OUGD601 - McDonald's Case Study Focus

For my case study in my essay, I need to focus down the collections on McDonald's advertisements to a few that I can reference and show the change in typography.

Below are the four images I have chosen to do this.

1969

2009

2014

Reasoning

In comparing the use of typography, an early McDonald's ad and a very recent ad much be used as these show the full extent of the change in appearance and typography. The two ads from 2009 are important as this is the year where typography changed drastically for he brand. The first image shows the classic McDonald's style which had become well known at the time, and the second image shows the drastic change to something a bit more experimental, which shows that the brand were looking at other options typographically. It is at this point where McDonald's also starts to play more on the playful and fun side to their brand, using more puns/playful language.