Why didn't McDonald's change its name to M?

McDonald's changed its name to Golden Arch.

Why the golden arch? ?

I know why McDonald's changed its name, but many people don't understand. What's wrong with changing it? Why is it called the golden arch?

Many conspiracy theorists on the Internet think it is too close to the China market. After all, in the eyes of foreigners, China is still local. McDonald's China mentioned in Vision 2022 that by the end of 2022, about 45% of McDonald's restaurants will be located in third-and fourth-tier cities.

Is it true that McDonald's China takes such a grounded name just to open the low-end market?

Of course not. The name "Golden Arch" was really not invented by someone who shook his head smartly.

1. The Golden Arch has a long history?

1948 when McDonald's was first established, its logo and name were not as long as they are now, but simply "McDonald's famous burger". 1953, the name is simply "McDonald's". 196 1, the well-known Huang Da M finally appeared.

Its source is the golden arch, a landmark building that every McDonald's has. ?

1952, Dick and Mark met with Los Angeles architect Stanley Clark meston and his assistant Charles Fisher, and planned to design the first franchise McDonald's store. Dick wants to use two semicircles as signs. He thinks this sign can attract the attention of motorcyclists and their hungry families. Meston worked as a set designer at Universal Studios Hollywood. He turned Dick's semicircle into a pair of striking 25-foot-high conical golden metal parabolic neon lights, which stood in front of the store. This tall signboard makes the hamburgers in fast food restaurants look like they are worth100000 dollars instead of 15 cents.

▲ McDonald's is located at 1 restaurant in Des prance, Illinois, USA.

However, this architectural design ceased to be used in the late 1960s, shortly after the appearance of the big M sign. So the company discussed whether to have this double-arch rhubarb M or not. Louis Cheskin, a design consultant, persuaded the company to keep the brand for unexpected reasons:

A pair of Freudian symbols of breast enlargement. The m symbol has the symbolic meaning of a pair of tall and straight breasts. )

So the "roof" running through the big M sign disappeared, but the yellow big M has been used to this day.

2. Is the "Golden Arch" still in use?

The golden arch, the symbol of McDonald's, has a famous nickname in the west-golden arch, which literally translates as "golden arch"

Thomas l. friedman, a columnist in The New York Times, once put forward the "golden arch theory of conflict prevention" in his book. He believes that no two countries with McDonald's stores will go to war with each other-this theory describes a prospect based on "economic man" for the world to end the Cold War-and human beings will replace their desire for war with Big Macs and French fries.

What's more, many people don't know that McDonald's hotels use the same name as Golden Arch Hotel, namely Golden Arch Hotel.

▲ McDonald's Hotel

Therefore, as an international brand, any decision made by McDonald's is well thought out. Changing the name of McDonald's China to Golden Arch has no influence on consumers, because the company name and trademark/trade name are different, just as many people don't know that Beijing Wei Meng Chuangke Network Technology Co., Ltd. owns Weibo and Thousand Oaks Interactive Group owns everyone, the connection between them is weak and will not affect consumers' consumption habits.