The Ongoing Transformation of the McDonald’s Logo: A Semiotic Perspective

References

• Adams, S., Morioka, N., & Stone, T. (2004). Logo design workbook: A handson guide to creating logos. Beverley, MA: Rockport Publishers.
   Google Scholar
• Alberto, P. A., Fredrick, L., Hughes, M., McIntosh, L., & Cihak, D. (2007). Components of visual literacy: Teaching logos. Focus on Autism and other Developmental Disabilities, 22(4), 234-243.
   Google Scholar
• Arnold, S. J., Kozinets, R. V., & Handelman, J. M. (2001). Hometown ideology and retailer legitimation: The institutional semiotics of Wal-Mart flyers. Journal of Retailing, 77(2), 43-271.
   Google Scholar
• Bates, D. (2011, March 9). Move over Ronald: Subway officially overtakes McDonald’s to become biggest restaurant chain in the world. Daily Mail, p. A1.
   Google Scholar
• Belen del Rio, A., Vazquez, R., & Iglesias, V. (2001). The role of the brand name in obtaining differential advantages. Journal of Product & Brand Management, 10(7), 452–465.
   Google Scholar
• Bellizzi, J., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of Retailing, 59, 21–45.
   Google Scholar
• Bennett, P. D. (1995). Dictionary of marketing terms. Lincolnwood, IL: NTC Business Books.
   Google Scholar
• Bird, L. (1992, December 5). Eye-catching logos all too often leave fuzzy images in minds of consumers. The Wall Street Journal, p. B1.
   Google Scholar
• Birren, F. (1961). Color psychology and color therapy. New York: University Books.
   Google Scholar
• Bishop, R. (2001). Stealing the signs: A semiotic analysis of the changing nature of professional sports logos. Social Semiotics, 11(1), 23–41.
   Google Scholar
• Blue, A. (2003). A logo is worth a thousand words! Information Outlook, 7(9), p. 29.
   Google Scholar
• Boutaud, J. J. (1998). Sémiotique et communication: Du signe au sens. Paris: L’Harmattan.
   Google Scholar
• Brannen, M.Y. (2004). When Mickey loses face: Recontextualization, semantic fit, and the semiotics of foreignness. Academy of Management Review, 29(4), 593–616.
   Google Scholar
• Chang, W., & Lin, H., (2010). The impact of color traits on corporate branding. African Journal of Business Management, 4(15), 3344–3355.
   Google Scholar
• Cohen, D. (1986). Trademark strategy. Journal of Marketing, 50, 61–74.
   Google Scholar
• Coombe, R. (1998). The cultural life of intellectual properties: Authorship, appropriation, and the law. Durham, NC: Duke University Press.
   Google Scholar
• Csikszentmihalyi, M., & Rochberg-Halton, E. (1981). The meaning of things: Domestic symbols and the self. Cambridge: Cambridge University Press.
   Google Scholar
• Dickinson, P., & Svensen, N. (2000). Beautiful corporations: Corporate style in action. London: Financial Times Prentice Hall.
   Google Scholar
• Eco, U. (1979). The role of the reader. Bloomington: Indiana University Press.
   Google Scholar
• Eco, U. (1986). Semiotics and the philosophy of language. Bloomington: Indiana University Press.
   Google Scholar
• Elliot, A. J., & Maier, M. M. (2007). Color and psychological functioning. Current Directions in Psychological Science, 16(5), 250–254.
   Google Scholar
• Fiske, J. (1989). Reading the popular. London: Unwin Hyman.
   Google Scholar
• Fiske, J. (1990). Introduction to communication. London: Routledge.
   Google Scholar
• Goethe, J. W. (1982). Theory of colours (trans. Charles Lock Eastlake). Cambridge, MA: MIT Press.
   Google Scholar
• Goldstein, K. (1942). Some experimental observations concerning the influence of colors on the function of the organism. Occupational Therapy and Rehabilitation, 21, 147–151.
   Google Scholar
• Gottdiener, M. (1995). Postmodern semiotics: Material culture and the forms of postmodern life. Cambridge, MA: Blackwell.
   Google Scholar
• Grossman, R. P., & Wisenblit, J. Z. (1999). What we know about consumers’ color choices. Journal of Marketing Practice: Applied Marketing Science, 5(3), 78–88.
   Google Scholar
• Haig, B. (2008). The tipping point – web logo style. Brandweek, 49(8), p. 12.
   Google Scholar
• Heilbrunn, B. (1997). Representation and legitimacy: A semiotic approach to the logo. (1997). In W. Nöth (Ed.), Semiotics of the media: State of the art, projects, and perspectives (pp. 175–189). Berlin: Mouton de Gruyter.
