What phrase did McDonald's use as its first major national advertising slogan in 1960?

“Look for the Golden Arches” was McDonald's first major national advertising slogan in 1960.

The slogan turned the restaurant's distinctive architectural arches into a navigation aid and a brand promise. Customers were encouraged to recognize the arches from a distance and associate them with a McDonald's restaurant.

This campaign helped connect physical restaurant design with corporate identity. The arches had already appeared on restaurant buildings, but national advertising gave them a consistent message and helped establish them as a central symbol of the growing chain.

The slogan is not the same as the later “You Deserve a Break Today” campaign. The earlier line focused on finding McDonald's, while the later one focused on the customer experience offered after arriving.