What 1960 advertising slogan told customers to identify McDonald's by its Golden Arches?

The 1960 McDonald's advertising slogan was “Look for the Golden Arches.”

The phrase directed motorists and customers toward the chain's brightly colored architectural signs. At the time, McDonald's was expanding beyond its original California base, so a memorable visual cue was especially valuable for travelers encountering restaurants in unfamiliar places.

This slogan connected the physical restaurant design with the company's emerging corporate identity. The arches could be seen from the road, often before customers could read the restaurant name, and the wording encouraged people to treat them as a reliable marker for McDonald's.

The slogan is sometimes mixed up with later McDonald's campaigns. “You Deserve a Break Today” belongs to a major campaign launched in 1971, while “I'm Lovin' It” began in 2003. “Look for the Golden Arches” belongs to the earlier period when the arches themselves were the central branding idea.