mcdonalds brandbook

1999 McDonalds Corporation

Global Logo and Trademark Standards Reference Guide

Global Logo and Trademark Standards Reference Guide.

CONFIDENTIAL & PROPRIETARY INFORMATION

This manual is the exclusive property of McDonalds Corporationand has been prepared exclusively by McDonalds for exclusiveuse of designated McDonalds recipients that are employees,licensees and agencies of McDonalds Corporation.

Any unauthorized use or copying of this material may lead tocivil or criminal prosecution.

The following trademarks used herein are owned by McDonaldsCorporation and affiliates: Corporate Logo, International Logo,Global Graphics Logo, Ronald McDonald Logo, Sports Arch Logo,Drive-Thru Logo, Golden Arches Logo, Road Sign Logo, RonaldMcDonald House Charities Logo, PlayPlace Logo and Happy MealBox Logo.



COVER LETTER

Dear McDonalds Team Member,

As McDonalds presence continues to expand throughout the world, it isessential to use our logos properly to maintain a consistency in our visualmessages of our core equities. In doing this, we will support andstrengthen our brand identity around the globe.

In this Global Logo and Trademark Standards Reference Guide, you willfind the answers to your questions about the proper usage ofMcDonalds most highly recognizable logos. Please refer to the Table ofContents to find which pages are dedicated to each section.

We hope this information will help guide you to successfully build theMcDonalds brand in your local market. We all have a responsibility tobuild and protect our logos, which have become the most recognizedand distinctive in the world.

This CD-ROM contains the following:

Adobe Acrobat Reader 3.0 file of the Global Logo and Trademark Standards Reference Guide

EPS graphic fileshigh quality files for production purposesof all logos found in the Guide

WMF graphic files of the same logos that can be inserted into any Microsoft software applications

The EPS and WMF graphic files of all the logos found in the Guide arelocated on the CD-ROM. You must have QuarkXPress, AdobeIllustrator or Photoshop or CorelDraw software to access and use theEPS files. For those who do not have these software packages, the samegraphic files are also saved as WMF files, which can be accessed by usingany Microsoft software. Separate folders have been created for eachlogo for your convenience.

For more information on the trademarks and logos that are found in theGlobal Logo and Trademark Standards Reference Guide, please call theU.S. Legal Department at 1-630-623-7334 or the International LegalDepartment at 1-630-623-7072.1999 McDonalds Corporation

TABLE OF CONTENTS



TRADEMARK USAGE 1

What Is a Trademark? 1McDonalds Trademark Guidelines 1Use of McDonalds Trademarks by Suppliers 5 Producer Licenses 6

IMPROPER LOGO USAGE 7

Lightning Script Logo 7Universally Prohibited Logo Usage 8

MEDIA USAGE MATRIX 9

LOGOS 10

Corporate Logo 10Golden Arches Symbol 11Road Sign Logo 12International Logo 13Global Graphics Logo 14Ronald McDonald Logo 15PlayPlace Logo 16Happy Meal Box Logo 17Ronald McDonald House Charities Logo 18Sports Arch Logo 19Drive-Thru Logo 20

1Global Logo and Trademark Standards Reference Guide.

What Is a Trademark?

A trademark is a word (McDonalds ), symbol ( ) or phrase(Did Somebody Say McDonalds?) adopted by McDonalds to identifyour products and services and distinguish them from those of ourcompetitors. A trademark is a guarantee of consistency and quality. Itassures our customers that all products bearing our trademarks are ofthe same high quality that customers have come to expect fromMcDonalds.

McDonalds Trademark Guidelines

It is essential that McDonalds trademarks are used properly. Atrademark can be lost if not used according to proper trademarkguidelines. The words cellophane and escalator are examples ofwords that were at one time trademarks. If trademarks are improperlyused, they eventually become public domain. When a word or phrase isplaced in public domain, the trademark owner loses its right toexclusive use of the mark. Imagine McDonalds without the Big Mac

sandwich! Proper use of McDonalds trademarks will insure theircontinued value and usefulness for many years to come.

The designation should be used for all McDonalds trademarksoutside the United States except for the following countries, wherelocal laws have compulsory requirements for other markings. Allmarkings should be clearly readable:

Canada requires on all registered trademarks or MC on all pendingapplications ( for English marks; MC for French). Chile, Costa Rica, ElSalvador, Guatemala, Honduras, Mexico, Nicaragua and Peru require MR

on all registered trademarks, on pending applications.

