麦当劳为什么改名叫金拱门?

不要再纠结为什么叫这么难理解的名字了。因为从golden arch直译过来的撒。金色的拱门。就叫金拱门咯。

---------------------------------------------------------------------

关于M的商标的历史来源如下:

"McDonald's logo" redirects here. For the sign, see McDonald's sign (Pine Bluff, Arkansas).The Golden Arches used on the exterior of the Times Square McDonald's restaurant.

The Golden Arches are the symbol of McDonald's, the global fast-food restaurant chain. Originally, real arches were part of the restaurant design. They were incorporated into the chain's logo in

1962, which resembled a stylized restaurant, and in the current Golden Arches logo, introduced 1968, resembling an "M" for "McDonald's".

In 1952, brothers Richard and Maurice McDonald decided they needed a new building to house their hamburger restaurant in San Bernardino, California. They wanted this building to have an entirely

new design which would achieve two goals: even greater efficiency, and an eye-catching appearance. They interviewed at least four architects altogether, finally choosing Stanley Clark Meston, an

architect practicing in nearby Fontana, in late 1952. The arches had a direct bearing on the interviewing process and their choice of Meston: the first architect they interviewed objected to the

arches the brothers wanted; a second wanted to change the arches; a third, prominent Los Angeles architect Douglas Honnold, said that if the brothers were going to tell him what to do they would be

better off doing it themselves.

Along with their practical knowledge, the brothers brought Meston a rough sketch of two half-circle arches drawn by Richard. The idea of an arch had struck Richard as a memorable shape to make

their stand more visible. After considering one arch parallel to the front of the building, he had sketched two half-circles on either side of the stand. Meston, together with his assistant Charles

Fish, responded with a design which included two 25-foot (7.6 m) yellow sheet-metal arches trimmed in neon, called "golden arches" even at the design stage. His design also included a third,

smaller arch sign at the roadside with a pudgy character in a chef's hat, known as Speedee, striding across the top, trimmed in animated neon.

According to architectural historian Alan Hess, "Meston and Fish turned the crude half-circle suggested by Richard McDonald's sketch into a tapered, sophisticated parabola, with tense, springing

lines conveying movement and energy." In the same article Hess added this footnote: "Who first suggested the parabola is unclear. Richard McDonald and George Dexter, the sign contractor who

fabricated the first arches, recalled that Dexter came up with the idea and added them to the plans. Charles Fish, who did the working drawings and aided Meston in the design, attributes the idea

to his familiarity with the form from a school project in which he used structural parabolas for a hangar. The form was one of many advanced engineering solutions, including folded plate roofs,

that were in common currency."

The first franchised outlet bearing Meston's design opened in May 1953 in Phoenix, Arizona. Subsequent franchisees of the McDonald brothers were also required to use Meston's design, although

Meston adapted the plans for each to the conditions and building codes of each site.

In 1962, seeking to upgrade its image, the company sought a new logo. Fred Turner sketched a stylized "V", but the company's head of engineering and design, Jim Schindler, extended the "V" into an

"M" resembling a McDonald's store viewed from an angle, with a red isosceles trapezoid "roof" serving as background for lettering.

While McDonald's dropped the physical arches from nearly all of its restaurants in the 1960s[citation needed], the Golden Arches have remained in the logo, and as a commonly understood term for the

company. This was partially due to Louis Cheskin's argument that the arches, which he likened to "mother McDonald's breasts", had "Freudian applications to the subconscious mind of the consumer and

were great assets in marketing McDonald's food." In Canada, all McDonald's stores and commercials have a maple leaf in the middle of the Golden Arches.

Alan Hess summarized the arch's origin in Googie architecture and ultimate significance as follows:

The arch was conceived by businessman Richard McDonald, an untrained designer with no knowledge of erudite architectural examples. His intent was pragmatic: to be noticed. This determined its

scale, position, and simple shape visible over long distances following the precedent of earlier drive-ins with which he was familiar. To McDonald, the arch was an arbitrary form, without symbolic

or historic associations, which he hoped would come to symbolize McDonald's. The arches' position implies no traditional use of the arch as an entry, nor are they structural. The architect

delineated this formal concept determined by the client in the energetic lines and machine-like surfaces of a popular commercial vernacular style current in the 1940s and 1950s ... Meston's design

proved successful as design and icon because of, not in spite of, its commercialism.

