Which phrase was the title of McDonald’s 1960s campaign encouraging customers to notice its arches?

“Look for the Golden Arches” was the title of a McDonald’s advertising campaign used during the 1960s.

The phrase turned the restaurant’s architectural design into a branding tool. McDonald’s had begun using golden arches on restaurant buildings in the 1950s, and the campaign encouraged motorists and other potential customers to recognize those arches from a distance.

This campaign is distinct from the later slogan “McDonald’s is Your Kind of Place,” used from 1967 to 1971. It is also separate from the 1971 campaign “You Deserve a Break Today.” These similar-era phrases are often mixed up when McDonald’s advertising history is summarized.

The Golden Arches eventually became the company’s most recognizable visual symbol. In 1962, McDonald’s adopted a redesigned logo featuring the arches in a more unified form, helping establish the enduring brand identity associated with the restaurant chain.