As one of the most iconic brands in the world, McDonald’s has embodied happiness for over 50 years. While its business is built on consistency, the global identity had become fragmented and inconsistent. So in 2018, McDonald’s redesigned its visual identity from the ground up to fulfill its brand promise: making delicious, feel-good moments easy for everyone.
On the biggest stages in the world, Times Square, over 70 animations were designed and projected using the new visual identity. Each and every animation was purposefully topical, contextually relevant and culturally fueled, transforming McDonald’s new design into a force for feel-good moments.