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Mac Donalds : how to build a new brand identity ?

20 Dec

Since 2000 and the different crisis ( mad cow disease, symbol of junk food, campaign against obesity and emergence of green consciousness), Mc Donalds was a controversial fast food and suffered from a brand identity problem.

Faced to these different crises, Mc Donalds decided to launch new communication campaigns.

Rebuilding of a desirable brand

Mc Donalds was threatened by loss of desirability and employability. It became a symbol of global capitalism where people don’t want to work anymore due to a merciless social policy.

To fight against this bad brand image, a new TV campaign was launch. This advertisement was focused on training, wellness of employees and equal opportunities.


The change of signature : “Venez comme vous êtes”

After “I’m lovin it” in 2003, Mc Donalds decided to launch a new signature in 2009 “come as you are” : the proximity is the main concern.  Mc Donalds try to communicate on emotional elements instead of practical ones to support its brand image and become a lovemark.

Proximity, diversity, human contact are the catchwords which defines this new message. Anyone can come at Mc Donalds whatever is your gender, race, age or purchasing power.


Evolution of the brand through the logo

18 Dec

KFC, tellement bon !

In the near past, KFC adopted the “logo makeover” as their marketing policy. This company makes a good case study to show the importance of logo evolution over the history of a company. A generation grew up by looking at the immaculately dressed Colonel Harland Sanders in white suit and black bow tie. Although, the grammar of logo designing doesn’t encourage the use of face in the company logos, the face of a smiling colonel in KFC logo became one of the most recognizable icons all over the world over the fifty years of its history. KFC has been one of the few companies that consistently clung to its brand identity with only four small changes in its logo over the past fifty years.

KFC was created by the Colonel Sanders, who is became the emblem of the logo in a stylized version since the creation of the 1st logo. Year after year, the emblem is redesigned to be more and more nice and friendly!

After 26 years, the first logo was redesigned: the ribbon bow tie appears shorter and the fonts on the words «Kentucky Fried Chicken» were changed. The third version of the logo was designed in 1991: the words were changed to “KFC” instead of “Kentucky Fried Chicken”. The word changes were mainly due to the different marketing direction that KFC is trying to approach. The “Fried” sounds too fatty and taken out from the logo and replaced by the word “KFC”. KFC emblem went through a design changes again in 1997: Colonel Sanders appears friendly in this version, we can see his teeth! From 2006, the latest version of KFC emblem was born: The Legendary KFC Colonel got stripped off his white suit! Relax! He got an all new red apron. This new version could reinforce the sentiment of good quality, home cooked food, and of course the fact that the Colonel devised the secret recipe himself. This new logo is expected to be more captivating for the sensibilities of the new generations of the customers.


Mc Donalds, I’m lovin it !

When you design a logo design, it should accurately reflect your brand. Therefore, when McDonald’s has expanded its operations around the world, it used a logo that promises the value of products worldwide.

In the beginning, the 1st version of the logo was a mascot named “Speedee” . it was a sort of chef character, symbol which mix gastronomy and fastness. “Speedee” has disappeared progressively until he was officially replaced as a logo in 1962 and as mascot by Ronald McDonald in 1967.

The famous golden arches in McDonalds logo represent style, significance and a strong corporate identity. It was created by Jim Schindler in 1962 and the idea was first introduced by Dick and Mac McDonald as arch shaped signs on the sides of their then ‘walk-up hamburger stand’. From an angle, those arches looked like the letter “M” and thus, were incorporated in the McDonalds logo as a merger of the two golden arches together. The “McDonald’s” name was later added to the McDonalds logo in 1968. While the physical arches were dropped out from all the restaurants’ building design, The Golden Arches have remained in the McDonalds logo, and have branded the company.

The Mc Donald’s logo is easyly recognizable : golden arches to create the famous “M” now identified around the world, Thus, the  two tones gold (arches) and red (background)  and the fonts which are elegantly simple and easy for the customer to remember.The simplified modern double arch design was trademarked in 1968 and is still in use today.

But today, the main change is the colors: the red color has been replaced by the green one ! Since 2 years, Mc Donald’s has decided to replace progressively his famous red logo by a green background. But what are the mains motivations of Mc Donald’s? This new green logo was accompanied by a policy of sustainable development. To fight against global warming, the firm has less polluting trucks, use of renewable electricity, has changed its packaging … as you can see, McDonald’s has positioned itself as a company that cares about the environment, in order to improve its image.


Quick, nous c’est le gout !

The Quick logo is built around the stylized ‘Q’ letter with the entire name Quick underneath.

From 1971 to 1982, the Quick logo was symbolized by the orange color and the GB name which represents the founder of Quick brand. In 1987, the red color appears and the ‘GB’ name has been replaced by only the ‘Q’. In 1993, Quick decided to redesign its logo and also add in 2009, the slogan ‘Nous, c’est le gout’.


Burger King’s coming back in France ?

6 Dec

In October 2010, Burger King created the buzz with an advertising campaign showing the Whopper – the most famous BK’s burger – and saying « A deux pas d’ici » (« 2 minutes from here »). People were thinking about the coming back of BK in France.

Actually it was just a buzz created in relationship with Eurostar, in order to promote train tickets from Paris to London in 2h15.

Few days after, a TV spot related to this print ad, presented the burger as a real TV ad and ending with the journey « Gare du Nord – Saint Pancras, London- Burger King » and the logo of Eurostar company.

Eurostar has succeed to spread the rumor about BK’s coming back in France, and finally create the buzz about themselves and their train tickets offer.

Recently, an information that Buger Kings is willing to be back in France in 2012 appeared on the net. Apparently, we would find again the famous Whopper, onions rings and Pizza burgers only on the motorway rest areas for the moment…

Fast Food – Est-ce vraiment mauvais pour la santé?

20 Nov

McDonald’s awareness among American Children – Supersize Me (2004)

9 Nov

Amazing experience among American children extract from the movie Supersize Me:

Children can’t recognize Jesus Christ… but Ronald McDonald is a real star !!!

Frightening ?

Mc Jobs: Fast food career the new american dream?

9 Nov

Why you should not eat fast food, but in the end … it’s so good !

9 Nov