Product quality symbol
The press service explains that the new Izvestia logo captures the core icons of the restaurant chain — two sticks of yellow French fries and a yellow-orange burger, forming a simple, recognizable mark.
The green backdrop in the updated trademark is meant to symbolize the standard of products and services that guests have come to expect from the brand.
The restaurant chain is launching a fresh advertising campaign that uses the new logo starting on Thursday, signaling a broader brand refresh. In addition, the company noted that a name for the restaurants has not yet been finalized, with work ongoing in this direction. Eight names have been filed with the Russian patent office, including options such as “The Same One” and “Free Cashier.”
The plan calls for the first 15 outlets of the network to open on June 12 in Moscow and the Moscow region. In total, by the end of June, around 200 restaurants within the network are expected to operate in Russia under the new brand, continuing the transition process.
“Two sausages and a puddle of ketchup”
Reaction on social networks toward the new trademark has been mixed, with some voices expressing hostility toward the design. Critics suggested that the logo bears similarities to other brands and even questioned whether elements were copied. Observers noted that the color palette bears resemblance to the flag of Bangladesh, and some claimed that the emblem resembles the logos of other entities, including a Ukrainian gas-station network, a well-known sportswear brand, a hotel chain, a social platform, and an American music group, pointing to overlapping visual cues rather than direct imitation.
For some, the pattern within the logo drew criticisms. Phrases that circulated online included comparisons to meatballs, ketchup, two sticks, or even football imagery, highlighting how easily associations can form around a simple graphic. The color scheme, particularly the swampy green background, also drew attention and debate, with some users describing the palette as heavy or somber.
Television presenter Ksenia Sobchak weighed in via a Telegram channel, describing the new logo as striking a stark contrast with the previous branding. She characterized the colors as dark and moodier, and suggested that the overall impression was less appealing than the original design. Sobchak invited followers to evaluate the logo and noted that many commenters shared her impression.
Her assessment highlighted a perception gap between the designers’ intent and public reception, underscoring how branding choices can influence consumer perception even before market introduction. The ensuing dialogue among viewers illustrated the rapid spread of opinion across social platforms and the role of public critique in branding discussions.
Closing McDonald’s
Following Russia’s military operation in Ukraine, major outlets reported that McDonald’s would cease operations in Russia, with the Washington Post citing the company’s chief executive officer in early March. The corporate press service announced that the network would suspend operations beginning mid-March, a decision aligned with broader market repositioning and strategic realignment.
In May, McDonald’s disclosed it would withdraw from the Russian market after 32 years of operation, stating an intention to sell its entire portfolio of restaurants within the country to local buyers. The company emphasized that new ownership would not be permitted to use McDonald’s name, logo, brand, or menu, though it would continue to safeguard its trademarks within Russia.
A source from the Russian business press indicated that McDonald’s could return to Russia under a new brand name in June, with a strong emphasis on preserving most jobs and maintaining supplier relationships during the transition.
Subsequent reports identified a local buyer, GiD, led by Alexander Govor, who has managed a number of McDonald’s-adjacent operations since 2015 across several Siberian and Far Eastern cities. Govor’s background includes leadership roles in related sectors, and he has diversified interests in regional business, including ownership in the Park Inn hotel chain and healthcare facilities. This corporate transition reflects a broader trend of local ownership considerations in the Russian fast-food landscape as historical brands reassess their international footprints.