Louis Cheskin facts
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In the 1960's McDonald's was prepared to abandon its logo of the golden arches of the letter M, but psychologist Louis Cheskin successfully urged the company to maintain this branding because of their "Freudian symbolism of a pair of nourishing breasts."
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In the 1960's McDonald's was prepared to abandon the golden arches, but Louis Cheskin, the design consultant and psychologist, urged the company to maintain this branding with its Freudian symbolism of a pair of nourishing breasts.
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In the late 60's McDonald's hired design consultant and psychologist Louis Cheskin to help redesign their famous logo. Instead he argued the arches should stay because they symbolized a pair of nourishing breasts and induced hunger
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Ray Croc was about to scrap The Golden Arches logo until Louis Cheskin, a designer hired by McDonalds who studied Freud, told Kroc that the Arches resembled female breasts from afar, which would positively impact customers.
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When McDonald's was considering removing its logo of golden arches, a psychologist Louis Cheskin convinced them to keep them because they represented a mother's nourishing breasts. This was because the arches were a Freudian symbol in the subconscious minds of customers.
