McDonalds has realized that a paradigm shift is going to happen in their company. The Green Movement has many reactions from different stakeholders. However, the article says that McDonald’s should get some credit for trying to be more eco-friendly in the environment.

According to the article, Beeck said that; “With the new appearance, we want to clarify our responsibility and relationship with natural resources,” Beeck said. However, the change of their logo and theme color to green may have negative impacts to the company. One commentator on a German design blog said it was a bad call and might cause the brand to lose its unique identity it’s built up over the years.  The theme color of McDonald is yellow and red as it resembles the ketchup and delicious fries. And changing the theme color to green may affect the brand recognition of the fast food giant. However, in my perspective, McDonalds will not lose its identity and it will in fact be more recognized for its good environmental deeds.

This is not the first time that this fast food giant has gone out of the way to align itself environmentally, it made several attempt by installing electric car chargers in their food outlets and it redesigned the lids of McFlurry in order to save the German “Hedgehogs”. This might be an expensive measure in the short term, however, in the long run, the company will be able to attract more customers and hence generate more revenues.

To read the full article, click on the link below;

http://eurokulture.missouri.edu/mcdonalds-turns-green-in-germany/