Adweek: McDonald’s Crops the Golden Arches to Direct You to the Closest Restaurant

The Golden Arches is a logo that’s recognized around the world. That’s why, according to Adweek, the latest ad campaign from McDonald’s is catching on. A new campaign created by Cossette crops the iconic McDonald’s symbol on billboards in order to direct drivers to the nearest location.

The brand told Adweek, “To create a new way-finding system, we noticed that the directions were right there in the logo,” the brand says. “By cropping the Golden Arches into a directional path, and reducing the visuals to only what’s essential, we transformed an underutilized media space into a simple unified design system adaptable to any market around the world.”

Right now, this simple—yet effective—campaign only exists across four billboards in high traffic areas across Toronto, Canada. However, the success of the campaign means that it could soon be headed to other major metropolitan cities around the world. It’s especially beneficial in crowded markets with confusing street signs and directions.

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