Branding and Identity

Art Director/Graphic Designer: Kevin McGraw

Incorporating design elements married to the golden arches (previously considered untouchable due to sacrosanct rules surrounding strict brand guidelines for the famed icon) became this primary sponsor’s logo solution for its Olympic Games identity. The negative area between the arches, forming a convenient handle for the Olympic torch, inextricably linked the famed McDonald’s and Olympic brands together. This groundbreaking approach quickly won corporate approval—and various iterations of McDonald’s Olympic logo remained in play globally for over a decade.