McDonald’s Is Turning Its Logo Upside Down for Women’s Day Merch, Signage
When a company has plied its trade for a considerable amount of time, it might find difficult the task of taking on a novel business approach no matter what the competition is doing. Having achieved global renown, McDonald’s, which dates back to 1940, could simply say it has engaged in enough culinary experimentation to remain forever in the ascendancy, but the fast food entity does not want its momentum to slow in other areas, notably key societal issues. Today, therefore, one of the titan’s California establishments is sporting inverted arches, with “W” symbolizing ownership’s acknowledgment of International Women’s Day, a celebration that will find 100 U.S.-based McDonald’s giving away observance-related merchandise.
Patricia Williams’ Lynwood eatery is helping the Golden State mark the occasion through the signage alteration that, according to global chief diversity officer Wendy Lewis, registers as the first time McDonald’s has flipped its “iconic arches.” Proud to promote the prominent roles that women have played in its nearly 78-year history, with females constituting 60 percent of the restaurant’s managerial positions, the chain will link regard for their accomplishments with esteem for its brand by having employees don the “W” logo on their uniforms and by having promotional freebies such as bag stuffers, crew shirts and packaging complement their dining experiences.
Since its 1975 adoption by the United Nations, International Women’s Day has won greater reach among the global community and has received official themes for the last 23 celebrations, with 2018’s being “Time is Now: Rural and urban activists transforming women’s lives.” For McDonald’s, the day is seeing it use the modified symbol on all of its social media channels and its website, and while the customary “M” will return tomorrow, the means to recognize women does not figure to lose its significance once the day ends and could even lead to larger discussions on McDonald’s workforce.
With respect to the promotional products, one wonders to what extent end-users will consider them keepsakes, with packaging seeming the obvious odd-item-out for gaining such status, but the whole collection of offerings reminds us of the absolute need, no matter how old and revered a company is, to call on logos to attract customers. In this case, the inversion of the golden arches adds McDonald’s to a growing number of businesses that are recognizing International Women’s Day as an opportunity to emphasize gender equality over financial supremacy. Yes, McDonald’s is likely to draw large crowds at the 100 aforementioned destinations, but it is articles like this one and many others touching on the upturned “M” that figure to have more staying power in terms of highlighting McDonald’s efforts to be inclusive and reverent. We will definitely take fries with that.