Ronald McDonald Children’s Charities, while the original name and image accurately reflected the spirit and scope of the organization, it appeared dated and reproduced poorly.
P O S I T I O N I N G : The redrawn trademark maintained the familiar elements of the original while presenting the organization in a more contemporary way. The finished trademark and implementation guidelines allowed over 36,000 + restaurant owner/operators to promote the activities of the charity consistently without a great deal of expensive coordination. The renewed and relaunched trademark created an opportunity to revisit existing fundraising sources as well as energized the corporate fundraising effort.
Special Note: Initially, it was recommended and excepted that Ronald McDonald’s yellow glove, with the red and white striped sleeve was so recognizable it didn’t need, the more commercial, trademark “M” to be identified. However, when Ronald McDonald Children’s Charities was merged with the Ronald McDonald House, the “M” and the pencil drawing of the “house, with initials” where added by their in-house agency.