Which McDonald’s logo element was added to the arches symbol in 1968?

The wordmark was added to the McDonald’s arches symbol in 1968.

The 1968 logo combined the recognizable Golden Arches with the McDonald’s name, creating a more complete corporate identifier. This arrangement helped customers connect the architectural symbol with the written name of the restaurant chain, especially in printed advertising, packaging, and signs where a building was not visible.

The arches had previously functioned as prominent physical features of McDonald’s restaurants and had also been used in earlier logo forms. By adding the wordmark, McDonald’s made the identity more adaptable across media. The resulting design became an important step toward the modern standalone Golden Arches symbol.

The wordmark is the written “McDonald’s” name, not a slogan. It is also distinct from later changes in color, typography, and background treatment. Because the arches themselves are so famous, people sometimes overlook the 1968 role of the written brand name in making the logo immediately self-identifying.