The power of the brandmark

McDonald’s Canada has proved the value of a good brand mark with it’s playful ‘Follow the Arches’ campaign by Cossette. The campaign consists of four simple billboards that crop the golden arches to provide freeway direction signage that goes beyond the usual. It all relies on the ability of the famous McDonalds logo and iconic visual language to be recognised in an instant, even when only partially visible.

Naturally the billboards work better than the normal signs put up by franchises we usually see. It’d be interesting to see how much further this thinking could push to everyday signage, store signage and branding applications. I think they’d be even more interesting and possibly viral if they worked without the message.

Derek Carroll

Derek is the Creative Partner at Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in creating beautiful, effective and unique brand identities that bring strategy to life and resonate with audiences. Derek has extensive experience developing consumer, business, community and government brands.
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