What phrase did McDonald's use in its 1960s advertising to direct customers toward its distinctive roadside signs?

“Look for the Golden Arches” was a McDonald's advertising phrase directing customers toward its distinctive signs in the 1960s.

The phrase drew attention to the architectural arches that had first appeared on McDonald's restaurant buildings. Those arches eventually became the basis of the company's famous stylized M logo and a widely recognized symbol of the brand.

The wording was especially useful for motorists because early restaurants were commonly placed along busy roads and highways. A customer could identify a McDonald's location from a distance by looking for the bright arches.

The phrase is not the same as “I'm Lovin' It,” the later global slogan. It also refers to the physical branding landmark, not to a particular sandwich or advertising character.