What was McDonald's 1960s slogan that invited customers to “look for” its signature symbol?

“Look for the Golden Arches” was McDonald's 1960s slogan inviting customers to identify its signature symbol.

The phrase worked because the arches were visible from a distance on restaurant buildings and roadside signs. McDonald's was expanding rapidly during this period, so a simple visual instruction helped travelers recognize a location before they could read a full sign or menu. The slogan linked the physical architecture to the growing corporate identity.

The Golden Arches had begun as architectural elements in the 1950s and were adapted into a logo in 1962. Advertising language such as “Look for the Golden Arches” helped teach customers that the arches themselves were a trustworthy shorthand for McDonald's.

This slogan is distinct from later product slogans and from the company’s global “I'm Lovin' It” campaign. It belongs to an earlier stage of branding, when the main challenge was making newly opened restaurants easy to spot and remember.