What was the name of McDonald’s 1960s advertising campaign featuring the line “Look for the Golden Arches”?

“Look for the Golden Arches” was the McDonald’s advertising campaign built around finding the chain’s bright yellow restaurant signs.

The campaign turned the arches into a practical roadside signal as well as a corporate emblem. Customers driving through unfamiliar areas could use the distinctive shape and color to identify a McDonald’s location from a distance.

This message came after the arches had already developed from architectural features into a recognizable brand symbol. It therefore helped shift public attention from the restaurant building’s design to the arches as a standalone sign of McDonald’s.

The line should not be confused with later slogans about food, service, or taking a break. Its central idea was location and recognition: customers were encouraged to watch for the visual mark that identified a McDonald’s restaurant.