What was the name of McDonald's first widely used advertising slogan, introduced in 1960?

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

The line connected the company's advertising directly to its emerging visual identity. Customers were encouraged to recognize the bright arches on restaurant buildings and use them as a signal for a McDonald's location. This was especially effective when roadside restaurants competed for the attention of motorists.

The slogan is sometimes confused with “You Deserve a Break Today,” which became a major McDonald's campaign in the 1970s, or with “I'm Lovin' It,” introduced decades later. Those slogans belong to different stages of the brand's advertising history.

“Look for the Golden Arches” also shows how McDonald's branding developed from physical restaurant design rather than beginning only as a printed logo.