McDonald’s Gets Green…In Its Logo

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McDonald’s is doing things a little backwards. Usually, how it works is: companies go green, and then change their logo to reflect these new, sustainable practices.

But McDonald’s Europe has decided to go ahead and make that logo switch first. An Associated Press article reports that European McDonald’s is exchanging its traditional red color for a deep hunter green in an effort to project a more environmentally friendly image.

Around 100 German locations will convert to the green color by the end of this year. Some Great Britain and French units have made the switch already with the new colors behind the Golden Arches. “This is not only a German initiative but a Europe-wide initiative,” said Martin Nowicki, McDonald’s Germany spokesman.

“With this new appearance we want to clarify our responsibility for the preservation of natural resources. In the future we will put an even larger focus on that,” said Hoger Beek, vice chairman of McDonald’s Germany.

That’s the thing about sustainability, McDonald’s. It’s really NOT about image, it’s about action. However, McDonald’s has been applauded by environmental groups this year, such as Greenpeace. But on the other hand, it’s McDonald’s!

Audrey is a freelance copywriter. She has worked with every kind of company, helping them to communicate their message of sustainability. Careful to never greenwash, Audrey believes that transparency in marketing is just as important as branding. And that doing well and doing good are not mutually exclusive. When she's not blogging, marketing sustainability or writing radio commercials for Chinese food, you can find Audrey rock-climbing, riding her bike around San Francisco, or looking for work (she's available for hire, call now!)

7 responses

    1. Jose – not that I know of. If you see a McDonald's ad on the Google Adwords, that's not something we control. Either way, it's good for things to be totally transparent so thanks for catching it.

  1. Actually, if you take a look at some of McDonald's practices in Europe, they are much better than in the US. European regulations and consumer expectations regarding more sustainably-produced food helped drive the better practices.
    Here's a link to the AP article. The one in the post wasn't working when I read this.
    http://www.msnbc.msn.com/id/34111784/ns/busines

  2. Actually, if you take a look at some of McDonald's practices in Europe, they are much better than in the US. European regulations and consumer expectations regarding more sustainably-produced food helped drive the better practices.
    Here's a link to the AP article. The one in the post wasn't working when I read this.
    http://www.msnbc.msn.com/id/34111784/ns/busines

  3. Pingback: Green as a luxury? Premium pricing and conspicuous consumption — Sustainable Marketing Blog
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