Japan and the Peoples Republic of China require on all registeredtrademarks; pending applications require no marking.

Please review these guidelines carefully. If you still have questionsabout our trademarks, please call the Corporate Legal Department at 1-630-623-7334 or the International Legal Department at 1-630-623-7072.

TRADEMARK USAGE


TRADEMARK USAGE 2


McDonalds Trademark Guidelines (contd)

Overall Guidelines

1. Always follow the mark with a , MC, or MR. The or MC serves asnotice to others that McDonalds is claiming trademark rights to theparticular word, symbol or phrase and may be filing a trademarkapplication. The or MR is used to identify that the trademark has been registeredwith the appropriate Patent and Trademark Office. When a trademarkis used multiple times in advertising, the , MC, or MR need only beused once at the first or most prominent use.

Example:

Buy one Big Mac sandwich, get a second Big Mac free

2. In circumstances where the use of the , MC, or MR is not feasiblefor technical or aesthetic reasons (such as when several of theMcDonaldland characters appear together), include a notice lineacknowledging McDonalds ownership of the trademarks used on thepackaging and/or products.

Example:

McDonalds, Big Mac, Happy Meal, McDonaldland, and theMcDonaldland character names and designs are trademarks ofMcDonalds Corporation and affiliates.

3. Always use trademarks in a consistent form. Avoid misspellings and variations.

OK: Hamburglar, McDonalds, Super Size

NOT OK: Hamburgler, MacDonalds, Super Sized, Supersize,

Super Sizing


TRADEMARK USAGE 3



4. Always show that our trademarks are distinctive and special. If usedin copy, its best to make sure that they stand out and do not getburied. You can do this in any one of the following ways.

All Caps: DID SOMEBODY SAY McDONALDS?

Initial Caps: Did Somebody Say McDonalds?

Underscore: Did Somebody Say McDonalds?

Quotation Marks: Did Somebody Say McDonalds?

Italic Type: Did Somebody Say McDonalds?

Boldface Type: Did Somebody Say McDonalds?

5. Always use the trademark as an adjective to modify a generic wordthat describes the product. When a trademark is used in conjunctionwith a visual image of the product, you may omit the generic term.Slogans and logos do not need to be followed by any generic term.For obvious reasons, we do not use meal following Extra ValueMeal or Happy Meal.

Example:

Big Mac sandwich; McFlurry dessert

6. When the trademark is used multiple times in the same copy, thegeneric word need only follow the first or most prominent mark.

Example:

Buy one Big Mac sandwich, get a second Big Mac free

7. Never use a trademark in the plural or possessive form, except if it istrademarked as such. For example, Chicken McNuggets is registered inthe plural form and should therefore be used as registered.

OK: Big Mac sandwiches; Ronald McDonald and friendsNOT OK: Big Macs; Ronalds friends


TRADEMARK USAGE 4



8. Avoid punctuation in phrases unless the punctuation is part of thetrademark.

OK: Did Somebody Say McDonalds?

NOT OK: Did Somebody Say McDonalds!

9. Never hyphenate a trademark at the end of a line.

NOT OK: Come to McDonalds in the month of December for Mc- Donalds Gift Certificates.

10. Avoid the temptation to casually add the Mc prefix to a noun tocreate an instant trademark. Overuse of the Mc prefix may diluteand erode the distinctiveness of the Mc family of trademarks. ANYUSE OF Mc OTHER THAN ON REGISTERED TRADEMARKS MUST BEAPPROVED BY McDONALDS CORPORATE LEGAL AND CREATIVEDEPARTMENTS.

11. Never obscure, distort, cut off or place any copy or design over the Golden Arches logo. The Arches should always appear in anupright position and should not be used upside-down as a W orsideways as an E or 3. It also should not be used as a substitutefor the letter M in a word, except in conjunction with certain otherMcDonalds trademarks.

12. Include the following copyright legal line in all materials:_____________McDonalds Corporation (Year of Publication)

Example:



Use of McDonalds Trademarks by Suppliers

Permitted Use

McDonalds Golden Arches logo and the name McDonalds may only beused on the business cards and stationery of approved exclusivesuppliers to the McDonalds system. Please note, however, that suchbusiness cards and stationery bearing McDonalds trademarks may onlybe given or sent to persons within the McDonalds system.

