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LONDON—McDonald’s has increasingly been experimenting with logo-free ads over recent years, flexing the power of its world famous menu and visual branding to create ads that scream McDonald’s, without even having to say it.
Last year, Leo Burnett London created an outdoor campaign with billboards that featured only a list of key ingredients that make up some of McDonald’s core products—the Filet-O-Fish, Egg McMuffin and Big Mac.
The ads featured no logo. Just McDonald’s typeface and its color palette.