McDonald’s: Tasty Typography

This McDonald’s advertisement from 1969 was designed to try and spread excitement about their new sandwich. In order to draw attention they use a heavier font to get the memorable catch phrase at the top remembered. They then use a smaller, lighter font to explain the details.

Oldstyle

Let’s focus on just that catch phrase up top

McDonald’s has incorporated an Oldstyle font here. The weight of the letters and the whether the font is serif or not gives it away. In this case the letter ‘s’ is a perfect example of varying weights. The bottom of the letter is thinner while the middle has some thickness to it. The top of the letter ‘d’ is a good example of the serif. The fact that the serif is diagonal is a dead giveaway that this is Oldstyle because Oldstyle is made to mimic an old school pen writing the letters

Sans Serif

Now let’s move to the bottom of the image

This font is a Sans Serif font. The same letters from the last example are also what gives this away. The letter ‘s’ has even weight throughout the image. The letter ‘d’ is also completely without a serif. These are both dead giveaways that we’re working with a sans serif font.

Conclusion

McDonald’s has used an Oldstyle and a Sans Serif font in order to contrast one another and create a visually interesting advertisement. We can tell which fonts they are by their weight and serif.