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Mc Donalds goes green
Posted December 14th, 2009
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About a week ago I stumbled upon some news that McDonalds Europe had been experimenting with a new color scheme, green. But not the fresh bright green you’d come to expect from companies going green. As you can see from the following images, they’ve decided to go with a much darker, hunter green. I’m curious as to the thinking that went behind this selection of green. Personally I feel like this is a more retro color scheme and I’m not sure if I like it. But I’d have to see exactly how they’re going to apply it before I make any judgements…

Not only did More Studio design the new McDonald’s Europe brand book, they also did their photography, which in my opinion really goes well with the new color. Very natural, very real… and somewhat revealing.

If you’re interested in reading more about this, have a gander at this article on Business Week.

Via [More Studio]

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6 Comments »
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  • http://www.hypebeast.com Eugene Kan

    Design is nice… but the images regarding the sourcing of their food? I’m not fooled by this crock of shit for one second… from an economics stand-point, McDonalds will be hard due to change their current sourcing practices in favor which makes the photography very much mis-leading no?

  • Greg

    Photo Journalism does 1 of 2 things… it tells the truth or it distorts the truth by omission. Because perception is a very relative thing, omission in a photo narrative straddles the line between not telling the whole truth and flat out lying.

    But for most people it’s very hard not to accept a photo narrative at face value because the medium is supposed to literally represent a given subject.

  • http://www.anotherfaceinthecrowd.com/blog/2009/12/mcdonalds-green-initiative-comes-to-toronto/ Anotherfaceinthecrowd – McDonald’s “green” initiative comes to Toronto

    [...] couple days ago I wrote a quick post about McDonald’s going green and changing their iconic colors of red and yellow, to green and yellow. Well this morning I was [...]

  • Richard
  • http://FRESHIAM.NET +T+

    Interesting, I’m curious to see how this idea migrates to the american market

  • http://blog.enginedigital.com Stephen

    These visuals and the brand book are beautiful, but no amount of design can change perception of a brand like McDonalds and their business practices. Would have been nice to see this creative applied to a new brand with no connections to McDonalds or no similar history.

    With the redesign of their NA locations, going after the Starbucks market, and their sponsorship of the Olympics (not sure if this is an ongoing international sponsorship or not), they seem to be trying to make a change. If it materializes or not is yet to be seen. In any case, at least if they can/do make a shift, it’ll be a somewhat visually appealing one.

    @mrstephenbeck