McDonald's Brand Revamp

For my Digital Imaging course at Duke University, we were asked to explore the design and application of visual identity systems through the lens of a single company. I chose to analyze McDonald's branding, curious as to how such a global company managed to represent itself consistently across thousands of locations. Focusing on their recent brand revamp (helmed by Turner Duckworth), I examined how they turned a once-chaotic visual identity into a "playful, pared-down design that honors the company's feel-good roots."