McDonald's Re-brand

Moving on from my project proposal, I wanted to start by investigating companies who have gone through extensive re-brands since their inception. McDonald's was a good example to use. Since the company has been around since around 1937, I had a larger timeframe to work from and a larger amount of re-brands to investigate.

However, the biggest change Mcdonald's had was in around 2007 when it moved heavily towards the use of a green background and starting to veer away from the traditional red.



This came about just 3 years after the release of the popular documentary 'Super-Size Me', which pointed out the negative health issues cause by McDonald's menu and started a huge backlash against the company.

The change to green was probably to try and convey an image of health and positivity and try to change public perception of the brand.

One of the biggest changes to this re-brand was the complete overhaul of the McDonald's stores. Previously, the stores were bright and artificial, coinciding with the 'old' marketing style of 'the brighter the better', and changed to a more modern, clean and sophisticated colour palette and design.