Which McDonald's logo element was added to the logo in 1968: the company name beneath the arches or a mascot?

The company name beneath the arches was added to the McDonald's logo in 1968.

McDonald's branding evolved from architectural arches into a more compact corporate mark. In 1968, the word “McDonald's” was placed beneath the Golden Arches, creating a logo that combined the recognizable symbol with the company name. This made the identity easier to read in print, signage, and other advertising formats.

The change occurred after the arches had already become associated with McDonald's restaurants. It was not the same event as the original construction of two separate arches on early restaurant buildings, nor is it the later development of the standalone golden “M” symbol.

The logo's exact presentation changed in later decades as McDonald's adjusted colors, shapes, and layouts. Even so, the 1968 version is an important step in the transition from a building feature to a standardized corporate identity.