Which McDonald's slogan, introduced in 1960, told customers to “look for” the restaurant's distinctive arches?

McDonald's introduced the slogan “Look for the Golden Arches” in 1960.

The phrase turned the restaurant's architectural feature into a recognizable advertising symbol. Customers were encouraged to identify McDonald's locations by spotting the tall yellow arches, often from the road. This approach connected the physical restaurant design with the company's developing visual identity.

The slogan belongs to an earlier period of McDonald's advertising than “You Deserve a Break Today,” which became prominent in the 1970s, and “I'm Lovin' It,” which launched globally in 2003. The arches themselves had appeared at McDonald's restaurants before 1960, but the slogan helped make them a national brand sign.

The phrase is sometimes confused with later advertising lines because McDonald's reused the arches in many campaigns. Its historical importance is that it promoted a visual landmark rather than a menu item or a character.