“I'm lovin' it” appears in the McDonald's corporate logo introduced in 2003 alongside the Golden Arches.
The phrase was launched as a global McDonald's marketing campaign in 2003 and became the company's best-known modern tagline. The logo treatment placed the lowercase wording beside or beneath the arches in many applications, connecting the symbol with a more conversational advertising voice.
The campaign's music and wording were adapted for international markets, but the English phrase remained widely recognizable. The apostrophe and lowercase styling are part of the familiar presentation, although local executions can differ.
This slogan followed earlier McDonald's lines such as “You Deserve a Break Today” and “We Love to See You Smile.” It is also distinct from the chain's older “M” logo treatments, which did not contain a slogan. The branding milestone is specifically the 2003 introduction of the phrase with the arches.