Which McDonald's advertising slogan told customers to “look” for the chain's arches?

“Look for the Golden Arches” was a McDonald's advertising slogan directing customers toward the chain's distinctive arches.

The slogan reflected an important stage in McDonald's branding: the arches were becoming a recognizable visual sign that could identify a restaurant before customers could read its name. Their bright yellow color and unusual shape helped the buildings stand out beside roads and highways.

McDonald's later transformed the architectural arches into the standalone Golden Arches logo. That logo became one of the world's most recognizable corporate marks, but the earlier slogan focused on the physical restaurant design and its usefulness as a roadside landmark.

This phrase should not be confused with later McDonald's slogans such as “You Deserve a Break Today” or “I'm Lovin' It.” Those campaigns belonged to different advertising periods and used different emotional messages.