What slogan did McDonald's use in its 1960s campaign telling customers to look for its arches?

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

The line turned the restaurant's architectural and graphic symbol into a practical navigation device. Customers were encouraged to recognize the bright arches from the road and use them to find a McDonald's location.

This campaign helped connect the arches with the McDonald's name at a time when the chain was expanding rapidly across the United States. The arches had begun as architectural features on restaurant buildings before becoming a standardized corporate mark. Their visibility made them especially effective for roadside advertising.

The slogan is often confused with later McDonald's campaigns such as “You Deserve a Break Today,” which became prominent in the 1970s, and “I'm Lovin' It,” launched globally in 2003. “Look for the Golden Arches” belongs to the earlier period when the brand was teaching customers what its visual identity meant.