What phrase did McDonald’s use in its 1960s advertising campaign inviting customers to find its restaurants?

McDonald’s used the phrase “Look for the Golden Arches” in a 1960s advertising campaign.

The campaign turned the restaurant’s architectural arches into a navigation cue. Drivers were encouraged to recognize the bright yellow structures from a distance and use them to identify a McDonald’s location.

This slogan belongs to an earlier period of branding than “You Deserve a Break Today” and “I’m lovin’ it.” Those later campaigns are often remembered more readily, which can lead to the 1960s phrase being misattributed to another era.

The campaign was especially effective because the arches served both a practical function on restaurant buildings and a memorable role in national advertising.