麦当劳LOGO设计理念

Sweet House（馨屋），

Literally，

“声”(sound)，means happy laughter and cheerful voices;

“香”(fragrance), means irresistible smells attracting people;

“设”(design), means great designs with “言” being omitted for more words are needless if the design is good enough.

All in all,

Sweet House is a warm and sweet home.

Home refers to a warm shelter for everyone;

Home refers to a source of happiness for everyone.

The concept of Warm House is from the life experience of our customers.

It will make people feel at home,

Make them relaxed,

And supported.

When tired,

You can think of your home, and the courage of fight will come into your mind.

Family is a miniature society of relatives gathering together.

Family members support each other, help each other, and build their future together.

Home is full of love,

And the McDonald we design,

Is also full of love.

At the same time, it will give you warmth, comfort and sense of belonging.

Environment(环境)：

Jing(境), refers dwelling places, which means what we design is a quite house without noise and confusion;

The Jing(竟) in the character has the extending meaning of competence. It gives us the belief to ride the wave in the new era.

Building(建筑)：

Jian(建)is composed by Yin(廴) and Yu(聿).

Yin(廴) means to learn from others and Yu(聿) means rhythms,

So Jian(建) means our design has gathered all advantages with rich rhythms.

Kitchen(厨房)：

Chu(厨) means that home where people from all over the world are living is a place created by love;

Besides, Fang(方) in the character Fang(房) means rules and regulations.

Thus, kitchen includes both standards and humanization.

Living Room(客厅)：

The radical of the character Ke(客) is like a shelter protecting people from rain and storm.

Play(玩)，

Has a King(王) in it, which means alternate work and rest will give customers space and relaxation and leads them to a comfortable life.

Furniture(家具):

Ju(具) not only means furniture but also refers to perfection, for our design has all kind kept in stock.

Clothes(服装)：

As the old saying goes, “Only living well, one can dress well”,

Clothes can protect us but what’s more important is that it can give us a sense of calm, joy and beauty,