubbles flowing up.

Audio: Again depends on the commercial, generally featuring the same jingle.

Availability: Seen on American commercials from around that time.

15th Logo (2018-)

Visuals: At the end of the commercial is the famous Golden Arches draw itself while a red square zooms out with the emblem resulting in a symbol similar to the McDonald's app logo. The tagline "i'm lovin' it", in McDonald's new corporate font "Speedee", appears below starting in 2019.

Variants:

  • There may be a disclaimer at the bottom.
  • The logo sometimes doesn't transition from the rest of the commercial, resulting in it forming from a black background.
  • A McDelivery commercial has the logo form into a black outline of a phone, alongside the text "Order McDelivery® in the app" in red.
  • The slogan may be translated in some countries:
    • Spanish-speaking countries: "me encanta"
  • On Sega's Sonic The Hedgehog 2 commercial, the slogan is bigger.
  • On Grimace's Birthday commercials, the logo is inflated.
  • On Disney's Elemental commercial, the slogan is bigger and in the black background.

Technique: 2D animation.

Audio: It depends on the commercial, most commonly a man singing the jingle off-tune or whistling.

Availability: Seen on their current commercials.

Cookies help us deliver our services. By using our services, you agree to our use of cookies.