A national story unfolds as a Russian corporation that acquired the McDonald’s franchise in the country unveils a fresh visual identity set to replace the familiar yellow arches. The move marks a significant rebranding moment for a familiar global icon that once dominated fast food shelves across Russia and beyond. While the brand had previously kept ownership within Russian hands after stepping back from the market, the new owners have taken concrete steps to redefine the brand’s visual presence and public perception through trademark registrations and design concepts that signal a shift in branding direction.
In its official filings, the Russian-operated McDonald’s chain has submitted two logo concepts for trademark protection. The first concept centers on a green circular motif that frames an exclamation mark at its center. The exclamation mark itself features a red dot paired with an orange body, creating a striking triad of color that immediately draws the eye. The second concept reintroduces the iconic M, but in a markedly different aesthetic. This version presents the letter as two bold orange stripes accompanied by a single prominent red dot, all enclosed within a green circle. The combination of these colors—green, orange, and red—appears to be intended as a cohesive color system for the brand moving forward, hinting at a unified identity across multiple product groups and consumer touchpoints.
The scope of the trademark application indicates plans to apply the new branding across a broad range of goods and packaging. The filings cover printed materials, various forms of paper boxes and cardboard packaging, as well as merchandise such as backpacks, bags, umbrellas, and a spectrum of clothing and accessories. Beyond consumer goods, the trademark description also contemplates use in public catering services and the production of a wide array of food and beverages, including meat, fish, and poultry products along with hot and cold drinks. This expansive coverage suggests a deliberate strategy to saturate both the retail and dining environments with the new visual identity, reinforcing brand recognition at every consumer point of contact.
According to the communications team behind the renamed Russian operation, the two logo options reflect possible directions for a reimagined brand identity. The current position is that no definitive design has been finalized, allowing room for final refinements. In practical terms, the launch environment inside McDonald’s restaurants could reveal a decal that diverges from what the public initially expects. For visitors and customers in Canada, the United States, and across North America, the emergence of a new logo from a familiar brand signals a broader trend toward rebranding within the global fast-food landscape. Market observers may watch for how the new marks translate into on-site signage, packaging, advertising, and digital presence, and how these elements align with evolving customer expectations for consistency, convenience, and visual clarity. As the branding process continues, practical questions will naturally arise about how the new identity will integrate with supply chains, franchise operations, and cross-border marketing activities that connect North American audiences with an updated logo that retains the McDonald’s legacy while signaling a fresh start for the company in Russia and for the franchise network abroad.