A week or so ago, McDonald's seemed to be teasing a new version of its logo on Instagram. And while at the time there were plenty of ideas around what this new logo could signify – a new adult Happy Meal, for example – it turns out we were all wrong. Because the new logo actually represents a pair of raised eyebrows, in a 60-second spot named Raise Your Arches.
The new ad, shot by Shaun of the Dead and Hot Fuzz director Edgar Wright sees a lady in the office draw an 'M' on a Post-It and raise her eyebrows at a colleague. This eyebrow raise turns out to be the logo outline that was hiding under our noses (or above them), and is now the new signal for 'Fancy a McDonald's?'. The eyebrow raising spreads around the office until all the staff are filing down the stairs, presumably on the way to McDonald's. It's a novel take on the famous golden arches, and in all honesty, it's a stroke of genius – the entries in our best logos list could take note.
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