Some Arial with your Big Mac?

McDonalds, Strøget, Copenhagen

On my recent 4-day visit to Copenhagen I was strolling down Strøget (the world’s longest pedestrian street) I came across this McDonald’s restaurant. Somehow the typography on the sign looked wrong, it was as if someone got a corrupt PDF file and made the sign in a system font instead of the real one. At the time I wondered if it was Arial. Kai Bernau and Susana Carvalho, my favourite people in the type business, confirmed my suspicions: according to Kai, it boasts (McDonald’s always boasts) “Arial and a straight quote. Classy, but somewhat fitting.” They both agreed Ellen Lupton should know about it, and that she “will get a fit over this” when she does.

Part of McDonald’s “cool redesign” for the European market, this sign comes with Arne Jacobsen (the Swan and Ant chair architect, whose famous SAS hotel building you can actually see from this street) chairs, darker tones and wood “touches” on its interiors — judging from the sign, maybe not in this restaurant. I didn’t go in, I usually demand typography of a better kind with my fast food.


  1. sex pussy wrote:

    wow, awesome blog. Really Great.

  2. Wow, superb blog structure! How lengthy have you ever been blogging for?
    you make blogging glance easy. The total look of your web site is wonderful,
    as neatly as the content!

  3. Really enjoyed this blog post.Thanks Again. Fantastic.

  4. Enjoyed every bit of your blog post.Much thanks again. Awesome.

  5. Troy Hodel wrote:

    This web site is really a walk-through for all of the info you wanted about this and didn’t know who to ask. Glimpse here, and you’ll definitely discover it.

  6. porno wrote:

    Im grateful for the blog. Awesome.

  7. Say, you got a nice article post.Really thank you! Keep writing.

  8. > roast it till it’s charcoal Don’t burn it, just dry

  9. A big thank you for your article. Will read on…

  10. wisxk wrote:

    A big thank you for your blog post.Really thank you! Much obliged.

Leave a Reply