I was driving through a main road in Sydney recently and noticed new style of signage in front of a McDonald’s, below. The main difference is that it’s missing the word “McDonald’s” which is typically seen on the red field. It also places the “24 hours” sign in a more prominent position.

New style of roadside signage

New style of roadside signage at McDonald’s Five Dock, New South Wales

It’s a interesting move to simplify the signage in this way; the Golden Arches are so iconic that they really can stand on their own. In fact, a 2010 study assessing levels of brand recognition in children found that even kids as young as 3-to-5 years of age could recognise the McDonald’s brand (with a recognition rate of over 90%). It has even been suggested that the Golden Arches are more recognisable than the Christian cross.

Current style of roadside signage

Current style of roadside signage at McDonald’s Greenacre II, New South Wales; other variations include a “Drive Thru” sign

A bit of history about the Arches – originally, real arches were part of the restaurant design. They were incorporated into the chain’s logo in 1962, which resembled a stylised restaurant, and then in the current Golden Arches logo, introduced in 1968, to resemble an “M” for McDonald’s.

I’ve only seen the new signage in front of a single restaurant, so I’m not sure whether or not it’s due to roll out nationwide. Has the new signage come to a restaurant near you? Let me know in the comments below.