Want to know the real secret sauce behind McDonald’s success?

The iconic McDonald’s golden arches are world-famous. Is there a person on Earth who wouldn’t recognise the striking yellow and distinctive ‘M’ of a McDonald’s sign? asks Thoren Hadley, Project Manager, SignManager.

Starting out as one California burger restaurant and growing to a global behemoth ranked 9th in world brands, McDonald’s now has a net worth of over $100 billion.

The McDonald’s brand has an interesting history – its logo and branding evolved from its signage and architecture, not the other way around.

McDonald’s is a great example of the value of signage in building a striking and memorable brand. Let’s look at the history of its distinctive signage.

The birth of the famous golden arches

McDonald’s was a one-off burger restaurant from 1937 until 1952 when the two McDonald brothers, ‘Mac’ and ‘Dick’, briefed an LA architect, Stanley Meston, on their idea for a roadside restaurant franchise.

Dick had the original idea and sketch for a couple of semi-circles that would rise above the restaurant and attract the eyes of passing motorists.

Meston worked with the idea and brought his unique background to the development – he had worked as a set designer for Hollywood, as well as for a drive-in restaurant architect.

A bit of Hollywood razzle-dazzle

You can see the Hollywood influence on the out-sized, literally over-the-top, golden arches. They could have formed the background for a 1950s sci-fi set like Plan 9 from Outer Space.

Part signage, part architecture, their hybrid nature was a drawcard from the start. The pair of metal parabolas were over seven metres high and lit with neon. From 1953 to 1968, every McDonald’s store in the rapidly expanding franchise used these golden arches as a giant wayfinder.

Customers could see the sign and immediately know what to expect from a McDonald’s meal. The golden arches were a guarantee of the brand offer of an inexpensive, fast and tasty meal suitable for the whole family.

From golden arches signage to famous logo

In 1968, the golden arches, like Elvis, left the building and evolved into the double arch or ‘M’ logo. That logo and branding has largely remained the same after 50 years.

McDonald’s is a great case study on the impact of physical signage. People are increasingly spending more time in the digital world, but ultimately will eat a McDonald’s burger in the physical world – so how your brand is represented in the physical world is of utmost importance.

What the McDonald’s golden arches can teach you about signage

So, what are the key lessons we can learn from McDonald’s about the importance of signage in your branding mix?

Physical branding is often more memorable

Customers are overwhelmed by their massive overexposure to images, brands and logos online.

A physical sign is different. You can’t swipe left or right or scroll past it. It’s tangible and real. Physical branding can connect at a more memorable level, creating a deeper level of engagement.

Signage builds lasting brand awareness and recognition

McDonald’s parlayed their ‘50s twin parabolas into signage that makes their brand unique. Few companies are as successful at continually reinforcing their brand awareness through the cleverly integrated use of logos and signs.

It’s said that 79 per cent of people will remember a business based on its signs. When consumers repeatedly see your signage, it has the effect of building trust, credibility and recognition. Signage conveys who you are and is a physical embodiment and expression of your brand values.

Signage has a direct correlation with sales

Well-designed signage prompts customers to make unplanned impulse stops. The U.S. Small Business Administration estimates that between 20 to 45 per cent of business sales come from impulse sales.

McDonald’s had the right idea with eye-catching signage in the right locations. Not only do signs help get your customers through the door, but they reinforce your brand essence inside your stores. 67 per cent of surveyed consumers have purchased products because a sign has caught their eye.

More evidence that signage works is that a rebrand across signage and other brand assets will typically lead to a ten per cent bump in sales.

So, don’t let signage be an afterthought in your branding. Take a leaf out of the McDonald’s book, and enable signage to take your brand to the next level.

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