An independent identity exploration that reimagines McDonald’s iconic Golden Arches as a simplified lowercase mark, supported by bold colours, packaging concepts and food-led campaign visuals.
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An independent rebranding concept exploring how one of the world’s most recognisable identities could be modernised without losing its familiar character. The project introduces a simplified lowercase “m”, supported by McDonald’s signature red, yellow and white palette across packaging, stationery and advertising applications. The concept demonstrates how simplicity, consistency and strong brand recognition can work together to create a flexible visual identity.
McDonald’s has one of the most recognisable identities in the world, meaning any redesign risked weakening its established brand equity. The challenge was to simplify and refresh the visual identity while preserving the familiarity, energy and accessibility associated with the brand.
I developed a compact lowercase “m” inspired by the Golden Arches and retained the distinctive red, yellow and white colour system. The refreshed mark was tested across fries packaging, stationery, promotional layouts and food-focused advertising to demonstrate its clarity, versatility and consistency across different touchpoints.
The final concept presents a cohesive and scalable identity system that maintains instant brand recognition while introducing a cleaner, more contemporary visual style. The project received 36 appreciations on Behance and demonstrates my ability to evolve an iconic identity while respecting its established visual heritage. This was an independent creative concept and was not commissioned, approved or adopted by McDonald’s.
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