McDonald’s Mystery: The Dark History and Forgotten Legacy Of Everyone’s Beloved Burger Joint
Ditching The Brothers’ Original Design
After Ray acquired McDonald’s, the original Speedee chef mascot and Richard’s golden arches were revamped. Design consultant and psychologist Louis Cheskin advised Ray to reshape the brand image instead of doing away with the arches altogether. Louis transformed the single arches into the iconic “M” we recognize today, claiming it would have a “Freudian pull” on customers.
He even controversially suggested that the logo subliminally evoked “mother McDonald’s breasts,” luring patrons to the restaurant. While the rebrand undeniably contributed to McDonald’s universal appeal, it’s highly doubtful that the McDonald brothers had any such intentions with their initial design.
Next: A metaphorical knife in the back.
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