The term "Golden Arches" is sometimes used as metonym, symbolizing capitalism or globalization in phrases such as the "Golden Arches Theory of Conflict Prevention", since McDonald's is one of the

more prominent American corporations that have become global in their reach (along with Coca-Cola and Nike).

最后编辑于
©著作权归作者所有,转载或内容合作请联系作者
  • 序言:七十年代末,一起剥皮案震惊了整个滨河市,随后出现的几起案子,更是在滨河造成了极大的恐慌,老刑警刘岩,带你破解...
    沈念sama阅读 204,053评论 6 478
  • 序言:滨河连续发生了三起死亡事件,死亡现场离奇诡异,居然都是意外死亡,警方通过查阅死者的电脑和手机,发现死者居然都...
    沈念sama阅读 85,527评论 2 381
  • 文/潘晓璐 我一进店门,熙熙楼的掌柜王于贵愁眉苦脸地迎上来,“玉大人,你说我怎么就摊上这事。” “怎么了?”我有些...
    开封第一讲书人阅读 150,779评论 0 337
  • 文/不坏的土叔 我叫张陵,是天一观的道长。 经常有香客问我,道长,这世上最难降的妖魔是什么? 我笑而不...
    开封第一讲书人阅读 54,685评论 1 276
  • 正文 为了忘掉前任,我火速办了婚礼,结果婚礼上,老公的妹妹穿的比我还像新娘。我一直安慰自己,他们只是感情好,可当我...
    茶点故事阅读 63,699评论 5 366
  • 文/花漫 我一把揭开白布。 她就那样静静地躺着,像睡着了一般。 火红的嫁衣衬着肌肤如雪。 梳的纹丝不乱的头发上,一...
    开封第一讲书人阅读 48,609评论 1 281
  • 那天,我揣着相机与录音,去河边找鬼。 笑死,一个胖子当着我的面吹牛,可吹牛的内容都是我干的。 我是一名探鬼主播,决...
    沈念sama阅读 37,989评论 3 396
  • 文/苍兰香墨 我猛地睁开眼,长吁一口气:“原来是场噩梦啊……” “哼!你这毒妇竟也来了?” 一声冷哼从身侧响起,我...
    开封第一讲书人阅读 36,654评论 0 258
  • 序言:老挝万荣一对情侣失踪,失踪者是张志新(化名)和其女友刘颖,没想到半个月后,有当地人在树林里发现了一具尸体,经...
    沈念sama阅读 40,890评论 1 298
  • 正文 独居荒郊野岭守林人离奇死亡,尸身上长有42处带血的脓包…… 初始之章·张勋 以下内容为张勋视角 年9月15日...
    茶点故事阅读 35,634评论 2 321
  • 正文 我和宋清朗相恋三年,在试婚纱的时候发现自己被绿了。 大学时的朋友给我发了我未婚夫和他白月光在一起吃饭的照片。...
    茶点故事阅读 37,716评论 1 330
  • 序言:一个原本活蹦乱跳的男人离奇死亡,死状恐怖,灵堂内的尸体忽然破棺而出,到底是诈尸还是另有隐情,我是刑警宁泽,带...
    沈念sama阅读 33,394评论 4 319
  • 正文 年R本政府宣布,位于F岛的核电站,受9级特大地震影响,放射性物质发生泄漏。R本人自食恶果不足惜,却给世界环境...
    茶点故事阅读 38,976评论 3 307
  • 文/蒙蒙 一、第九天 我趴在偏房一处隐蔽的房顶上张望。 院中可真热闹,春花似锦、人声如沸。这庄子的主人今日做“春日...
    开封第一讲书人阅读 29,950评论 0 19
  • 文/苍兰香墨 我抬头看了看天上的太阳。三九已至,却和暖如春,着一层夹袄步出监牢的瞬间,已是汗流浃背。 一阵脚步声响...
    开封第一讲书人阅读 31,191评论 1 260
  • 我被黑心中介骗来泰国打工, 没想到刚下飞机就差点儿被人妖公主榨干…… 1. 我叫王不留,地道东北人。 一个月前我还...
    沈念sama阅读 44,849评论 2 349
  • 正文 我出身青楼,却偏偏与公主长得像,于是被迫代替她去往敌国和亲。 传闻我的和亲对象是个残疾皇子,可洞房花烛夜当晚...
    茶点故事阅读 42,458评论 2 342

推荐阅读更多精彩内容