Really like this work.
Advertising Agency: Cossette, Canada
I can’t decide if I like it. I think it’s a good idea in theory, but I’m not sure that 1) it gives enough information to drive people to McDonald’s and 2) that it’s a good idea to cut up the company logo. In general, I’m not for cutting up logos. Part of my job is brand enforcement and logo usage so I may be overly sensitive to the perils of logos being cut up and how out of hand it can get. Our logo chops up so nicely that people are less likely to use it in it’s entirety. It’s the go-to design solution for a lot of designers but our brand equity is in the entire logo and so is McDonalds when it comes to their marks. So, I’m not sure that I like this as a design solution but I get the problem they’re trying to solve.
I agree with that too CF. For McDonald’s I think it’s a great idea. Everyone knows them … probably wouldn’t work at all for lesser known companies/logos. We would be scratching our heads … who the hell is that?