As Agency France Presse reports, after the eco-summit, which took place recently in Copenhagen, McDonalds Germany decided to make a first «real» step to «sustainable and eco-friendly» positioning. The idea was so simple and exciting — they literally changed the background of an iconic arched logo from red to green.
Since that moment, all new and refitted restaurants will use the updated identity, which is supposed to ‘respect the environment’, McDonalds Germany vice-president Holger Beeck said.
Let’s admit, that the recognisable iconic red-yellow McDonald’s logo is the world’s sixth most valuable brand, according to a 2009 report by Interbrand consultancy, following such giants as Coca-cola, IBM, Microsoft, General Electric and Nokia in that global rating.
Besides, it seems to be very popular between German teens from 12 to 18, according to the recent survey, conducted earlier this month.
McDonalds has in the past came under attack from environmental groups on account of packaging overuse and deforestation. While, at the same time, Greenpeace activists have also praised the company for the first steps on the way to become environmentally friendly, including the introduction od refrigerators without harmful chlorofluorocarbons.