Don't bend your back for China.

McDonald's changed its name to Golden Arch

Why 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 Golden Arch?

Many conspiracy theorists on the Internet think that it is too close to the China market. After all, in the eyes of foreigners, China is still local, and McDonald's China mentioned in Vision 2122 that by the end of 2122, about 45% of McDonald's restaurants will be located in third-and fourth-tier cities.

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

Of course not. The name Golden Arch was really not invented by anyone who was clever and patted his head.

1. The Golden Arch has a long history?

when McDonald's was first founded in 1948, its logo and name were not as long as they are now, but simple "McDonald‘s Famous Hamburgers'". In 1953, its name was shortened to "McDonald's". And in 1961, the big yellow M, which we are familiar with, finally appeared.

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

In p>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 a sign. He thinks this sign can attract the attention of motorcyclists and their hungry families. Meston, who worked as a scenery designer in Universal Studios Hollywood, 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 sign makes hamburgers in fast food restaurants look worth $1 million, not 15 cents.

▲ McDonald's Restaurant No.1 in Des Plaines, Illinois, USA

However, this architectural design was no longer used in the late 1961s, shortly after the appearance of the big M sign. So there was a discussion in the company, whether to want this big yellow M from Double Arch or not. Louis Cheskin, a design consultant, persuaded the company to maintain this brand. The reason is really surprising:

—— Freudian symbolism of a pair of nourishing breasts. (The M symbol has the symbolic meaning of a pair of tall and straight breasts. )

so the "roof" that runs 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?

McDonald's golden arch has a famous nickname in the west-Golden Arch, which literally translates as "Golden Arch".

thomas l. friedman, a columnist of the new york Times, once put forward the "Golden Arch Theory of Conflict Prevention" in his book. He believed that no two countries with McDonald's stores would go to war with each other-this theory described a prospect of ending the Cold War based on "economic man"-human beings would replace their desire for war with Big Macs and French fries.

and many people don't know that the hotel owned by McDonald's company uses the same name as golden arch hotel, that is, Golden Arch Hotel.

▲ McDonald's Hotel

Therefore, as an international brand, any decision made by McDonald's is well thought out, and the renaming of McDonald's China as Golden Arch has no effect on consumers, because the company name and trademark/trade name are different, just as many people don't know that Beijing Weimeng 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.