McDonald麦当劳品牌视觉手册

Gloria YaseinN0753203 MMYmmmmmmmmmmmmmmYYYMMYYYYYWmmmmmmmmmmmmmmYYYYM mmmmmmmmmmmmmommmmmmmmmmmmOmmmmmmmmmmmmmoYwwwwuYmmmmmmmmmmmmmommmmmmmmmmmmo 1.1Brand History n81.2 Our Food Philosophy a.101.3OurLog0m.12 Brand Positioning .r3sBrand Guidelines .e3.1 Logo GuidelineS n193.2 Tone of Voicen213.3ImageGuidelinesn243.4Store Requirementsa.334.1 Menu Colours 484.2 Product VariationS a.504.3Productinnovation 514.4 Healthy OptionSn.544.5McCafen5505Our Customer ..06Our CSR .26.10urcommitmentto thepianetn.636.20urcommitmentto you n.6907MarketingCommunications.s7.1Personal Selling .81.2 Distribution Channels μ791.3SalesPromotion n.811.4Advertisingn.847.5Social Media u.9108Our Future as 0203 Apioneer in thefastfood industry,McDonald'srevolutionized the way that billions of peoplearound the world eat-and produce-fast foodHowever, there is no doubt that we have comefromhumblebeginnings. "As proud to makehistory as we are to makeburgers." Starting out as merely a family business, ourfirst McDonald's restaurant was opened andrun by brothers Dick and Mac McDonald in1940 in San Bernardino,California.HoweverMcDonald's would not be the food empire it istoday without Ray Kroc-a man who stunned bythe effectiveness of their operation -pitched hisvision to the brothers of creating McDonald'srestaurants all across the US, opening the firstfranchise in 1955, in Des Plaines, Illinois. Today, his legacy lives on. Now the biggest fast-food chain in the world, we have gone from sell-ing hot dogs at a stand to a business worth overS110 billion with more than 36,000 locations inover100 countries around the world. TO CREATE A CONNECTION THAT IS GENUINEOUR BRAND NEEDS TO REFLECT THATWITHA BRAND LOOK AND FEEL THATISWELCOMING.HONESTANDRELATABLE 1.The word"McDonald's" should bepositioned correctlythroughthe Mshape.Do not replacetheword"McDonald's"with anyotherword,nameorentity. 2.Text orgraphics should comenocloserto the logo than is indicated inexample2.3. The M should never be obstructedby anyitem; it should be seen in itsentiretyandnot beoverpoweredbyotherdesigns.4.Avoid violatingboth the inkedareaas well as the space insidethe Archeswithtype,pictures,characters,patterned backgrounds oranyothergraphicelement.5.TheM should not beused as theletter"M"unlessitisinconjunctionwithcertainotherMcDonald'strademarks.NeverusetheGoldenArches asa"W","E","Z"or"3".6.Avoid manipulating the size orshape of the logo.7.Avoid manipulatingtherelation oftype to the logo.8.Avoid moving the trademarksymbol (TM,Mc,,orMR)from itsusuallocation. Note:Screening ofcoloredversions isnot permitted. Onecolorreproductionshould showtheArchorMshapeinsolidblack,yellowor red. Logo Guidelines. We want our customers to considerus their friend.That is why we makesure that all our touchpoints, such asour stores, social media accounts,andmostimportantlyourcampaignsproject our casual and goofy tone ofvoice. It is essential for us that our visual identity isalways consistent and of high quality. There-fore, although we do not have specific imageguidelines, our imagery always serves at leastoneoffourpurposes. For example, our investments in spon-sorships of local grassroots programs andglobal events liketheOlympicGamesand FIFA World Cup provide opportuni-ties that make a differenceforkids andcommunities around the world.They alsoallow us tokeeprelevant as webecomepart of the social conversation. #3 BBe part of the social conver-sation with real-time,relevantandplanned content. #4Act as a source of Socialto McDonald's (e.g. internalfood practises, sustainability,etc.J Wherever you are in the world, McDonald's will alwayslookthesame.Thisisbecauseourfranchisesmakesuretofollow our quality control standards, when preparingyourfood, but also when considering the design, and in-storeenvironmentofeachandeverysingleoneofourrestau-rants. Store reguirements. WoodFront We use sustainable wood in ourstore structure, reminding ourcustomers of our commitmentto sustainability. StoreFront We always displayour renowned logo,as well as companyname, at the forefrontofeveryrestaurant. Store Front. Warm Bright Lightining We want our customers to enjoya pleasant setting. This involvesmaking sure that natural lightingbrightens up our restaurant. Promotional Tools To raise customer awareness,wehavepromotional bookletsontablesthatfeatureneworlimitededition productsonoffer. Entrance. Technology Franchisees arerequired to implementtechnological advances,aspart of fulflling our vision.These self-service machines allow ourcustomers to order and pay for their meal, and collect it at our coun-ters, improving efficiency. MenuBoards Ourmenuboardsarethereto guide our customers, asthey are making their order. Heavenly smells Withourfood beingfreshlyprepared, glorious smells fillour restaurants. Dining Area. Wallpaper Wewant our customers tobeimmersed in our brand identity.This is achieved by including ourcampaigns onthewalls. Single StoolsStools are usuallypreferredbybusinesspeop