McDonalds VI设计.pdfVIP

® ® Global Logo and Trademark Standards Reference Guide © 1999 McDonald’s Corporation CONFIDENTIAL PROPRIETARY INFORMATION This manual is the exclusive property of McDonald’s Corporation and has been prepared exclusively by McDonald’s for exclusive use of designated McDonald’s recipients that are employees, licensees and agencies of McDonald’s Corporation. Any unauthorized use or copying of this material may lead to civil or criminal prosecution. The following trademarks used herein are owned by McDonald’s Corporation and affiliates: Corporate Logo, International Logo, Global Graphics Logo, Ronald McDonald Logo, Sports Arch Logo, Drive-Thru Logo, Golden Arches Logo, Road Sign Logo, Ronald McDonald House Charities Logo, PlayPlace Logo and Happy Meal Box Logo. ©1999 McDonald’s Corporation Global Logo and Trademark Standards Reference Guide. COVER LETTER Dear McDonald’s Team Member, As McDonald’s presence continues to expand throughout the world, it is essential to use our logos properly to maintain a consistency in our visual messages of our core equities. In doing this, we will support and strengthen our brand identity around the globe. In this Global Logo and Trademark Standards Reference Guide, you will find the answers to your questions about the proper usage of McDonald’s most highly recognizable logos. Please refer to the Table of Contents to find which pages are dedicated to each section. We hope this information will help guide you to successfully build the McDonald’s brand in your local market. We all have a responsibility to build and protect our logos, which have become the most recognized and distinctive in the world. This CD-ROM contains the following: • Adobe Acrobat Reader 3.0™ file of the Global Logo and Trademark Standards Reference Guide • EPS graphic files—high quality files for produc