No Branding Required.

There aren’t many brands that can get away with removing all brand identity from their advertising. McDonalds is one of them that can. The product is so ubiquitous that the purveyor of fast food can not only remove the golden arches, they don’t even have to show product.

McDonald’s has created a series of outdoor ads in recent years that have boldly expressed just how deeply the fast-food brand is embedded in our collective consciousness. McDonalds Canada created a series of outdoor ads that used cropped sections of the golden arches as a wayfinding mechanism. McDonalds France used a series of rain-streaked cityscapes to promote their delivery service. Although minimal in design, there is no doubt that this is McDonald’s. The latest from Leo Burnett UK, not so much.

This new series of posters from Leo Burnett for McDonald’s UK has taken renowned typographer David Schwen’s type sandwiches and created, well, type sandwiches.

There is no mention of McDonald’s anywhere on these yet you know exactly what they are from the ingredients listed. That is definitely a Big Mac and a Filet o Fish. This could be applied to the majority of the McDonald’s sandwich line with a similar effect.

“McDonald’s is a leader, only a handful of global brands can communicate like this. The redacted and graphic nature of this latest campaign exudes the confidence McDonald’s and its iconic products deserve.”

Pete Heyes, Creative Director at Leo Burnett.

It’s a pretty bold move and one that not many brands could pull off. A global brand like McDonald’s can get away with, and does with great effect.