What phrase did McDonald’s use in its 1960s campaign urging customers to find its distinctive arches?

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

The phrase connected the company’s restaurants with their highly visible yellow arch signs. Those arches had first been designed as architectural features for McDonald’s buildings in the 1950s, but they increasingly became a recognizable corporate symbol as the chain expanded.

The campaign is easy to confuse with later McDonald’s slogans. “You Deserve a Break Today” became a major campaign in the 1970s, while “I’m Lovin’ It” launched globally in 2003. “Look for the Golden Arches” served a different purpose: it directed motorists and other customers toward McDonald’s locations by emphasizing the visual identity seen from the roadside.