 
McDonald's Advertising McDonald's original advertising symbol was a winking little fellow named "Speedee", designed to promote McDonald's fast service. In the 50s and early 60s, McDonald's drive-in restaurants were easily identified by their red and white tile buildings, which were capped with a slanted roof and framed on either end by a single golden, neon arch. Restaurants began to use the advertising theme, "Look for the Golden Arches" and in 1961, the "Speedee" symbol was replaced by a new logo - an "M" slashed with a line, symbolizing the neon arches and restaurant roofline. The arches, updated over the years, remain the advertising symbol for the company and are now one of the most recognized icons in the world. At first, local franchisees focused all of their energies on marketing within their own communities, primarily in print advertising. With the evolution of television and the rapid growth of McDonald's across the United States and into Canada in the late 1960s, it quickly became apparent that local advertising would not be enough to promote the system's growth as a North American chain with a single brand identity. In 1967, the franchisees created a special fund whereby a percentage of restaurant sales would go towards national advertising initiatives. By pooling resources, McDonald's gained access to the venue of television advertising. |
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