Individuals whose main focus is serving the McDonalds system mayindicate their relationship with McDonalds in their title only, e.g.,Account Executive McDonalds, and such references may be usedonly on business cards and correspondence directed to persons withinthe McDonalds system.

Prohibited Use

No use of McDonalds trademarks should be made by any supplier onany advertising material, promotional material, etc., which would besent to anyone outside the McDonalds system.

McDonalds Corporation cannot be listed as a client or customer of anysupplier on advertising or promotional materials.

Use of McDonalds trademarks, including the Golden Arches logo, onequipment or in displays at non-McDonalds trade shows or equipmentexhibitions is prohibited.

If you wish to use McDonalds trademarks in any other manner notoutlined above, you must first obtain written permission from anofficer of McDonalds Purchasing and Legal Departments.


TRADEMARK USAGE 5



Prior to selling or distributing any premium or promotional itembearing McDonalds trademarks through McDonalds restaurants, thesupplier of the product must be licensed. In order to be consideredfor licensing, please contact your Regional MarketingManager/Supervisor or International Zone Business Affairs Manager(Manager). Your Manager must sponsor the supplier, initiate thelicensing process, complete an application for a Producer LicenseAgreement, and obtain any necessary approvals from CorporateMarketing and Business Affairs.

TRADEMARK USAGE 6

Producer Licenses



We would like to alert everyone in the system to a specific trademark issue thatrequires everyones immediate attention. The logo treatment of the name McDonaldsidentified above (sometimes referred to as the lightning script logo) SHOULD NEVERBE USED IN ANY APPLICATION, ANYWHERE, AT ANY TIME!

This treatment of the McDonalds trade name violates every rule of brand identity. Itwas originally developed as a design for a sweatshirt in a small catalog, but hasstarted to appear with alarming regularity as a trademark for McDonalds. Pleasecommunicate to your agencies, suppliers and internal departments to stop using thislogo treatment immediately.



Lightning Script Logo

Remember, proper usage of our marks strengthens our brand and ensures theirpower in the marketplace. Please consider the following examples as youdevelop materials.

1. The word McDonalds should bepositioned correctly through theshape. Do not replace the wordMcDonalds with any other word,name or entity.

2. Text or graphics should come nocloser to the logo than is indicated inexample 2.

3. The should never be obstructedby any item; it should be seen in itsentirety and not be overpowered byother designs.

4. Avoid violating both the inked areaas well as the space inside the Archeswith type, pictures, characters,patterned backgrounds or any othergraphic element.

5. The should not be used as theletter M unless it is in conjunctionwith certain other McDonaldstrademarks. Never use the GoldenArches as a W, E, Z or 3.

6. Avoid manipulating the size orshape of the logo.

7. Avoid manipulating the relation oftype to the logo.

8. Avoid moving the trademarksymbol (, MC, , or MR) from its usuallocation.



Universally Prohibited Logo Usage

314.5'


7.

6.

5.

4.

1.

2.

3.

$

9


LOGO USAGE - McDonalds Corporate Logo


For yellow, use PANTONE 123For red, use PANTONE 485

Note: Screening of coloredversions is not permitted.

Color & Usage Guidelines


Do NOT utilize a color printout of the logos in this document as a color match. Please refer to the PANTONE Colors listed in this manual for correct colors.

10

DO NOT DO THE FOLLOWING TO THIS LOGO. PLEASE REFER TO PAGE 8.

LOGO USAGE - McDonalds Corporate Logo

The colors shown here have not been evaluated by Pantone, Inc. for accuracy andmay not match the PANTONE Color Standards. For accurate color standards, refer tothe current edition of the PANTONE Color Formula Guide.

PANTONE is a registered trademark of Pantone, Inc.

LOGO USAGE - Golden Arches Symbol



$



11



Note: Screening of colored versions is not permitted.

One color reproduction should show the Arch or shape in solid black, yellowor red.



LOGO USAGE - Road Sign Logo





0% C0% M0% Y100% K

PANTONEProcessBlack

PANTONE

123 U

PANTONE

485 U

0% C30% M94% Y0% K

0% C100% M91% Y0% K

1 Color

2 Color

The Road Sign Logo design features (anexaggerated Arches symbol and increasedtype size) are used to maximize legibilityat a distance.



