Cheatsheets

Sep 2020 / ver.1.1

The materials in this cheatsheet may include trademarks, slogans and logos that
are for ideation and discussion purposes only and that have not been legally cleared
for use in your market. Please contact Julie Arizzi of McDonald’s Global Legal
Department (julie.arizzi@us.mcd.com) to confirm whether the proposed trademark,
slogan or logo is available for use in your market.

©2020 McDonald’s
McDelivery Overview Cheatsheet

Overview Visual assets

 isit Design.McDonalds.com for downloadable

V There are three elements that make up the backbone
assets, additional guidance, training tools, of the McDelivery visual identity
application inspiration and case studies.

Brand architecture

Note: These guidelines relate to the McDonald’s McDelivery sub-brand.

Different rules and guidance may apply to McDonald’s masterbrand and
other McDonald’s sub-brands and platforms (e.g., Happy Meal, etc.).

Our goal

Build a unified, global

identity for McDelivery.

Objectives

Create a flexible system to meet market

and third-party operator needs.
Improve brand awareness and drive trial
for McDelivery. Delicious food photography Iconic Perfect Serve bags Golden Stickers
Iconic and craveable food is at Suite of photographic staging Sticker-inspired staging devices
Prioritize the ownable creativity of McDonald’s. the heart of our brand devices for the Golden Sticker for logos and messaging

Our promise is at the heart of everything we do.

Speedee
Bold
Craveable Delightful

Making delicious, feel-good moments Speedee

easy for everyone. Regular
Logo Typography Color Icons and illustrations
Convenient & Everywhere Our proprietary typeface
One unified, global logo Gold and Kraft with Playful modes of
to unify our global voice accents of Red transportation help
reinforce that “only
McDonald’s will do”

Visit Design.McDonalds.com/mcdelivery for additional guidance, case studies, tools and downloadable assets. ©2020 McDonald’s
McDelivery Logos Cheatsheet

McDelivery logo McDelivery logo application

One unified, global logo The logo either lives

improves brand awareness within a photographic
and builds consistency Golden Sticker, or on
across markets. a Kraft bag, in most
communications.

Minimum
height
Print 3 mm
Digital 8 px
Clearspace for the McDelivery logo is equal McDelivery logo on Kraft handled bag
to the height of the “M”.

McDelivery logo on Golden Sticker with ®®

The McDelivery mark is either McDonald’s Red In some instances, a white version McDelivery logo on Golden Sticker with third-party operators
or European Green, depending on market. is used over dark backgrounds. and copy

* There are
exceptions where
only the McDelivery
logo is used (ie;
single-operator
markets [see page 4]
and in 3PO in-app
uses [see page 10]).

Logo on Golden Sticker with ™® Logo on Golden Sticker with ™™ Exception: McDelivery logo directly on background
Do not modify the McDelivery Do not place the McDelivery Do not remove the
mark in any way. logo on illegible backgrounds. McDelivery wordmark Note: Several logo options are available with various ™ and ®
from the logo.* combinations. Check with Julie Arizzi of McDonald’s Global Legal
Department (julie.arizzi@us.mcd.com) to confirm which logo is
appropriate for use in your market.

Visit Design.McDonalds.com/mcdelivery for additional guidance, case studies, tools and downloadable assets. ©2020 McDonald’s
McDelivery Using the Logo Cheatsheet

Logo system Additional examples

We have developed a flexible No 3PO framework Single 3PO framework Double 3PO framework Triple 3PO framework
system for showcasing our
logo and the many third-party Partner Logo
operators (3POs) we partner Partner Logo

with around the world. Partner Logo

Partner Logo Partner Logo
Partner Logo
Partner Logo Partner Logo

To stand out from our competitors, 3PO branding

is boldly introduced through a sticker. Vertical Horizontal

To the right are example layouts showing how No 3PO examples Single 3PO examples Double 3PO examples Triple 3PO examples
to successfully integrate 3PO branding in our
communications.

Note: Markets will need to request logo art

from their local 3PO partner.

