What is brand/anti-brand?
Branding is something that is engraved into us, often subconsciously, through different senses and means. Larger corporate businesses use branding as a way to give a sense of security with its buyer encouraging the transition from older product to new. The brand of tea, Tetley, a product which would be new to me, may not be the same type of tea leaf that appeared in my parents cupboard however thanks to exposure to this brand's marketing during my upbringing I feel more confident in trying the newer product.
With the rise of big business and the assertion of dominance by multinational corporations the uprise of anti-brand began. Larger companies found it easy to exploit the public in using unfair and aggressive business practices for unneeded gain, thus it became more popular to not appear so multinational in order to please more locally and appear more ethical. Companies can enjoy better customer loyalty and more positive media coverage if they do not appear to be a port of the practical financial oligarchy that is the 'Global 500'.
Anti-brand logo
McDonalds has always been the first to an idea, whether it be the kids meal, the first 'healthy' option. They are also not very well liked, and with good reason; Marketed at children as a 'happy meal', McDonalds meals are neither a healthy option nor entirely ethical.
Historically Mcdonalds have always had the mass production ethic in mind. Each branch has a uniform order of function and aesthetic. The use of genetically mutated potatoes and processed frozen beef creates consistent flavour and a uniform taste for the brand throughout all parts of the world. Homogenising products and appearances gives a sense of familiarity to the chain.
Ironically as McDonalds grew as a business they decided to give back to the community in forms of children's hospitals, despite the fact that their brand contributes to heart disease, obesity and asthma among other things in customers.
There was some controversy surrounding McDonalds using false beef trimmings and ammonia in their meat, this looked like pink goop and was added to the meat used in their burger patty production. This caused great backlash for the business and I decided to create an anti-brand logo based on this.
