Did McDonald’s Design Their Logo To Resemble Breasts?

Here’s a fast stat for you:

Half the US population lives no more than 3 minutes from a McDonald’s.

The rest live 3 minutes from a billboard pointing towards a nearby McDonald’s.

While some brands offer eye-catching logos and slogans, few are as universally recognized as the “Golden Arches.”

The Beginning of the McDonald’s Logo

In 1952, Richard McDonald had an idea to help his San Bernardino burger joint stand out from competitors.

He pictured his simple burger stand with two arches on either side.

He named his vision: The Golden Arches.

Richard and his brother approached many architects who all turned down the idea.

They eventually found Stanley Clark Meston, who built 2, 25 foot high neon yellow sheet metal arches, just like the brothers envisioned.

Meston added a 3rd sign for the restaurant with a small pudgy character in a chef’s hat called “Speedee,” who doubled as a mascot long before Ronald the clown got the gig.

The arches were narrowed parabolas, with tense lines symbolizing movement and energy, much like the Nike swoosh, only less athletic and more greasy.

Ray Kroc Buys McDonald’s and Influencer The Golden Arches

In 1954, The McDonald brothers partnered with Ray Kroc who built multiple franchises and quickly expanded the McDonald’s brand.

Kroc bought out the McDonald brothers and became sole president of the company.

In 1962, Jim Schindler, head of McDonald’s Engineering and Design, sketched out a new logo with a slanting roof cutting across the Golden Arches.

To standardize all franchises, Kroc wanted to demolish the arches and rebuild the brand with his name.

Louis Cheskin, a design consultant hired by McDonald’s, changed his mind.

Cheskin studied Sigmund Freud’s theories on how sexuality drives human behaviour.

Cheskin fancied that the Golden Arches resembled female breasts from afar, which would impact the subconscious of customers.

Cheskin insisted that when people walk towards the Golden Arches they would feel safe and nurtured because of a maternal connection.

Kroc bought in.

McDonald’s Today

In 1968, McDonald’s Chief Marketing Officer Paul Schrage and ad agency D’Arcy unveiled the new sleek futuristic logo which, according to the Olympic Committee, is now more recognized around the world than the Christian Cross.

So move over John Lennon & The Beatles, McDonald’s is more popular than Jesus.