McDonald’s used the 1960s slogan “Look for the Golden Arches.”
The slogan directed motorists and pedestrians toward McDonald’s restaurants by turning the Golden Arches into a roadside navigation symbol. The arches had originally been developed as architectural features on restaurant buildings, but their repeated use made them increasingly recognizable as a standalone corporate mark.
By encouraging customers to look for the arches, McDonald’s advertising connected physical restaurant design with brand recall. The phrase therefore helped transform an architectural feature into one of the world’s most recognizable commercial symbols.
The slogan should not be confused with later McDonald’s lines such as “You Deserve a Break Today” or “I’m lovin’ it.” It belongs to the earlier period when the company was teaching customers what its new visual identity meant and how to find its restaurants.