McDonald’s Internal Branding
As McDonald’s moves forward in today’s uncertain climate, it has continued to establish itself as a global force for good. Creating a more sustainable operation, advancing employees’ careers, and bringing communities together around the globe are central to McDonald’s mission. The task was to encapsulate this into memorable designs that showcase these forward-facing qualities to employees, franchise-owners, and investors alike.
Services
Brand Identity and Visual System, Logo Design, Digital Experience, Motion Graphics, Creative Direction
Creative Direction
Justin Ahrens, Susan Herda
Agency123 Brand
Part of the efforts to bolster McDonald’s as a force for good required aligning teams and restaurants across the country with consistent visual language and motivated message, driven by their internal design agency, Agency123. A new logo and visual system was developed to reinforce their brand to be just as bold, playful, and energetic as the external-facing projection.
The system was driven by the concept of “taking a peek” into something great happening inside McDonald’s. This was visually executed by the typographic motif of the characters cut off as the bottom, the bright, lively color palette, and flexible system of deconstructed typographic elements.
Campaign Logo Design
In addition to branding the internal design agency, there was collaboration on several campaigns, designing everything from print collateral, infographics, motion graphic experiences, and logo designs like the ones below.
