What was the name of McDonald's 1960s campaign built around customers holding up signs reading 'Look for the Golden Arches'?

McDonald’s 1960s campaign built around signs telling customers to “Look for the Golden Arches” was called “Look for the Golden Arches.” The campaign made the restaurant’s architecture a navigational brand signal.

The idea encouraged motorists to recognize McDonald’s restaurants from their distinctive yellow arches. This was especially useful as the chain expanded along American roads and customers increasingly encountered standardized restaurants in unfamiliar places.

The campaign helped move the arches from a building feature into a widely recognized symbol. It is separate from the later Golden Arches logo designed by Jim Schindler in 1962 and from McDonald’s food-focused slogans. The wording also illustrates how the company used location and visibility as central parts of its branding strategy.