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Casper's Company Tampa, FL McDonald's Style Guide Color Palette Distinguishing

Casper's Company Tampa, FL McDonald's Style Guide Color Palette Distinguishing Colors Additional Colors Red Pantone 485 CMYK 4/96/100/1 RGB 230/43/30 HEX #e62b1e Yellow Pantone 123 CMYK 1/19/100/0 RGB 255/204/0 HEX #ffcc00 Blue Pantone 281 CMYK 100/92/31/26 RGB 0/38/100 HEX #002664 Lime Green Pantone 375 CMYK 45/0/100/0 RGB 151/215/0 HEX #97d700 Orange Pantone 021 CMYK 0/72/89/0 RGB 255/108/46 HEX #ff6c2e Typefaces The McDonald's typeface plays a vital role in the brand identity. It is smooth, bold, and distinct making it recognizable and effective. The soft curves and flat ends create a contemporary, easily readable and child-friendly appearance. The 'M' in McDonald's is custom made. The typeface used on the official website is 'Lovin Sans,' not for sale, created by the international typeface designers, Dalton Maag. The font family for marketing materials is Colfax Black. Helvetica Neue is similar in style and shares a lot of the same features. This font is available in the majority of design applications. colors are al logo and the yPlace logo. Application The additional colors are utilized in global logo manipulations and the signature Ronald McDonald House Charities logo. Red and yellow are McDonald's most distinguishing colors, heavily utilized within the logo. When being reproduced in one color, the arches should be in either solid yellow, black, or white. The 'M' on wheels is designed to be used for the Drive-Thru only; NOT to represent any McDonald's food delivery service such as UberEats or others. Instagram Posts What this post aims to highlight is the fact that Egg McMuffins are made with real eggs. The checklist and the freshly- cracked egg next to the McMuffin exemplifies this and the message is clear to the viewer even at a quick glance. The copy beneath the image reiterates the fact that the eggs are freshly cracked and grade-A. furthering this by mentioning the meal is only 300 calories. The call to action is "Learn More." If you click this button, it will take you directly to the McDonald's website for more information on our meals and ingredients. This post is designed for Instagram to promote the Millennial Meal. The call to action is "Use App" making it easy and encouraging people to pre-order online or find out more information about McDonald's products and the fresh ingredients they utilize. Promotional Posts Instagram Posts These example posts show the layout the Myth Monday posts will utilize. The layout remains uniform to create consistancy and recognition. Variety is created through changing the color scheme to any of the colors shown in the McDonald's style guide Page 1. For each post, the food item in the subheader is changed to the food item being featured, as does the image in the bottom left hand corner. Myth Monday Myth Monday is a tactic used to tell the truth about McDonald's meals and their ingredients. It is comprised of one social media post a week, scheduled for every Monday. The food items featured in the posts are chosed due to the level of sontroversy and skepticism surrounding them, such as the supposed 'pink goo' Chicken McNuggets and the 'fake egg' in the McDonald's McMuffin. Promotional Flyer Dimensions: 5.5"x 4.3" Message: Follow our social media accounts and receive a FREE medium fry! e a u d e p a r f u m D A Z Z L E This smaller design offers a budget-friendly format designed to reduce costs while still delivering excellent results through direct mail. This size is effective in promoting a single message utilizing simplicity. We are offering one main incentive in an attempt to generate a consumer following on our social media accounts. This will increase the reach and frequency of our message, therefore, increase our consumers and revenue. The illustration was created specifically for this flyer so provides unique imagery. colors are al logo and the yPlace logo. Promotional Board This promotional piece utilizes the same imagery and copy as the flyers. This ensures the message is consistent. This chalkboard is a promotional material that can be placed in McDonald's stores in order to promote Casper Company's social media account and generate a larger customer base. Millennial Meal The Millennial Meal is a conceptual spin-off of the McDonald's Happy Meal. It is designed for the fast-paced, health-conscious lifestyle of a millennial in today's society. Based on research conducted on the four P's, we found that the McDonald's Snack Wrap is one of the top four purchases a millennial makes. For this reason, I have featured it on the packaging. The bag is sleek, durable, and convenient in its dimensions with a tapered top and ergonomic handles, all providing easy transportation for take-out orders; perfect for millennials fast-paced lifestyles. The healthy aspect is exemplified in the imagery, highlighting the fresh vegetables used within McDonald's meals. The McDonald's green was chosen (HEX #97d700) to provide both brand consistency, as well as connoting healthy ingredients and recyclable packaging. There is space provided on the packages side for more information on the meal. Millennial Meal This is an extension of that concept which shows how the Millenial Meal packaging can be tailored and stylized to the certain food selection inside. In order to make this concept be most economically efficient, I have created two staple designs that cover all the salad and grilled choices and all the burger and fry choices of meal. This allows the packaging to be tailored to the general food choices rather than the specific components in each keeping costs low. For this version, I chose to highlight french fries as this is the highest selling item on the menu; they sell 9 million pounds of fries globally every single day (Abel). The Egg McMuffin Promotional Poster: The Egg McMuffin Diagram Poster is designed to highlight the fresh ingredients used in this meal. The design elements and colors create an eye-catching design whilst simultaneously maintaining consistency with the company's branding. Social Post Version: The social post is a formatted version for social media. It has more appropriate dimensions and less information whilst still being consistent aesthetically. References Abel, Godard. “What McDonald's Can Teach Us about Selling.” The Next Web, 19 May 2015, thenextweb.com/insider/2015/05/09/what-mcdonalds-can-teach-us-about- selling/. uploads/s3/ mcdonalds-style-guide.pdf