What slogan did McDonald’s use in the 1960s to direct customers toward its restaurants?

McDonald’s used the slogan “Look for the Golden Arches” in the 1960s.

The phrase connected the company’s advertising directly to its restaurant architecture and logo. Rather than describing a menu item, it told motorists and pedestrians to identify McDonald’s by the bright arches displayed at its locations.

This slogan reflected an important stage in the company’s branding history: the Golden Arches were becoming a visual shorthand for the McDonald’s name. The wording is sometimes confused with “You deserve a break today,” a later campaign slogan associated with the 1970s.

The arches continued to serve as a central McDonald’s symbol long after the slogan stopped being used.