![]() In this case, the brand equity in the logo was there all the time – it just took the confidence to bring it back. The emphasis was reversed again in 2004, when the wordmark was scaled to match the diameter of a much larger target symbol which, since 2007, has been widely used in isolation, just as it was in 1968. However, the company name was re-introduced in 1975, and while the distinctive target was retained, it was shrunk to a much less dominant scale and was scaled to match the height of a chunky black all-caps wordmark. In fact, the brand mark functioned without the company name as far back as 1968, when the US retailer refined and simplified its original six-ringed target, which had the company name overlaid across the centre, to the pure three-ringed symbol we know today. Like Shell and Apple, Target has the good fortune to have visual shorthand baked right into its company name. Target has experimented with various relationships between symbol and wordmark over the years More recently, McDonald's has got even more playful in its marketing confidence, such as with these billboards that don't even show the entire logo, and t hese type-only ads. The tagline 'I'm lovin' it' made an appearance in 2003, and went on to replace the company name across many brand touchpoints.ĭecades of ubiquity had given the Golden Arches symbol all the brand equity, confidence and global recognition it needed to stand alone by 2006, without the company name, any accompanying slogans, or any graphic treatments to speak of – just a pared-back, flat-colour 'M' that is unmistakably McDonald's. This approach was refined further in 1975 with the distinctive red background, and many other variants were introduced in different contexts. ![]() In 1968, the Golden Arches adopted their modern-day form – with the company name overlaid at the bottom. Once a prominent architectural feature of its restaurants, the Golden Arches first made their way into McDonald's logo in 1961 – before that point, the fast food chain's text-heavy logos incorporated taglines such as 'McDonald's famous barbecue' (1940) and 'McDonald's famous hamburgers. McDonald's distinctive Golden Arches once incorporated the company name – they now have the power to stand alone
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