Ronald McDonald was first designed as a living version of McDonald’s restaurant sign.
The original Ronald McDonald costume incorporated visual elements associated with McDonald’s branding, including a tray-like hat, a paper cup nose, and other restaurant-themed details. The concept presented the company’s sign and products through a human clown character who could appear in television advertising and public events.
Willard Scott portrayed the earliest television version of Ronald McDonald in 1963. The character was later redesigned into the familiar red-haired clown used in McDonald’s national advertising.
Ronald’s development is sometimes simplified into the claim that he was always represented exactly as he is today. In fact, his earliest costume and appearance differed substantially from later versions. His role also expanded from a local television character into McDonald’s principal family-oriented mascot.