What was McDonald's 1960 advertising slogan that referred to its arches?

McDonald's used “Look for the Golden Arches” as an advertising slogan in 1960. The line directed motorists toward the bright architectural arches that identified McDonald's restaurants from the road.

At that time, the arches were still strongly connected to restaurant buildings rather than functioning only as a compact corporate logo. Their roadside visibility made them a practical navigation device as well as a branding element.

The slogan is sometimes remembered in altered form as “Follow the Golden Arches,” but the historically associated wording is “Look for the Golden Arches.” That distinction matters because both phrases sound plausible and describe the same marketing idea.

The campaign helped turn a design feature into a national symbol. As McDonald's expanded, customers increasingly recognized the arches even when the restaurant name was not prominent. Later logo treatments made the symbol more portable across packaging, signs, advertisements, and merchandise.