What phrase appeared beneath the Golden Arches in McDonald’s 1960 logo?

The phrase beneath the Golden Arches in McDonald’s 1960 logo was “McDonald’s.”

The 1960 design helped shift the arches from restaurant architecture into a corporate mark. It placed the company name beneath the paired yellow arches, making the logo readable even to customers who did not yet recognize the symbol by itself. This combination was used before the simplified “Golden Arches” mark became dominant.

McDonald’s visual identity changed several times as the company expanded. Earlier restaurant signs emphasized the Speedee Service System, while later designs increasingly relied on the arches and the company name. The logo’s broad yellow-and-red presentation also became closely associated with fast-food advertising and roadside visibility.

The phrase should not be confused with a slogan. “McDonald’s” is the company name in the logo; advertising lines such as “You Deserve a Break Today” served a different branding function.