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McDonald’s changed its name to Golden Arches

Why Golden Arches? ?

We know why McDonald’s changed its name, but many people don’t understand what’s wrong with changing it, and why it was called Golden Arches?

Many conspiracy theorists on the Internet believe that this is an attempt to get closer to the Chinese market, but it goes too far. After all, China in the eyes of foreigners is not only rural, but also rural. In addition, McDonald's China mentioned in "Vision 2022" By the end of 2022, it is expected that approximately 45 McDonald's restaurants will be located in third- and fourth-tier cities.

Did McDonald’s China really have such a down-to-earth name just to open up the low-end market?

Of course not, the name Golden Arches really wasn’t thought up by someone who was clever.

1. How long has the Golden Arches been around?

When McDonald's was first founded in 1948, its logo and name were not what they are now, but the simple "McDonald's Famous Burger" "(McDonald's Famous Hamburgers') In 1953, the name was shortened to "McDonald's". In 1961, the big yellow M as we know it finally appeared.

Its origin is the golden arches, the iconic building that every McDonald’s has. ?

In 1952, Dick and Mark met with Los Angeles architect Stanley Clark Meston and his assistant Charles Fish to plan a design for the first franchised McDonald's store. Dick wanted to make a logo with two semicircles, which he thought would attract the attention of motorcyclists and their hungry families. Meston, who previously worked as a set designer at Universal Studios Hollywood, transformed Dick's semicircle into a striking pair of 25-foot-tall tapered gold metal parabolic neon signs that stand in front of the store. This tall sign makes the fast food restaurant's hamburger look like it's worth $1 million instead of 15 cents.

▲McDonald’s Restaurant No. 1 in Des Plaines, Illinois, USA

However, this architectural design was no longer used in the late 1960s, shortly after the appearance of the big M logo. Inherited. So there was a discussion within the company as to whether we should still have this big yellow M that originated from the double arches. Design consultant Louis Cheskin convinced the company to maintain the brand for a surprising reason:

——Freudian symbolism of a pair of nourishing breasts. (The M logo has the symbolic meaning of a pair of upright breasts.)

As a result, the “roof” that ran through the big M logo disappeared, but the yellow big M is still used today.

2. "Golden Arches" are still in use?

McDonald's golden arch-shaped logo has a famous nickname in the West - Golden Arch, which literally translates to "Golden Arches" .

New York Times columnist Thomas Friedman once proposed the "Golden Arches Theory of Conflict Prevention" in his book. He believed that any two countries with McDonald's stores would not go to war with each other—— This theory paints a vision for a world after the end of the Cold War that is based on "Economic Man"--human beings will replace their desire for war with Big Macs and French fries.

And many people don’t know that the name of the hotel owned by McDonald’s Company is also the golden arch hotel, that is, the Golden Arch Hotel.

▲McDonald’s Hotel

So as a dignified international brand, any decision made by McDonald’s is carefully considered, and the renaming of McDonald’s China to the Golden Arches actually does not mean anything to consumers. Impact, because the company name and trademark/trade name are different, just like many people don’t know that Weibo is owned by Beijing Weimeng Chuangke Network Technology Co., Ltd., and Renren is owned by Qianoak Interactive Group, and the connection between the two is weak. It will not have any impact on consumers’ consumption habits.