Featured image for McDonald's Want You To Eat A Big Ol' Typeface Sandwich

McDonald's Want You To Eat A Big Ol' Typeface Sandwich

by Bill McCool on 02/03/2020 | 2 Minute Read

There aren’t many fonts that can inspire a feature-length documentary love letter, or become the most ubiquitous typeface to be used in corporate logos or all of those t-shirts and posters with the words stacked on top of one another—but that’s Helvetica in a nutshell. 

And it’s not going away any time soon. 

Editorial photograph

McDonald’s recently tapped Leo Burnett London and designer David Schwen for a series of advertisements that make use of the typeface in sandwich form. The Iconic Stacks campaign recreates McDonald’s staples like the Big Mac, Sausage and Egg McMuffin, and Filet-O-Fish using just type, spelling out their layers in their respective colors. Schwen is no stranger to the inedible word sandwich, as his Burgervetica has graced many a t-shirt celebrating the things-between-bread category.

Editorial photograph

Despite McDonald’s employing Turner Duckworth to create a new visual identity and typeface for the brand (Speedee) last year, according to It’s Nice That, Leo Burnett chose to utilize Helvetica for the ads because of the enormous popularity of Schwen’s work.

Editorial photograph

Better still, McDonald’s chose to eschew the golden arches entirely, betting that they could lose the logo because their sandwiches speak for themselves, a further indication that some of the biggest global brands are looking into flexible logo systems or ditching their signature look, similar to what Doritos did last year.

You can find the Iconic Stacks campaign on a McDonald’s billboard near you, but, just so you know, the Filet-O-Fish is still a revolting trash pile, and no amount of words stacked upon word will change that fact.

You may also like