Branding (Mcdonalds)

Our task was to provide 5 forms of evidence, chosen from a selection of categories we put together as a group. I've chosen to look at Branding within fast food.

I've decided to look at Mcdonalds, the biggest fast food chain, who attempted to re-brand and re-capture its image. The bright colours were replaced with much more updated and trendier looking signage.

Packaging...

 Re-branded packaging to transform McDonald's into a seemingly more Eco-friendly company.

Promotional Videos...

Their adverts are quite upbeat, the majority of the time they seem to be suggesting that their food appeals to everyone, from the old to the young.

Web design...

The interface and layout of the website is very concise, everything is accessible without a struggle. Making it useful for all ages. As the biggest fast food chain, they have to keep up with the demands of the changing environment, offering;

coaching vouchers for youngsters playing football, the option to see what ingredients are in your meals (From A-Z) and creating applications means customers can have Mcdonalds on their mobile. Making it possible to find the nearest drive-thru, restaurant with free WiFi internet and a restaurant that is open all night. 

It doesn't really have a specific type of graphic, and in my opinion they focus more on function than form. Again I think this is because its TMG is so broad.

Posters and Displays...

We're all familiar with the famous slogan of McDonald’s. But have you ever paid attention to other creative advertisements designed for McDonald’s? They are all as impressive as the classical slogan, or even better. And here is a collection of advertising, which would help you to know McDonald’s products better in an effective and interesting way.

In order to promote McDonald’s Large Coffee which costs only 1 Euro, outdoor posters in Sweden have been turned into puzzles to attract pedestrians’ attention.

Lecture Notes// Revolutionary Design

Dictatorship and Propaganda

Russian Revolution, led by Lenin 1917 'Peace, bread and land'.

Russian Revolution October 1917 - Revolution street workers, The Bolshevik: Reds (Revolutionary Bolsheviks) vs. (Anti-Revolutionary Imperialists). Bolsheviks wanted to over throw the government.

B Kustodiev "The Bolshevik' 1920 Painting

The flag in this painting represents the blood of the workers who died to free Russia, it's also a symbol of the Revolutions Left Movement "BOLSHEVISM". Propaganda: Collectively standing together as one…has a bigger impact, power of the every man. Symbolic red symbolises Bolsheviks, Communism.

Leader - Lenin, Workers take the country, OCTOBER (The ten days that shook the world)
1927 Director : Sergei Eidenstein.

 In the mid 1920s Intense artist experimentation new society, new rules and new order.

The plan was to invent a new style of art to suit the new Russia. Russia was at the time a third world country and workers controlled the new country.

Lenin encouraged modernist art. They had a deep interest in Picasso's work 'Factory'. This was the time when artwork would have workers in it instead of Kings and Queens. A new Modern society was being born. MALEVICH and Suprematism…”an art movement focused on fundamental geometric forms (in particular the square and circle) which formed in Russia in 1915-1916. It was not until later that suprematism received conventional museum preparations. Founded by Kasimir 
Poster by Rodchenko "Books"

Propaganda: 1917-mid 1920's: intense artistic experimentation,

eighty per cent illiteracy among Russian citizens. The poster spreads a message through image, encouraging more people to learn, the Woman in the poster made the female population more interested because it ruled out the conventional man and wife role. The triangle symbolizes the Russian army formation, Education was a new regime, ready to replace the old.

The Constructivists aims were to achieve the communistic expression of material structures. Lenins New economic Policy 1921. In the late 1920’s, Stalin bans modern art – Socialist Realism. Art was a prisoner of politics.

Designers were needed, but they didn’t want to associate with 'art school' so Decree stated what was needed; ‘industrial equipment and consumer goods quality improvement by artistic engineering methodology implementation.'

In summary, the Revolution; opportunity for art to progress…………. Aim that art should help 'construct' new society………….Constructivists desire to make art useful………….Use of new techniques and abstract aesthetic…………. Revolution = new. By the end of the 1920s artistic freedom curtailed, 1934 Stalin decrees ‘Socialist Realism’ only.

A collection of inspiring work

(Sourced from Behance.net)
Typography

I love the creativity, detail and thought process of this design. It's obviously been through a lot of development stages because it contains; different font details, shadows, highlights and a varied flowing colour scheme.

The surrounding design subtly compliments the center text, it's used only two colours yet speaks class, funk and fun. I can't see a flaw in sight, all the shadows are correctly placed making it look almost real.

Type experiments - Jordan Metcalf

The image below is very striking, the text reads 'PUNK in the house' and displays effective gradient changes and shadowing, the overall result is a detailed, 3D text in the form of two fonts. The idea of 'Punk' is further emphasised by the guitars, and stiff text. While the 'house' is curved, symbolic of the vinyl at the bottom. 

Typefunkography - Rodrigo Francisco

I chose to include the piece below because it was uniquely created, through a collaboration of peoples work. The aesthetics create a very; vintage, raw and hospitalised piece, even the colour of the 'YOU LOVE' relates to the message the design is communicating, body fluids...water and blood.

Illustration

It's rare that you see such a detailed design process where the artist relies more on developed drawing techniques than using a computer the majority of the time. The design is a collaboration piece, presented by Dirty Dozen and was communicating the story of a US Army Major who is assigned to train and lead a dozen convicted murderers to a suicide mission on a French chateau held by top Nazi officers during the World War II. I think the gritty appearance compliments the concept.

 Super Happy Times, a series of die cut Gift tags. Although this style is becoming more apparent, this collection has been given a different function, gift tags, making it original. The comical approach makes them entertaining.

The detail in the designs is exquisite, creating beautiful pieces and giving you so much to look at, in just one character. If I looked at this design in 5 years, it would still look as fresh as it does now. When you first see the designs you look within the detail expecting to see something, only to find out the detail is the picture itself.

Logo

Their designs are appealing because they've been in the business for so long and managed to keep up with the times, constantly releasing different designs for a number of target markets that all look crisp and professional, as the following images show.

Their Logo has been worldwide known for a long period of time, a generic brand. No matter what you type in this font, you'll always be reminded of Coca-Cola and its eye catching color scheme. Even when you see this simplistic, Eco friendly packaging! it still has the same effect as the colored bottle.

Photography

 Such an original idea, executed perfectly. The way its been captured, makes it look as if the text has linked in mid-air and is just beginning to descend. The protruding objects on the letters give it a more 3D feel and give the audience something to look out, I've been trying to work out what's actually on the letters, so far I can see a group of characters on the top of the 'C'.

 A good use of equipment, what better way to communicate a logo that represents CARS than using a mass of tiny cars?