What was the name of McDonald's 1960 advertising campaign built around the phrase “Look for the Golden Arches”?

“Look for the Golden Arches” was McDonald's 1960 advertising campaign built around its emerging arch symbol.

The campaign encouraged motorists and other customers to identify McDonald's restaurants by their large yellow arches. This was especially useful as the chain expanded along roads and highways, where a distinctive sign could attract customers before they reached the building. The wording connected a practical wayfinding instruction with a visual mark that was becoming central to the company's identity.

The phrase is sometimes treated as if it were the official name of the logo, but the Golden Arches are the symbol itself, while “Look for the Golden Arches” was advertising copy. McDonald's had used arch-shaped architectural elements before 1960, and the arches were reshaped into the familiar M-like logo in 1962. The campaign therefore belongs to the transition from restaurant architecture to a portable corporate brand symbol.