What slogan did McDonald’s use in its 1960 “Look for the Golden Arches” campaign?

McDonald’s used “Look for the Golden Arches” as the slogan of its 1960 campaign.

The phrase directed motorists toward the chain’s highly visible yellow arches, which had begun as features of McDonald’s restaurant architecture. It turned a building design into a practical navigation cue and a memorable brand message, especially as roadside locations expanded.

The campaign belongs to an earlier period of McDonald’s advertising than “You Deserve a Break Today” and “I’m Lovin’ It.” Those later slogans are often recalled more readily, but they do not identify the 1960 campaign. The wording also reflects how McDonald’s branding originally relied heavily on visibility and recognition from passing traffic.