McDonald’s Ukraine promotional campaign
Contributed by Svitlana Tolmach (Rentafont) on Oct 18th, 2023. Artwork published in
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Source: www.mcdonalds.com License: All Rights Reserved.
McDonald’s is known for having its marketers adapt the menu and advertising campaigns to local realities in every country. In Ukraine, they were no exception and conducted the Ukrainian Burger Season, designing promotional materials in an authentic style while avoiding clichés like embroidered shirts and flowers. To create banners and social media materials, they chose the yellow and blue colors of the Ukrainian flag and the beautiful Rutenia from the Shchedryk Foundation.
Source: www.instagram.com License: All Rights Reserved.
Source: www.facebook.com License: All Rights Reserved.
4 Comments on “McDonald’s Ukraine promotional campaign”
The Rutenia type family is a part from a big project by Vasyl Chebanyk about the “Ukrainian Alphabet”, digitized and developed by Henadij Zarechjuk and Viktor Kharyk, see the website at abetkarutenia.com.ua.
infoVARTA thank you for your comment
i don’t think this is san francisco… mcdonald’s has its own typeface for use in their promotional material, can’t recall the name though…
You’re probably thinking of Speedee, made by Dalton Maag – good call! The font family used online doesn’t include Cyrillic, and the Ukrainian website of McDonald’s uses San Francisco as fallback font for Cyrillic text. But text in graphics do suggest there’s Cyrillic. I’ve adjusted the font ID. Thanks!