What was McDonald's first national advertising slogan, introduced in 1960?

McDonald's first national advertising slogan, introduced in 1960, was “Look for the Golden Arches.”

The line connected the company’s advertising directly to its most distinctive visual feature. By telling motorists to look for the arches, McDonald's used a simple location message that suited the rapidly growing American highway and roadside restaurant market.

The slogan also helped turn the arches from a building detail into a brand promise of recognition. Customers could identify a restaurant from a distance, even when they did not know the local franchise operator or the restaurant’s exact address.

Later McDonald's slogans became more focused on meals, convenience, or emotional associations. “You Deserve a Break Today” was introduced later, in 1971, and “I'm Lovin' It” began in 2003. Those later campaigns should not be confused with the earlier national arches slogan.