A Logo Change Of Pace

A subtle change to your logo to fit a specific promotion can be good idea, if done well. Here's an example of a logo alteration that we think is quite clever.

Here's a picture of the back of a carton of McDonald's fries. In Toronto, McDonald's partners with the NBA Toronto Raptors basketball team to give away free orders of french fries if the Raptors score twelve 3-pointers in a single game.

Before we even start talking about the customized logo, there are other things we like about this promotion. If you're at the game, it becomes a "game within the game" once the Raptors get to nine, ten, eleven 3-pointers. It's a fun way to get basketball fans interacting with McDonald's product on the journey to twelve.

And, I presume everyone's done their research. If the Raptors sink twelve 3-pointers in a game, I'm sure McD's knows how many people will redeem the free offer the next day. The number twelve will have significance too. Again, someone's done their homework and determined that twelve is a reachable number of 3-pointers without being too common.

(For the record, the average number of 3-pointers in the NBA this season is 11.2. Interestingly, last season's average was 10.5. The years before that were 9.7, & 8.5. With such an upward trend towards 3-pointer success, don't be surprised if next season this promotion needs the Raptors to score a higher number of 3's to get your free fries!).

But what we like most about this promotion is the subtle change of pace to the classic McDonald's logo. We all know the Golden Arches, and changing it ever-so-slightly to look like a bouncing basketball is cute, clever & effective.

They've changed their logo, without actually changing it. They've kept it to its original spirit, & they haven't messed with its colours or general dimensions.

Don't go changing your logo "just because". But if it fits with your promotion, go for it.

Photo Credit 2019 Joe Middleton