I have been inspired by many things throughout my honours project. One of these things is the sonic branding of McDonalds. To be more specific their sonic logo, which in my opinion is just as iconic as their world famous arches logo. According to www.brandirectory.com, McDonalds is ranked at number 18 on the list of most popular globals brands.
The brand launched their current sonic logo in 2003. Within six months the advert awareness stood at 86% in general and 89% among young adults. (Communicate Magazine 2010) Since then the brand has modified the sonic logo to a 5-note whistle. The sound of someone whistling has connotations that reflect the values of the brand. Whistling is associated with a relaxed, comfortable and stress-free attitude. It’s not something someone does when they’re feeling anxious or worried. This reflects the reputation of McDonalds restaurants as somewhere people can go to relax and have a meal with friends and family. There is no need to dress or act a certain way. All customers have to do is come in and relax. The words of the logo, which currently do not feature in the sonic logo but are still very much familiar to consumers states “I’m lovin’ it.” This is also reflective of how the brand wants people to feel about their products and services. Using these words they are directly communicating with their customers and assuring them that if they visit one of the chains, they will indeed be “lovin’ it.”
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