{"id":61082,"date":"2022-06-16T16:34:34","date_gmt":"2022-06-16T14:34:34","guid":{"rendered":"https:\/\/www.grapheine.com\/graphic-design-en\/mc-donalds-change-de-nom-logo-russie"},"modified":"2022-12-12T12:08:02","modified_gmt":"2022-12-12T11:08:02","slug":"mc-donalds-change-de-nom-logo-russie","status":"publish","type":"post","link":"https:\/\/www.grapheine.com\/en\/logo-news\/mc-donalds-change-de-nom-logo-russie","title":{"rendered":"McDonalds change de nom et de logo en Russie"},"content":{"rendered":"<p>Suite \u00e0 l'invasion et la guerre en Ukraine, <strong>McDonald's<\/strong> s'est retir\u00e9 du territoire Russe. Ses 850 restaurants seront peu \u00e0 peu repris par un millionnaire -d\u00e9j\u00e0 propri\u00e9taire de plusieurs licences- qui proposeront d\u00e9sormais \u00e0 peu de chose pr\u00e8s les m\u00eames menus, sous <strong>un nouveau nom et un nouveau logo \u00e0 la sauce russe<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-61065\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/nouveau-logo-mc-donalds-russie.jpg\" alt=\"nouveau-logo-mc-donalds-russie\" width=\"1950\" height=\"612\" srcset=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/nouveau-logo-mc-donalds-russie.jpg 1950w, https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/nouveau-logo-mc-donalds-russie-800x251.jpg 800w, https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/nouveau-logo-mc-donalds-russie-768x241.jpg 768w\" sizes=\"auto, (max-width: 1950px) 100vw, 1950px\" \/><\/p>\n<h2>McDonald's, symbole de l'ouverture de la Russie<\/h2>\n<p>L'arriv\u00e9e puis le retrait de <strong>McDonald's en Russie<\/strong> sont le miroir des relations internationales entre deux id\u00e9ologies. Symbole par excellence du capitalisme am\u00e9ricain, la maison du Big Mac s'installe pour la premi\u00e8re fois en Union sovi\u00e9tique en 1990, juste apr\u00e8s la fin de la Guerre froide et avant l'implosion de l'URSS, peu apr\u00e8s l'arriv\u00e9e de Coca-Cola. Pour marquer cette nouvelle entente entre deux empires autrefois ennemis, le <strong>McDonald's de Moscou<\/strong> sera alors le plus grand du monde. Les menus sont produits \u00e0 partir d'ingr\u00e9dients fabriqu\u00e9s sur place et font tourner l'\u00e9conomie locale.<\/p>\n<p><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?height=420&amp;href=https%3A%2F%2Fwww.facebook.com%2FIna.fr%2Fvideos%2F255984049259534%2F&amp;show_text=false&amp;width=560&amp;t=0\" width=\"800px\" height=\"640px\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\nDe nombreuses multinationales occidentales mondialis\u00e9es emboitent ensuite le pas au g\u00e9ant du burger en ouvrant elles aussi leurs portes en Russie : Starbucks, Pizza Hut, KFC, Zara... 32 ans plus tard, suite \u00e0 la guerre contre l'Ukraine, la plupart de ces enseignes ferment leurs portes puis quittent le territoire.<\/p>\n<h2>Ronald ou Uncle Vanya ?<\/h2>\n<p>En mai 2022, apr\u00e8s 3 mois de fermeture temporaire, <strong>McDonald's d\u00e9cide de fermer d\u00e9finitivement ses 850 restaurants<\/strong>, en tirant ainsi un trait sur presque 10% de son chiffre d'affaires mondial. Quelques jours apr\u00e8s l'annonce de la fermeture temporaire, <a href=\"https:\/\/twitter.com\/JoshGerben\/status\/1504082125968007174\/photo\/1\" target=\"_blank\" rel=\"noopener\">Josh Gerben<\/a> remarque qu'un homme d'affaires vient de d\u00e9poser un logo pour un fast-food local encore inexistant, \"Uncle Vanya\", se contentant de tourner l'arche M \u00e0 90\u00b0 en un B jaune sur fond rouge (lettre V en alphabet cyrillique, pour Vanya). Le gouvernement russe n'a pas r\u00e9prim\u00e9, mais a port\u00e9 son soutien \u00e0 ce genre d'initiatives