麦当劳_McDonalds产品手册

September / ver. 1.2 Our philosophy Our goal Overview Our personality Create an inspirationaldesign system that deliverson our brand promise andcontemporizes our designapproach globally. LightheartedWelcomingDependableUnpretentiousPlayful Every touchpoint isan opportunity for aFeel-Good Moment. Visit Design.McDonalds.com for downloadableassets, additional guidance, training tools,application inspiration and case studies. The following pages outline our new Feel-Good Design system and supersede previous brandguidelines inThe Golden Arches Code(the policy and standards section ofThe Golden ArchesCodeis being updated separately). Our brand promise is at the heart of everything we do.Making Delicious, Feel-Good MomentsEasy for Everyone. Speedee BoldSpeedee RegularSpeedee Light The Golden ArchesTransforming our logo froma static icon to a sensorial symbol. TypographyA custom, proprietary typefaceto unify our global voice—availablein three weights. Color paletteWe’re a Golden Brand withRed accents. Our visual identity principles guide our thinking and approach. Confidentlyhumble Familiar yetsurprising Flawesome Celebratesimple momentsand imperfectionsthat speak ona personal rather than corporatelevel. Play with context, scale,contrast, balance, movementand energy. Avoiding extraneous noise andstatic allows us to findthe bold,simple essence of McDonald’s.If it doesn’t add, take it away.Negative space is a positive.We don’t follow category norms;instead, we define them. Modern, refreshing, andunexpectedinterpretations that stay true to our brand heritage.Find ways of addinga playful winkthat surprises and delights.Talkwith our audience, not at them.Success is inspiring a reaction. Playful Patterns andProduct IllustrationsGraphic interpretations thatcelebrate our latent equities. PhotographyCapturing and inspiring delicious,Feel-Good Moments. ArcheryUsing our symbol creatively,dynamically, and purposefully. Brand architecture Note: These guidelines relate only to the McDonald’s masterbrand.Different rules and guidance may apply to McDonald’s sub-brands andplatforms (e.g., McCafe, Happy Meal, etc.). The Golden Arches Our brand beacon forover 60 years, theGolden Arches inspireeverything we create.They are much morethan a logo, they arean iconic symbol. Minimum heightPrint4 mmDigital15 px Everybody knows our name— we don’t always have to say it. Note:The GoldenArches no longerrequire ® or ™, exceptwithin our corporatewebsite and similarapplications. Minimum heightPrint3 mmDigital8 px Clearspaceis equal tothe height of the “o” of theMcDonald’s wordmark. Our wordmark is mostly reservedfor horizontal restaurant fasciasand corporate applications. Clearspaceis equal to 2 times thewidth of a leg of the Golden Arches. Note:The wordmark no longer requires ® or ™, except within our corporate website and similar applications. OG Use of the Golden Archesis governed by Archery. For best practices, refer to theArchery Cheatsheet. The wordmark is only ever used asblack or white. Do notmodify the wordmarkin any way. Do notlock the wordmark up withthe Golden Arches. Do notuse the GoldenArches as a letterform. Do notuse colorsother than Gold. Do notapply dropshadows. Do notuse in illegibleinstances. I’m lovin’ it Using the Token The Token Celebrate the liberated GoldenArches wherever possible.Use the Token to support theGolden Arches when scale,legibility and contrast posechallenges, particularly on light-colored or cluttered backgrounds. Place the Tokenin one of thecorners of a layout.The exact cornerplacement andpositioning withinthe quadrants areflexible, as indicatedhere. The preferredplacements arebottom left ortop right. Make sure our taglineis used with purpose.Overuse will diminishits meaning. Showin’ itcan be more powerfulthan sayin’ it. Use the tagline artas it is provided. Minimum heightPrint3 mmDigital8 px Clearspaceis equal to the heightof the “o” of the word “lovin’.” Note:The Tokenno longer requires® or ™, exceptwithin our corporatewebsite and similarapplications. Scale and placement of the Tokenare flexible depending on context.Legibility of the Token ensures that our brandis immediately identifiable. Minimum heightPrint6 mmDigital25 px Clearspaceis equal to thedistance between the legof the Golden Arches andthe edge of the Token. Do notlock the tagline up withthe Golden Arches or the Token. Do notcenter the Token. Archery informs how we use the Golden Archescreatively and dynamically. Archery is always usedcarefully and thoughtfully in order to maintainthe integrity of our symbol. Cropping Archery shouldonly be used if… Use the provided artwork to ensureconsistency and maintain theintegrity of the Golden Arches. Four cropped sets of the GoldenArches are available for downloadatDesign.McDonalds.com. Do notalter the Golden Archesin any way. It supports an ideaThe Golden Arches can focusattention or re-stage the expected. Do not use as decorationWithou