McDonalds Corporate Identity

I have decided to research McDonalds' corporate identity. Over the recent years it has changed significantly as shown in images above. Originally McDonalds was known for being unhealthy and selling burgers with no real meat in and chips with tonnes of preservatives in. However, recently all the stores have been refurbished matching the new, rebranded McDonalds. The traditional red and yellow which was internationally recognised as McDonalds has changed. The logo which featured the yellow letter 'm' on a red background is now on a dark green background and in fact red is now not associated with McDonalds at all. Green is their new theme which is seen throughout their stores. Also the stores interior has changed dramatically, from small tables on a dirty looking floor with cheap uncomfortable chairs, to a modern, sophisticated finish that gives off a different ambience. By rebranding they have improved the McDonalds experience. The colour green symbolises fresh and healthy food. Also the shade of green is very similar to 'subway', a healthy sandwich store, whose slogan is 'eat fresh'. This new green is paired with more advertisements about where McDonalds get their meat from, for example, '100% British Beef' is a common advertisement. This alone would entice more customers but the interior has also made a great impact. They seem to have tried to achieve a relaxing atmosphere, similar to the popular coffee shops like 'Costa' and 'Starbucks'. For example sofas and comfy seats are now featured in the stores along with wooden décor similar to these coffee shops. This has made McDonalds more appealing.

The reason I have looked at McDonalds is because the College Refectory is needing a similar rebranding. Many people don't like its ambience and think it resembles a junior school canteen. This is a reason why it is not as popular as it could be once rebranded. Although we cannot change the interior or furniture like McDonalds, we can still make a difference with the signs and advertisements. For example McDonalds' new sign on a dark green background without the yellow 'm' makes it look more professional and seems more appealing to people other than children.

McDonald’s material for their menu/advertising is overhead images and meal prices in front of a light. This style of menu would not be suitable in the College Refectory because of the fluctuating prices and changing meals which would require new signs to be made and placed over the light box each time there is a change in the menu. This is not practical and far too expensive.