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McDonald's Boxer

McDonald's uses Boxer for signage brief

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By The Drum Team, Editorial

March 6, 2008 | 2 min read

McDonald's looks to Birmingham's Boxer to develop a signage system highlighting extended opening hours.

The Birmingham-based agency, which was first appointed by the food chain in 2004 to handle a global packaging assignment, will develop a consistent look and feel for the signage, so customers can immediately understand and recognise the new extended opening hours wherever they are in Europe.

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. We also considered the importance of standout in a variety of different European languages.”

Boxer, which recently announcer plans to establish a network of international offices to support its aspirations as a global design business, will effectively coordinate the extended opening hours signage in Europe. The agency will liaise with local contacts to produce artwork according to individual specifications.

The new signage will be rolled out across Europe throughout 2008.

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