---
title: "Adweek: McDonald’s Crops the Golden Arches to Direct You to the Closest Restaurant"
url: https://burnaze.com/article/176e28a6-c07a-47e8-bc82-3cde9177be22
source: "1851 Franchise"
original_url: https://1851franchise.com/adweek-mcdonalds-crops-the-golden-arches-to-direct-you-to-the-closest-restaurant-2705779
category: "Restaurants"
industry: "Restaurants"
published: 2018-03-02T18:13:01.000Z
modified: 2026-11-01T03:01:05.650Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/101c34033a4ff49d6bf9a80d763546368124.jpg
---

# Adweek: McDonald’s Crops the Golden Arches to Direct You to the Closest Restaurant

**TL;DR:** McDonald's has created a new way-finding system by cropping the Golden Arches into a directional path on billboards to direct drivers to the nearest location. The campaign, created by Cossette, is currently being tested in Toronto, Canada, but may be expanded to other cities worldwide.

*originally published in 1851 Franchise on 2018-03-02. [Read the original](https://1851franchise.com/adweek-mcdonalds-crops-the-golden-arches-to-direct-you-to-the-closest-restaurant-2705779).*

## Story

The Golden Arches is a logo that’s recognized around the world. That’s why, according to Adweek, the latest ad campaign from McDonald’s is catching on . A new campaign created by Cossette crops the iconic McDonald’s symbol on billboards in order to direct drivers to the nearest location.

The brand told Adweek, “To create a new way-finding system, we noticed that the directions were right there in the logo,” the brand says. “By cropping the Golden Arches into a directional path, and reducing the visuals to only what’s essential, we transformed an underutilized media space into a simple unified design system adaptable to any market around the world.”

Right now, this simple—yet effective—campaign only exists across four billboards in high traffic areas across Toronto, Canada. However, the success of the campaign means that it could soon be headed to other major metropolitan cities around the world. It’s especially beneficial in crowded markets with confusing street signs and directions.

Cassie has over five years of digital and traditional media experience. She joined NLA after working as a television news producer in both Milwaukee and Chicago, and now specializes in aligning strategies across the board for her clients, ultimately building buzz and telling compelling stories through content marketing, social media, digital campaigns and traditional PR. Cassie has a Bachelor of Arts in Broadcast and Electronic Communications from Marquette University.

In her spare time, Cassie enjoys traveling and exploring what new cities have to offer in addition to spending time with her friends and family.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- McDonald's (company)
- Milwaukee (location)
- Toronto (location)
- brand marketing (topic)
- ad campaign (topic)
- way-finding system (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/adweek-mcdonalds-crops-the-golden-arches-to-direct-you-to-the-closest-restaurant-2705779). Summarized by Burnaze (https://burnaze.com/article/176e28a6-c07a-47e8-bc82-3cde9177be22).