This article was written a while ago but I found it very interesting because it deals with changing in the brand elements of one of the most powerful brand in the world. By turning the red logo into green McDonald's took a risk. It is always crucial when a company changes its brand element because the customers might not like the change and not buy the product or the service again. In this case the change was only in Europe not in the USA. It's also interesting to say that in the USA McDonald's has a bad image as a fast-food whereas in Europe the image is good and people go with their family their. The firm from Oak Brook explains this change by the will of "clarifying our responsibility for the preservation of natural resources. In the future we will put an even larger focus on that," Hoger Beek, vice chairman of McDonald's Germany.
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