It’s Not Your Eyes: McDonald’s Logo Is Turning Upside Down
Fast-food titan flips its logo across digital channels, even a restaurant sign, in honor of Internationl Women's Day — but there's a twist
“McDonald’s is trying to honor you, Laura Ingraham,” EWTN managing editor and Fox News contributor Raymond Arroyo joked on Wednesday night during “The Ingraham Angle” on Fox News. “Do you feel more empowered?”
“Women are great and they should be protected. Yes, I agree. From the womb to the tomb, [women] should be protected,” host Laura Ingraham noted matter-of-factly. So what’s the issue?
The fast-food giant on Thursday is flipping its logo upside down — from an “M” to a “W” — across all digital channels in honor of International Women’s Day.
That means that packaging, uniforms and even bag stuffers will all be part of the campaign, according to CNBC.
At least one franchisee, Patricia Williams, took the logo flip plan to a whole different level. In her Lynwood, California, restaurant, Williams got started early and with a bang by flipping the store’s enormous iconic Golden Arches sign upside down.
That’s when social media went a little crazy over the whole switcheroo.
When flipped, the Golden Arches become the letter “W,” for “women.” But at least one individual on social media noted that there are, shall we say, alternative interpretations of the inverted version — which, though indeed “womanly,” are probably not what the big restaurant chain intended.
— Andrew Wilkow (@WilkowMajority) March 8, 2018
“In celebration of women everywhere, and for the first time in our brand history, we flipped our iconic arches for International Women’s Day in honor of the extraordinary accomplishments of women everywhere and especially in our restaurants,” said Wendy Lewis, McDonald’s global chief diversity officer, in a statement to Business Insider.
“From restaurant crew and management to our C-suite of senior leadership, women play invaluable roles at all levels, and together with our independent franchise owners, we’re committed to their success,” Lewis added.
Some of the funniest comments on social media recall an episode of the cartoon “SpongeBob SquarePants.” In the episode, the title character acquires Mermaid Man’s magical belt. The belt sports a large letter “M” monogrammed buckle.
As the story goes, SpongeBob gets himself into trouble when he uses the magic belt, right side up, to zap his friends — who then shrink drastically in size. His friend, Patrick, helps save the day by suggesting SpongeBob flip the monogrammed belt buckle upside down, turning it to “Wumbo.”
When turned to “Wumbo,” the friends SpongeBob accidentally miniaturized become huge.
“Wumbo” references to the McDonald’s campaign soon flooded social media — and hilarity ensued.
@McDonalds flipping the arches just reminded me of this
"You've got it set to 'M' for 'Mini', when it should be set to 'W' for 'Wumbo'" pic.twitter.com/qLtRuaikgV
— kristin™ (@kristinmariet_) March 7, 2018
Though some commenters were appreciative of, or at least humored by, the company’s gesture, others took the opportunity to express their dissatisfaction with the company as a whole.
The tweets below reflect some of their concerns.
International Women’s Day has been observed since the early 1900s, according to InternationWomensDay.org. The group describes the event as “a global day celebrating the social, economic, cultural and political achievements of women.”
It is celebrated on March 8.
Yes, in place of paying women fair wages, offering family leave, respecting their union rights or protecting poverty wage working women from sexual harassment @McDonalds is turning their “M” upside down. Women, what would you rather have? #IWD2018. https://t.co/xCpr9u7wgw
— Fight For 15 (@fightfor15) March 8, 2018
— Antonio J Lucio (@ajlucio5) March 8, 2018
as a woman i would just like to say: give me a free egg mcmuffin
— amy brown (@arb) March 8, 2018
#McDonald’s flipping its sign upside down reminds me of that SpongeBob episode where they discuss wumbo.
Patrick: You know Spongebob… I wambo, you wambo, he,she, we wambo! The study of wambology? Come on Spongebob, that's first grade stuff! pic.twitter.com/9uwxSuZRZY
— Emily Saldaña (@EmilySalsa) March 7, 2018
Michele Blood is a Flemington, New Jersey-based freelance writer and regular contributor to LifeZette.