McDonald’s advertising and packaging (1990s)
McDonald’s Chicken McNuggets 4-pieces box, 1995.
Prior to 1993, McDonald’s used a variety of typefaces for packaging and advertising purposes, but rarely was there any consistency in their use. During the 1970s and 1980s, commonly used fonts included:
• Cooper Black (food packaging and some commercials in the 1970s)
• ITC Kabel (various commercials and print applications)
• ITC Serif Gothic (1980s McNugget packaging and miscealleous print applications)
• Gill Kayo (1970s “You Deserve a Break Today” print advertisements)
• Raleigh (styrofoam and paper food packaging in the 1980s and early 1990s)
• Windsor (1970s breakfast print ads)
Beginning in 1993 and continuing throughout the 1990s, McDonald’s selected Bodega Sans, and began using it uniformly, across the majority of their print ads, TV commercials, in-store marketing, and food packaging. Tekton, in many cases, was used in a secondary capacity.
The above image shows packaging for the 1995 McDonald’s Chicken McNuggets meal, set in Bodega Sans Black. A number of additional in-use examples of Bodega Sans by McDonald’s are shown below.
This McDonald’s print ad likely is from 1997. It features the the tagline “Have you had your break today?”, which was used from 1995 to 1997. Multiple weights of Bodega Sans are used for the headline, and Tekton is used for the slogan at the bottom right.
1992 McDonald’s commercial, featuring the tagline “What you want is what you get.”, set in Bodega Sans. This tagline was used during a marketing campaign that ran from 1992 to 1995.
1994 McDonald’s commercial, featuring the tagline “What you want is what you get”, set in Bodega Sans.
McDonald’s food packaging used between 1995 and 2003.
McDonald’s French fries packaging from 1999. Bodega Sans is used for “Super Size”.
1994 McDonald’s commercial, set in Bodega Sans.
McDonald’s packaging for the Big Breakfast meal, from 1995. Bodega Sans is used.
Packaging for McDonald’s McFlurry ice cream, as seen in a 1998 commercial. Type is set in Bodega Sans Black, with a gradient and shadow applied by the designer.
A McDonald’s Happy Meal print ad from 1995, set in Bodega Sans, with some text in Helvetica.