Watchouts

MDS - directing to URL Vertical layouts Vertical layouts Vertical layouts Vertical layouts Ready for
Open Bag with sticker Open Bag with stickers Open Bag with sticker Open Bag with stickers gametime.
We’ve also developed a flexible approach for markets
with McDelivery app integrations.
Partner Logo

Ensure legibility of all logos.

Horizontal layout Horizontal layout Horizontal layout Not recommended for use
Ready for
Zoomed Bag with sticker + copy Zoomed Bag with sticker + copy Zoomed Bag with sticker + copy with Zoomed Bag layouts
gametime.

Partner Logo

1) Clear, bold, copy CTA

Do not change where McDelivery

logo falls in the 3PO system.
Horizontal layout Horizontal layout Horizontal layout Horizontal layout
3Q Sign-off Bag with sticker + copy 3Q Sign-off Bag with sticker + copy 3Q Sign-off Bag with stickers + copy 3Q Sign-off Bag with stickers + copy
Ready for
gametime.

3) M
 cDelivery wordmark
changes to web address
Partner Logo

(Example: TVC end tag)

2) U
 RL replaces Horizontal layout Horizontal layout Horizontal layout Horizontal layout Do not use a sticker without a kraft
wordmark with logo with logo and 3PO with logo and 3POs with logo and 3POs paper bag visual.

Visit Design.McDonalds.com/mcdelivery for additional guidance, case studies, tools and downloadable assets. ©2020 McDonald’s
McDelivery Color and Typography Cheatsheet Examples

We maintain consistency by using

our masterbrand colors and fonts.

Overall color proportion Brand palette Our font, Speedee

Speedee Bold
McDonald’s Gold
PMS
Coated: 1235 C

Speedee Regular
Uncoated: 122 U
CMYK 0.29.96.0
RGB 255.188.13
HEX FFBC0D

Speedee Light
Kraft
Speedee is available in three weights (bold, regular and light)
PMS 2312 C and two styles (full width and condensed). All sets include italics.
CMYK 25.37.50.04
RGB 182.154.129
Color proportion in practice HEX B69A81
General typesetting
McDonald’s Red
PMS
CMYK
2035 C
0.100.95.0 Use Speedee Bold for headlines
RGB
HEX
219.0.7
DB0007 and subheads.
McDonald’s Green Speedee Regular and Light are perfect for body copy and other
PMS 350 C applications where we’re conveying lots of information at once.
CMYK 66.0.72.70
For use in “European Green For additional typesetting guidance, please refer to the Feel-Good Design
RGB 38.79.54
Regions,” only. Typography Cheatsheet, or visit Design.McDonalds.com.
HEX 264F36
Note: Any “Contact-less” messaging must be approved by each respective
market’s local legal counsel.
Third-party-operator (3PO) palettes
Language support
Do not
When 3PO branding is present in McDelivery
Speedee currently supports Latin-based languages.
communications, the 3PO palette is allowed
Visit Design.McDonalds.com to access language Best WFH
only in their logos. Do not use Red copy.
support and download Speedee. breakfast
this week
Remember: Not every single application will
have the same balance of color. The overall color Do not use Gold copy.
proportion of our brand includes plenty of breathing
room with lots of Gold, Kraft and splashes of Red.

Do not use colors outside of Do not use Kraft copy.

our new visual identity palette.
Visit Design.McDonalds.com/mcdelivery for additional guidance, case studies, tools and downloadable assets. ©2020 McDonald’s
McDelivery Photography Cheatsheet

Our iconic and craveable food is the hero of our

McDelivery communications. The following principles
help to make sure it is showcased consistently,
unmistakably and deliciously.

Best practices Techniques and details

Flawesome details
celebrate just the right
amount of imperfection,
reminding viewers that
our food is crafted by hand.

Authentic materials,
surfaces, wrappers and
backgrounds accurately
reflect the at-home experience.

Food is staged on a wrapper,

not directly on a surface.

Tones of Gold
add richness, depth
and deliciousness.
Authentic environments
Natural lighting suggests Use surface materials you might find outside of the restaurant. Bringing in
a warm, inviting and real brand colors is a plus.
environment.

