The 2003 logo version introduced the “I'm lovin' it” slogan beneath the Golden Arches.
McDonald's launched the “I'm lovin' it” campaign in 2003 and incorporated the phrase into some logo treatments and marketing materials. The version paired the familiar arches with a wordmark and the new global tagline, linking the established symbol to the company's updated verbal identity.
The Golden Arches themselves date back to the company's earlier architectural and logo history. A single overlapping arches symbol was created in 1962, and later versions refined the proportions and presentation. The 2003 treatment therefore added a campaign element rather than creating the arches from scratch.
Use of the tagline beneath the logo varied by market, medium, and period. It should not be confused with the basic arches symbol or with every McDonald's logo used worldwide. The key historical point is that the campaign-era lockup connected the 2003 phrase to the established emblem.