Inside the new visual identity being served up at McDonald's

For the everyday consumer, the name McDonald’s might summon a handful of singular images: the Golden Arches, a Big Mac, a red container of fries, Ronald McDonald. But just two years ago, if you surveyed the company's advertising around the world, you’d find a completely different picture: jumbled messages comprising a mish-mash of fonts, a color palette pulled from the entire rainbow and an assortment of logos.That’s the problem McDonald’s set out to correct last year wit