Mc Donalds

Introduction:
Industry : Restaurants Founded : May 15, 1940 in San Bernardino, California; McDonald's Corporation, April 15, 1955 in Des Plaines,

Founder(s)Ric hard and Maurice McDonald

McDonald's restaurant concept; Ray Kroc

McDonald's Corporation founder.

Headquarters : Oak Brook, U.S.

Number of locations 33,000+ worldwide

Area served Worldwide

Products : Fast food (hamburgers c hicken frenchfries soft drinks coffee milkshakes salads dessert s breakfast)

Revenue US $ 24.075 billion (2010)

History
The business began in 1940.

With a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California.
Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant.

The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee."
Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs.

 McDonald's first filed for a U.S. trademark on

the name "McDonald's" on May 4, 1961, with the description "Drive-In Restaurant Services," which continues to be renewed through the end of December 2009.

In the same year, on September 13, 1961, the

company filed a logo trademark on an overlapping, double arched "M" symbol. which was disfavoured by September 6, 1962

"Golden Arches" appeared in various forms, the present form as a letter "M" appeared in November 18, 1968, when the company applied for a U.S. trademark. It was created by Jim Schindler in 1962 and the idea was first introduced by Dick and Mac McDonald as arch shaped signs.

Collectively used for protecting different aspects of an inventive work for multiple protection: Patents Copyrights

Trademarks
Registered ( industrial) design Protection of IC layout design,

Geographical indications, and

Protection of undisclosed information

The following trademarks used herein are owned by McDonalds Corporation and affiliates:
Corporate Logo International Logo

Global Graphics Logo

Ronald McDonald Logo

Sports Arch Logo

Drive-Thru Logo

Golden Arches Logo

Road Sign Logo

Ronald McDonald House Charities Logo

PlayPlace Logo

Happy Meal

Box Logo

Mc Donald's - Trademark
A trademark is a word (McDonalds ), symbol ( ) or phrase It assures (Did Somebody Say McDonalds?) adopted by customers that all McDonalds to -Distinguish products bearing
Identify the products and services them from those of competitors. Guarantee consistency and quality.
our trademarks are the same high quality that customers have come to expect
from McDonalds

Mc Donalds trademark guidelinesThe or MR is used to identify that the trademark has been registered with the appropriate Patent and Trademark Office. When a trademark is used multiple times in advertising, the , MC, or MR need only be used once at the first or most prominent use.
Buy one Big Mac sandwich, get a second Big Mac free

Avoid misspellings and variations.

OK: Hamburglar, McDonalds, Super Size NOT OK: Hamburgler, MacDonalds, Super Sized, Supersize, Make sure that they stand out and do not get buried. You can do this in any one of the following ways.
All Caps: DID SOMEBODY SAY McDONALDS? Initial Caps: Did Somebody Say McDonalds? Always use the trademark as an adjective to modify a generic word that describes the product. Big Mac sandwich; McFlurry dessert

Never used in the plural or possessive form, except if it is trademarked as such. OK: Big Mac sandwiches; Ronald McDonald and friends NOT OK: Big Macs; Ronalds friends Avoid punctuation in phrases unless the punctuation is part of the trademark. OK: Did Somebody Say McDonalds? NOT OK: Did Somebody Say McDonalds!

use of mcDonalDs traDemarks by Suppliers

Permitted use
Logo can be used on the

Prohibited Use
Cant be sent to anyone outside the McDonalds system. Use of McDonalds trademarks, including the Golden Arches logo, on equipment or in displays at non-McDonalds trade shows or equipment exhibitions is prohibited.

business cards and stationery of approved exclusive suppliers to the McDonalds system. Individuals whose main focus is serving the McDonalds system may indicate their relationship with McDonalds in their title only, e.g., Account Executive

Producer licenses
Supplier of the product must be licensed Prior to selling or distributing which includes Completing an application for a Producer

License Agreement,
and obtain any necessary approvals from

Corporate Marketing and Business Affairs.

Positioned correctly

Avoid moving the trademark symbol

Avoid manipulatin g the relation of type to the logo

Universal ly Prohibite d Logo Usage

Text or graphic should not come closer

Space should not be violated Avoid manipulatin g the size or shape of the logo.

LOGO USAGE McDonalds Corporate Logo

McDonalds Corporate Logo

For yellow, use PANTONE 123 For red, use PANTONE 485.

Golden Arches Symbol

One color reproduction should show the Arch or shape in solid black, yellow or red.

Don'ts

Road Sign Logo

The Road Sign Logo design features (an exaggerated Arches symbol and increased type size) are used to maximize legibility at a distance.

Internation al Logo

To identify international

McDonalds franchises. It can be customized to reflect the country in which McDonalds is located in by inserting countrys name in place of the word International in the logo.

Note: This logo should never be used in advertising, promotion or mass communication elements.

Global Graphics Logo

For yellow, use PANTONE 123 For red, use PANTONE 485 Reflex Blue

Minimum size: 1/2 inch, 1.27cm tall Minimum inch size: 6 pt.

Ronald McDonald Logo

Use full name, Ronald

McDonald, in headings or first time name appears.

Do not use Ronald or

Ronald McDonald in possessive or plural form.

Do not call character

RONNIE.

Play Place Logo

Designed to identify the childrens play area added to the restaurant. It is to be used only with those approved PlayPlace facilities.

9 color

For lime green, use PANTONE 375 For orange, use PANTONE Orange 021 For red, use PANTONE 185 For background blue, use PANTONE 2728 Rhodamine red Process cyan Solid black White

3 color

For yellow, use PANTONE 123 For red, use PANTONE 185 For background blue, use PANTONE 2728

Happy Meal Box Logo

Intent is to
establish brand identity for

McDonalds childrens Happy Meal.

For yellow, use PANTONE

123 For red, use PANTONE 485

Ronald McDonald House Charities

Intent to build awareness for the charity as it provides support and care to children and families.
Drawing of the hands themselves, the

house, the chimney and all typography appear in blue. Red and yellow should be added whenever possible and printed under blue. Childs Wrist and Fingers should appear in white. Heart should appear in red.

Sports Arch Logo

Intent McDonalds brand exposure from a long distance or on television.
For yellow, use PANTONE 116 For red, use PANTONE 185 Black outline

Trade dress
Distinctive Non-functional feature Distinguishes a merchant's or manufacturer's goods or services from those of another. Include the color of the packaging and the configuration of goods.

Gold color scheme of a McDonald's restaurant.

Patent
The 55-page patent, which has been filed in the US and Europe, covers the 'simultaneous toasting of a bread component'.

Lawrence Smith-Higgins, of the UK Patent Office, said: 'McDonald's or anyone else cannot get retrospective exclusive rights to making a sandwich. 'They might have a novel device, but it could be quite easy for someone to make a sandwich in a similar way without infringing their claims.'

Garnishes of lettuce, onions and tomatoes, as well as salt, pepper and ketchup, are inserted into a cavity in a 'sandwich delivery tool'.

The 'bread component' is placed over the cavity and the assembly tool is inverted to tip out the contents.

Finally, the filling is placed in the 'bread component'.

THANK YOU!