Which 1960 McDonald's slogan used the phrase “Look for the Golden Arches”?

The 1960 McDonald's slogan was “Look for the Golden Arches.”

The phrase encouraged motorists to identify McDonald's restaurants by their bright yellow architectural arches. At the time, roadside visibility was central to restaurant marketing, and the arches worked as a practical navigation cue as well as a brand element. The wording helped turn an architectural feature into a memorable promise of recognition.

This period also saw McDonald's formalize the Golden Arches as a more recognizable corporate identity. The arches were no longer merely parts of individual restaurant buildings; they were becoming a repeatable sign that could be used across locations.

The line is not the same as the later slogan “You Deserve a Break Today.” It also predates the familiar modern M-shaped logo. McDonald's branding moved from a literal roadside instruction toward increasingly abstract, globally consistent symbolism.