12





LOGO USAGE - International Logo



30% Screen of Black


TypefaceHelvetica Black

The intent of this logo is to identifyinternational McDonalds franchises.It can be customized to reflect the countryyour McDonalds is located in. To do this,simply insert your countrys name in placeof the word International in the logo.

Note: This logo should never be used inadvertising, promotion or masscommunication elements.



13




LOGO USAGE - Global Graphics Logo


LOGO USAGE - Global Graphics Logo



Reflex Blue


Minimum size: 1/2 inch, 1.27cm tallMinimum inch size: 6 pt.

The Global Graphics Logo is designedto be the primary graphic and unifyingvisual in the McDonalds globalpackaging system. Its contemporary lookand feel makes the branded packagingformat consistent, immediatelyrecognizable and impactful.



14




LOGO USAGE - Ronald McDonald Logo


LOGO USAGE - Ronald McDonald Logo



For blue, use PANTONE 281White

Please refer to the Ronald McDonaldand Friends Specification Manual or theGolden Arches Code Book for furtherinformation on using Ronald McDonald.

Usage Examples:1. Use full name, Ronald McDonald, in

headings or first time name appears.2. Do not use Ronald or Ronald

McDonald in possessive or pluralform.

3. Do not call character RONNIE.

$



15




LOGO USAGE - PlayPlace Logo



For yellow, use PANTONE 123For lime green, use PANTONE 375

For orange, use PANTONE Orange 021For red, use PANTONE 185

For background blue, use PANTONE 2728Rhodamine red

Process cyanSolid black

White


The PlayPlace Logo is designed toidentify the childrens play areaadded to the restaurant. It is to beused only with those approvedPlayPlace facilities.

TM

TM

TM



16




9-Color

3-Color

1-Color

For yellow, use PANTONE 123For red, use PANTONE 185For background blue, usePANTONE 2728





The intent of the Happy Meal Box Logo is toestablish brand identity for McDonaldschildrens Happy Meal.

LOGO USAGE - Happy Meal Box Logo

$



17





LOGO USAGE - Ronald McDonald House Charities

$

The intent of the Ronald McDonald HouseCharities Logo is to build awareness for thecharity as it provides support and care tochildren and families.



18




For yellow, use PANTONE 123For red, use PANTONE 485For blue, use PANTONE 281White

Drawing of the hands themselves, the house, thechimney and all typography appear in blue. Red andyellow should be added whenever possible and printedunder blue. Childs Wrist and Fingers should appear inwhite. Heart should appear in red.

One-color reproduction should show the logo solidblack.

Red

RedBlue

Blue

Blue

Yellow

Blue

Blue

Red

B - Letterhead Address line in size 12 (SMALL CAPS) Partners in Supporting... size 9 Chapter name in size 10, ALL CAPS

A - Business Cards Logotype in 14, SMALL CAPS Chapter name 11, ALL CAPS Name size 13; Title size 9.5; Address size 9

LOGO USAGE - Sports Arch Logo


$

The intent of this logo is to make the mostof McDonalds brand exposure when theGolden Arches are going to be viewed froma long distance or on television.



19


Note: Screening of colored versions is not permitted




For yellow, use PANTONE 116For red, use PANTONE 185Black outline



BlackFor yellow, use PANTONE 123

Note: Screening of colored versions is not permitted

The Drive-Thru Logo is designed to establishbrand identity for McDonalds Drive-Thru.This logo was specifically developed for aU.S. initiative designed to revitalize anddifferentiate the McDonalds drive-thruexperience.

This logo is not to be used for McDonaldsrestaurant delivery service.

LOGO USAGE - Drive-Thru Logo

Color & Usage Guidelines$



20




Table of ContentsTRADEMARK USAGEWhat is a trademarkMcD's TM GuidelinesUse of McD's TM by suppliersProducer Licenses

IMPROPER LOGO USAGELightning Script LogoUniversally Prohibited Logo Usage

MEDIA USAGE MATRIXLOGO USAGECorporate LogoGolden Arches Symbol Road Sign LogoInternational LogoGlobal Graphics LogoRonald McDonald LogoPlayplace LogoHappy Meal Box LogoRonald Mcdonald House CharitiesSports Arch LogoDrive-Thru Logo

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