   Google Scholar
• Heilbrunn, B. (1998a). My brand the hero? A semiotic analysis of the consumer-brand relationship. In M. Lambkin (Ed.), European perspectives on consumer behaviour (pp. 1–43). Hemel Hampstead: Prentice-Hall.
   Google Scholar
• Heilbrunn, B. (1998b). Logo. In P. Bouissac (Ed.), Encyclopedia of semiotics (pp. 373–375). Oxford: Oxford University Press.
   Google Scholar
• Henderson, P. W., & Cote, J. A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62, 14–30.
   Google Scholar
• Hess, A. (1986). The origins of McDonald’s golden arches. Journal of the Society of Architectural Historians, 45(1), 60–67.
   Google Scholar
• Hirschman, E. C. (1988). The ideology of consumption: A structural-syntactical analysis of “Dallas” and “Dynasty.” Journal of Consumer Research, 15, 344–359.
   Google Scholar
• Holbrook, M. B., & Grayson, M. W. (1986). The semiology of cinematic consumption: Symbolic consumer behavior in Out of Africa. Journal of Consumer Research, 13, 374–381.
   Google Scholar
• Holbrook, M. B., & Hirschman, E. C. (1993). The semiotics of consumption: Interpreting symbolic consumer behavior in popular culture and works of art. Berlin: Mouton de Gruyter.
   Google Scholar
• Hoopes, J. (1991). Peirce on signs. Chapel Hill: The University of North Carolina Press.
   Google Scholar
• Hughes, M. (2008, January 4). Logos that became legends: Icons from the world of advertising. The Independent, p. A1.
   Google Scholar
• Hutchings, J. (1997). Color in plants, animals, and man. In K. Nassau (Ed.), Color for science, art, and technology (pp. 222–246). Amsterdam: Elsevier.
   Google Scholar
• Jensen, K. B. (1995). The social semiotics of mass communication. Thousand Oaks, CA: Sage.
   Google Scholar
• Johansen, J. D., & Larsen, S. E. (2002). Signs in use: An introduction to semiotics. New York: Routledge.
   Google Scholar
• Leiss, W., Kline, S., & Jhally, S. (1986). Social communication in advertising. London: Metheun.
   Google Scholar
• Leventhal, R. C. (1996). Branding strategy. Business Horizons, 1, 17–23.
   Google Scholar
• Levitt, H. M. (1997). A semiotic understanding of eating disorders: The impact of media portrayal. Eating Disorders, 5, 169–183.
   Google Scholar
• Levy, S. J. (1981). Interpreting consumer mythology: A structural approach to consumer behavior. Journal of Marketing, 45, 49–61.
   Google Scholar
• Lewandowski, M. (2009, November 23). Mc Donald’s changing its logo in Europe. Digital Journal.
   Google Scholar
• Lipovetsky, G., & Roux, E. (2003). Le luxe eternel: De l’âge du sacré au temps des marques. Paris: Gallimard.
   Google Scholar
• Love, J. F. (1995). McDonald’s: Behind the arches. New York: Bantam Books.
   Google Scholar
• Matusitz, J. (2007). Vexillology, or how flags speak. International Journal of Applied Semiotics, 5(1), 199–211.
   Google Scholar
• McDonald’s Corp. Media Center. (2011). Retrieved March 2, 2011, from McDonald’s Corporation: http://www.aboutmcdonalds.com/mcd/media_center.html
   Google Scholar
• McGee, L., Lomax, R., & Head, M. (1988). Young children’s written language knowledge: What environmental and functional print reading reveals. Journal of Reading Behavior, 20, 99–118.
   Google Scholar
• McQuarrie, E. F., & Mick, D. G. (1999). Visual rhetoric in advertising: Text-interpretive, experimental, and reader-response analyses. Journal of Consumer Research, 26, 37–54.
   Google Scholar
• Mick, D. G., Burroughs, J. E., Hetzel, P., & Brannen, M. Y. (2004). Pursuing the meaning of meaning in the commercial world: An international review of marketing and consumer research founded on semiotics. Semiotica, 152(1), 1–74.
   Google Scholar
• Moriarty, S. E. (2002). The symbiotics of semiotics and visual communication. Journal of Visual Literacy, 22(1), 19–28.
   Google Scholar
• Neumann-Held, E. M., & Rehmann-Sutter, C. (2006). Genes in development: Re-reading the molecular paradigm. Durham, NC: Duke University Press.
