Uploaded June 2021 | Updated September 2026, 2 weeks ago
The McDonald’s arches are so ingrained in the minds of consumers that even if you cut them into pieces, they’re still recognizable. This allowed us to create a wayfinding system that could be applied anywhere and would work in any language.
McDonald's Canada is adapting its Golden Arches logo into directional signage for its restaurants, in a campaign created by agency Cossette.
The inspiration for the "Follow the Arches" campaign came from noticing that all over Canada, there were different road signs for McDonald's restaurants, but the branding was inconsistent.
Cossette created a billboard style based on the actual logo, directing drivers to follow the curves of the "M" in the arches in whichever direction they need to go.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
The McDonald’s arches are so ingrained in the minds of consumers that even if you cut them into pieces, they’re still recognizable. This allowed us to create a wayfinding system that could be applied anywhere and would work in any language.
McDonald's Canada is adapting its Golden Arches logo into directional signage for its restaurants, in a campaign created by agency Cossette.
The inspiration for the "Follow the Arches" campaign came from noticing that all over Canada, there were different road signs for McDonald's restaurants, but the branding was inconsistent.
Cossette created a billboard style based on the actual logo, directing drivers to follow the curves of the "M" in the arches in whichever direction they need to go.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
