Ray Kroc purchased the McDonald brothers' company in 1961, giving him control of the business and its developing brand system.
Kroc had become the brothers' milkshake-mixer distributor and opened a McDonald's franchise in Des Plaines, Illinois, in 1955. He promoted standardized operations, consistent restaurant design, and a uniform customer experience as the chain expanded through franchising.
The 1961 purchase ended the brothers' direct ownership of the McDonald's business. Richard and Maurice McDonald retained ownership of their original San Bernardino restaurant until 1962, when it was renamed Big M after the sale.
The acquisition was important for branding because it enabled Kroc's organization to coordinate restaurant appearance, packaging, advertising, and operating standards across a national network. The Golden Arches logo was introduced shortly afterward, in 1962, helping give the expanding chain a common visual identity.