Founded in 1940 – The first time a McDonald’s franchise used the Golden Arches logo was in 1953 at a restaurant in Phoenix, Arizona. Although for many people it may be a love/hate relationship – we have all grown to know the biggest clown of all. McDonald’s now operates over 37,000 restaurants and employs 1.8 Million people worldwide. The “Mickey-D’s” brand is at the core of their business success. As part of an ongoing series researching ‘Colossal Branding’ – Mcdonald’s is the first article in which we’ll be highlighting some of the world’s most influential brands. We’re looking at what they do outside of their normal day-to-day communication – the spikes in creativity which show the power and status of their brand. Remember that selling 75 burgers per second and gaining iconic brand status like this comes to a tune of $800 Million (+) per year global marketing budget… some of which is spent on very cleverly arranged french fries. This is where a brand is so recognisable it can be significant in a minimal state. It’s an aspect of marketing reminiscent of the golden age of advertising. We’re lovin’ it.