Depth of field
heroes the product.

Propping Watchouts

Propping is a combination of real McDonald’s packaging accented by at-home items. Do not use props that are unrealistic for at-home experiences.

Visit Design.McDonalds.com/mcdelivery for additional guidance, case studies, tools and downloadable assets. ©2020 McDonald’s
McDelivery Photographic Assets Cheatsheet

We’ve streamlined the global designs of the McDelivery

Perfect Serve bag. A range of photographic visuals, available
for download, provides flexibility across all communications.

McDelivery Perfect Serve bags Bag visuals Layout bag visuals

Several McDelivery Perfect Serve bag visuals are available for download. Besides the McDelivery stickered There are three Perfect Serve McDelivery layout bag visuals that are available for download each with various
version, each bag has versions that include an additional third-party operator sticker in various forms. Golden Sticker and 3PO options. These visuals can be used in layouts as backgrounds for Golden Stickers or sign
offs. See the McDelivery Layout Cheatsheet for more information.

Folded Bag 3-Quarter (3Q) Sign-off Bag

Single 3PO

3-Quarter (3Q) Sign-off Bag Open Bag Zoomed Bag

Handle Bag front Handle Bag back

Simply Delicious bags Watchouts

Double 3PO

Simply Delicious bags will continue to be used in the

real world. The Perfect Serve bags are not replacing
them. They are meant for communications only. Do not crop the Golden Sticker. Do not change the Golden Do not stretch or change the shape
No 3PO Triple 3PO Sticker color. of the Golden Sticker.

Visit Design.McDonalds.com/mcdelivery for additional guidance, case studies, tools and downloadable assets. ©2020 McDonald’s
McDelivery Layout Cheatsheet

Preferred layout examples

Flexible layouts allow for our unmistakable
food photography, branding, messaging
and partnerships.

Layout techniques

Templated layouts are available for download in various sizes and orientations to allow for quick and easy customization of communications to fit your market’s needs.
Note: Layouts featuring McDelivery bag and sticker assets are always preferred over alternate layouts with McDelivery logos placed directly on photography.

Horizontal layout with Sign-off bag Vertical layout with Open bag Vertical layout with Open bag

Three Headlines are in

Speedee Bold and
lines of always black on a
Gold background.
Food photography
goes here
Food photography
goes here

Food photography
copy
goes here
Golden Sticker acts
as staging device
The 3-Quarter for headline and
(3Q) Sign-off Bag 3PO branding.
visual is used
here as an iconic The Open Bag visual
signature. is used here as a
background for the
Golden Sticker.
The majority of our communications should A longer Golden Sticker option
predominantly be focused on delicious food. is available for when more lines
of copy are needed.
Vertical layout with Open bag
Horizontal layout with Folded bag and partner logo sticker Alternate layout
Watchouts

Golden Sticker Best WFH Best WFH

acts as staging
breakfast breakfast
device for
Food photography
headline and this week this week
goes here
3PO branding. Golden Sticker acts
as staging device
for McDelivery logo.
The Zoomed Bag
visual is used here as
If a layout has a simple background
a background for the White Sticker acts
and no copy, a McDelivery logo can
Golden Sticker. as staging device
be placed on top of the photography Do not change the Gold Do not change the crop on the
for partner logos.
as long as it’s readable. background color. 3Q Sign-off layout bag visual.
Visit Design.McDonalds.com/mcdelivery for additional guidance, case studies, tools and downloadable assets. ©2020 McDonald’s
McDelivery In-App Merchandising Cheatsheet

Simplicity, delicious food and a large hit of

branding will help ensure we stand out from
the crowd of brands seen on most 3PO apps.

