McDonald’s extended opening hours signage brief is handed to Boxer
McDonald’s has appointed strategic design agency Boxer to develop a signage system for its European restaurants, as it seeks to highlight extended opening hours.
Helen Tanasijczuk, account manager at Boxer, explained: “The new logotype has the flexibility to communicate a specific message – either ‘extended hours’ or ‘open 24h’ – as well as the ability to work across a number of different formats, from a 20 metre high sign at the store entrance to door stickers, posters, and in-store point-of-purchase.”
Boxer, which recently announced plans to establish a network of international offices to support its aspirations as a global design business, will coordinate the signage in Europe.
The new signage will be rolled out across Europe throughout 2008.