What was the title of McDonald's 1960s campaign urging customers to “look for” its signature arches?

“Look for the Golden Arches” was the title of McDonald's 1960s campaign urging customers to find its signature arches.

The campaign turned a feature of McDonald's restaurant architecture into a navigational and advertising symbol. Customers traveling by road could recognize the bright arches from a distance, making the sign useful both as identification and as a promise of a familiar restaurant experience.

This approach helped McDonald's build a consistent visual identity during rapid expansion. The arches were no longer only part of an individual building; they became a repeated signal across locations, signs, print ads, and other promotional materials.

The wording is often paraphrased as “follow the arches,” but the canonical campaign title was “Look for the Golden Arches.” It belongs to the period before later slogan-centered campaigns such as “You Deserve a Break Today.”