   Google Scholar
• Nöth, W. (1990). Handbook of semiotics. Bloomington: Indiana University Press.
   Google Scholar
• Oswald, L. R. (2007). Semiotics and strategic brand management. Marketing Semiotics, 10, 1–5.
   Google Scholar
• Park, S. Y., & Petrick, J. F. (2006). Destinations’ perspectives of branding. Annals of Tourism Research, 33(1), 262–265.
   Google Scholar
• Peirce, C. S. (1958 [1931]). The collected papers of Charles Sanders Peirce. In C. Hartshorne & P. Weiss (Eds.), Peirce: Volumes 1–6. Cambridge, MA: Harvard University Press.
   Google Scholar
• Pinson, C. (1988). The International Journal of Research on Marketing, Special Issue on Semiotics and Marketing Communication Research, 4(3).
   Google Scholar
• Pinson, C. (1993). Marketing: Semiotics. In R. E. Asher & J. M. Y. Simpson (Eds.), The encyclopedia of language and linguistics (pp. 2384–2388). New York: Pergamon.
   Google Scholar
• Popper, K., Shearmur, J., & Turner, P. N. (2008). After the open society: Selected social and political writings. New York: Routledge.
   Google Scholar
• Rowley, J. (2004). Online branding: The case of McDonald’s. British Food Journal, 106(3), 228–237.
   Google Scholar
• Saussure, F. de (1986 [1916]). Course de linguistique générale. Paris: Payot. Schlosser, E. (2001). Fast food nation: The dark side of the all-American meal. Boston: Houghton Mifflin.
   Google Scholar
• Schroeder, J. E. (2002). Visual consumption. London: Routledge.
   Google Scholar
• Scott, D. (1993). Air France’s Hippocampe and BOAC’s Speedbird: The semiotic status of the logos. French Cultural Studies, 4, 107–127.
   Google Scholar
• Sebeok, T. A. (1976). Contributions to the doctrine of signs. Bloomington: Indiana University Press.
   Google Scholar
• Sebeok, T. A. (1991). A sign is just a sign. Bloomington: Indiana University Press.
   Google Scholar
• Selame, E. (1988). Developing a corporate identity: How to stand out in the crowd. Cambridge, MA: Cambridge Books.
   Google Scholar
• Sherry, J. F., & Camargo, E. G. (1987). May your life be marvelous: English language labeling and the semiotics of Japanese promotion. Journal of Consumer Research, 14, 174–188.
   Google Scholar
• Short, T. L. (2009). Peirce’s theory of signs. Cambridge: Cambridge University Press.
   Google Scholar
• Silverman, K. (1983). The subject of semiotics. New York: Oxford University Press.
   Google Scholar
• Singh, S. (2006). Impact of color on marketing. Management Decision, 44(6), 783–789.
   Google Scholar
• Soldat, A. S., Sinclair, R. C., & Mark, M. M. (1997). Color as an environmental processing cue: External affective cues can directly affect processing strategy without affecting mood. Social Cognition, 15, 55–71.
   Google Scholar
• Solomon, J. (1988). The signs of our time. New York: Harper & Row.
   Google Scholar
• Sparke, P. (1986). An introduction to design and culture in the twentieth century. London: Allen and Unwin.
   Google Scholar
• Thompson, C. J., & Haytko, D. L. (1997). Speaking of fashion: Consumers’ uses of fashion discourses and the appropriation of countervailing cultural meanings. Journal of Consumer Research, 24, 15–42.
   Google Scholar
• Vartorella, W. (1990). Doing the bright thing with your company logo. Advertising Age, 61, p. 31.
   Google Scholar
• Vignali, C. (2001). McDonald’s: “Think global, act local” – the marketing mix. British Food Journal, 103(2), 97–111.
   Google Scholar
• Vihma, S. (1995). Products as representation: A semiotic and aesthetic study of design products. Helsinki: University of Art and Design.
   Google Scholar
• Würtz, E. (2006). Intercultural communication on web sites: A cross-cultural analysis of web sites from high-context cultures and low-context cultures. Journal of Computer-Mediated Communication, 11, 274–299.
   Google Scholar
• Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9, 1–27.
   Google Scholar
• Zakia, R. D. (1986). Adverteasement. Semiotica, 59(1), 1–11.
   Google Scholar
• Zhang, L. (1997). The charm and seduction of brand names. In I. Rauch & G. F. Carr (Eds.), Semiotics around the world: Synthesis in diversity, Volume 2 (pp. 1263–1268). Berlin: Mouton de Gruyter.
   Google Scholar