3PO app toolkit Not working Working Not working Working

Simple backgrounds that reference Delicious food at a large scale

outside the restaurant

- Coca-Cola more visible + McDonald’s Gold background

- Generic + McDonald’s Gold background than our brand
+ Food at a large scale
- White background + Food at a large scale - Food at small scale
+P
 erfect Serve wrapper
- Food at small scale +P
 erfect Serve wrapper - Brand colors barely present for added branding
for added branding
- Brand colors barely present

Perfect Serve packaging for added branding Branding

Visit Design.McDonalds.com/mcdelivery for additional guidance, case studies, tools and downloadable assets. ©2020 McDonald’s
McDelivery Illustration Cheatsheet

Illustrations add a sense of whimsy to the McDelivery

system, helping to drive home the unique offerings of
our brand. These impactful graphic devices should be
used thoughtfully and carefully.

Illustration Watchouts

Note: All depicted assets need to be approved by local Legal counsel prior to usage. Illustrations should not be altered in any way. The following are the most
common mistakes and pitfalls to avoid:

Never use 3PO-branded vehicles. 3PO-branded bags can only be

used in animation.
An illustrative version of our iconic McDelivery bag Playful modes of transportation help reinforce that “only McDonald’s will do.”

Illustration in action

Avoid mixing photography and

Animation gives life to the illustrations in digital contexts (e.g., social, etc.) illustration.

Combined with simple messaging and 3PO Animations can use changes in scale to ensure 3PO logo legibility Additional examples
communication

Visit Design.McDonalds.com/mcdelivery for additional guidance, case studies, tools and downloadable assets. ©2020 McDonald’s
McDelivery Legal Information Cheatsheet

Important legal terms

and conditions

This document contains exclusive, confidential and proprietary Trademarks

information of McDonald’s Corporation and its affiliates and is intended The materials in this toolkit may include trademarks, slogans and
for distribution only to the McDonald’s System, including McDonald’s logos that are for ideation and discussion purposes only and that have
employees, franchisees, agencies, licensees, suppliers, distributors not been legally cleared for use in your market. Please contact Julie
and affiliates, for use only in connection with McDonald’s business Arizzi of Global Legal Marketing/ Intellectual Property legal team
and solely for the benefit of McDonald’s. The material contained in (julie.arizzi@us.mcd.com) to confirm whether the proposed trademark,
this toolkit may not be copied, reproduced, disclosed or distributed slogan or logo is available for use in your market.
to anyone outside of the McDonald’s System without the prior written
permission from the McDonald’s Legal Department. Use of Fonts
All fonts, including fonts that appear in printed materials, on packaging,
ANY UNAUTHORIZED USE, COPYING OR DISTRIBUTION OF THIS and on-screen in apps, websites, digital menu boards and other digital
MATERIAL MAY LEAD TO CIVIL AND CRIMINAL PROSECUTION. media are generated by software code, and the software code may be
protected by third-party copyright. In order to use software code for
Advertising Clearance fonts, you may need to obtain a commercial use license from the font
Please contact your local McDonald’s country attorney, McDonald’s owner, which will typically appear as a click-through agreement when
Co-Op Attorney, or if no other counsel is available the McDonald’s you attempt to download the font code. Often these click-through
Corporation Global Legal Marketing/ Intellectual Property legal team agreements cover only personal or internal business use and not
for legal clearance of any advertising materials to be used in your local external commercial use.
market, including television commercials, radio commercials, online
advertising, packaging and point of sale materials. It is important that you consult with your local legal team to review
the terms and conditions of any such license agreements to make sure
Local Activation that the license covers the way in which the font will be used. Whenever
Please remember to work with your local legal counsel in customizing, possible, you should use a font for which McDonald’s already owns
clearing and implementing any of the activation ideas suggested in unlimited global usage rights, such as Speedee. If you have any questions
this toolkit in order to ensure that you are in full compliance with all concerning the use of fonts in digital media, please contact Eric
applicable laws. The activation ideas included in this toolkit have not Gallender, Global Legal Marketing/ Intellectual Property legal team.
been cleared and/or legally reviewed for all laws with in all markets,
regions, cities and/or municipalities. © 2020 McDonald’s

Visit Design.McDonalds.com/mcdelivery for additional guidance, case studies, tools and downloadable assets. ©2020 McDonald’s