1999 McDonald’s Corporation Global Logo and Trademark Standards Reference Guide Global Logo and Trademark Standards Reference Guide. 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 3.0file of the Global Logo and Trademark Standards Reference Guide EPS graphic files—high quality files for production purposes—of all logos found in the Guide WMF graphic files of the same logos that can be inserted into any Microsoft software applications The EPS and WMF graphic files of all the logos found in the Guide are located on the CD-ROM.You must have QuarkXPress, Adobe Illustratoror Photoshopor CorelDrawsoftware to access and use the EPS files. For those who do not have these software packages, the same graphic files are also saved as WMF files, which can be accessed by using any Microsoft software.Separate folders have been created for each logo for your convenience. For more information on the trademarks and logos that are found in the Global Logo and Trademark Standards Reference Guide, please call the U.S. Legal Department at 1-630-623-7334 or the International Legal Department at 1-630-623-7072. 1999 McDonald’s Corporation TABLE OF CONTENTS Global Logo and Trademark Standards Reference Guide. 1999 McDonald’s Corporation TRADEMARK USAGE1 What Is a Trademark1 McDonald’s Trademark Guidelines1 Use of McDonald’s Trademarks by Suppliers5 Producer Licenses6 IMPROPER LOGO USAGE 7 Lightning Script Logo7 Universally Prohibited Logo Usage8 MEDIA USAGE MATRIX9 LOGOS10 Corporate Logo10 Golden Arches Symbol11 Road Sign Logo12 International Logo13 Global Graphics Logo14 Ronald McDonald Logo15 PlayPlace Logo16 Happy Meal Box Logo17 Ronald McDonald House Charities Logo18 Sports Arch Logo19 Drive-Thru Logo20