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McDonald's Does Icons With No Branding in Paris
By: Cindy Wendland
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Some of the best billboards lately are created by McDonald's advertising their drinks. Some really nice print ads by McDonald's are promoting breakfast, their classic Egg McMuffin, and the “I’m lovin’ it” logo. Europe has always done things a little differently, and here McDonald's is no exception with their new icons and lack of branding.

Clean, contemporary lines are appealing to many people. McDonald's took this route when they created icons for use in Paris for their top six menu items. Their top menu items are the Big Mac, cheeseburger, fries, sundae, Chicken Nuggets, and Filet-o-Fish. The ad agency that created the icons calls them unique and modern, in the McDonald's brand image, exclusive, simple, and universal. In fact they are. The only McDonald's identifier is a small golden arch.

Good branding will allow you to identify the product with only a partial image. Disney is great at this and does it well with their Disney buses on the park grounds. You don’t see the whole word "Disney." Rather, it is in the background, with other images in the foreground. However, there is no doubt that it is a Disney bus.

McDonald's is doing this with their icons. They are clearly stating that they are the leader in their food items, and all they need to do is show a simple picture of their product and people will be interested. It is a gentle. bold reminder that if you are hungry or want to snack, here are some products to quickly satisfy that need. The icon advertising is celebrating the long-term brand building of McDonald's. The ability to merely show an image and a small logo, yet create a strong reaction, is quite impressive.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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