McDonald's Brand Reset
In 2018 McDonald’s performed a brand reset with the goal to clearly signal improved quality, sustainability and investments in new services. To modernise the brand expression and increase the perception of quality we developed the visual identity with a new color system, photographic manner and animated illustrations and icons built from shapes in the logotype. A design system connected to the different product ranges and price levels was defined to create a consistent quality brand expression through all touchpoints.
The Brand reset including new visual identity and brand communication concept lead to positive sales and penetration for the first year since 2012. Based on McDonald’s brand measurement the perception of “Quality” increased with +75% (Aug’19 vs jun’17) and “Value”: +25% (Aug’19 vs jun’17).