en publiant <strong>un d\u00e9cret permettant aux r\u00e9sidents ou entreprises russes d'utiliser sans cons\u00e9quences des brevets et marques d\u00e9pos\u00e9es de \"pays hostiles \u00e0 la Russie\"<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-61067\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/uncle-vanya.jpg\" alt=\"uncle-vanya-logo-copie-mc-donalds\" width=\"1200\" height=\"675\" srcset=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/uncle-vanya.jpg 1200w, https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/uncle-vanya-800x450.jpg 800w, https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/uncle-vanya-768x432.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h2>Un nouveau logo pour un nouveau McDo russe<\/h2>\n<p>Le <strong>nouveau McDonald's russe<\/strong>, qui n'a finalement ni le droit d'en utiliser le nom ni les couleurs, s'appelle \"<a href=\"https:\/\/fr.wikipedia.org\/wiki\/Vkousno_i_totchka\">Vkusno i tochka<\/a>\" ; \"D\u00e9licieux, point\". Comme lors de la premi\u00e8re ouverture en 1990, les Moscovites ont fait la queue pour d\u00e9guster ces burgers, d\u00e9sormais \"pareils, mais diff\u00e9rents\" afin que les clients \"ne remarquent aucune diff\u00e9rence ni en mati\u00e8re d'ambiance ni en mati\u00e8re de go\u00fbt\" comme le souhaite le nouveau directeur local.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-61069\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/Vkusno__tochka_logo-mc-donalds.jpg\" alt=\"Vkusno_tochka_nouveau-logo-mc-donalds-russie\" width=\"1285\" height=\"791\" srcset=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/Vkusno__tochka_logo-mc-donalds.jpg 1285w, https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/Vkusno__tochka_logo-mc-donalds-800x492.jpg 800w, https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/Vkusno__tochka_logo-mc-donalds-768x473.jpg 768w, https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/Vkusno__tochka_logo-mc-donalds-300x184.jpg 300w\" sizes=\"auto, (max-width: 1285px) 100vw, 1285px\" \/><\/p>\n<p>Au premier abord, on pourrait percevoir une silhouette de lettre M, une seconde lecture pourrait laisser supposer que l'on a affaire \u00e0 deux frites et une goutte de ketchup.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-61078\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/mc-do-russia-Vkusno-I-Tochka-symbol-800x495.jpg\" alt=\"mc-do-russia-Vkusno-I-Tochka-symbol_branding\" width=\"800\" height=\"495\" srcset=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/mc-do-russia-Vkusno-I-Tochka-symbol-800x495.jpg 800w, https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/mc-do-russia-Vkusno-I-Tochka-symbol-768x475.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Si les salari\u00e9s et la cha\u00eene de distribution continuent de servir les m\u00eames burgers ou presque, ce sera <strong>sans les couleurs d'origines ni le Big Mac<\/strong>, dont la recette est d\u00e9pos\u00e9e, et qui ont finalement \u00e9t\u00e9 prot\u00e9g\u00e9s. Le nouveau slogan du Mc Donald's russe annonce que \"le nom change, mais l'amour reste\". Adieu jaune, rouge et grande arche en m, bonjour packaging blanc. Ketchup (burger ?), frites, frites, le logo a tout l'air d'un logo du Bauhaus, remani\u00e9 \u00e0 partir de la <a href=\"https:\/\/www.thefoundrytypes.com\/fonts\/1856\/\" target=\"_blank\" rel=\"noopener\">typo Archetype de Josef Albers<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"attachment-full size-full\" src=\"https:\/\/www.thefoundrytypes.com\/wp-content\/uploads\/2020\/08\/Albers_char.jpg\" sizes=\"auto, 100vw\" srcset=\"https:\/\/www.thefoundrytypes.com\/wp-content\/uploads\/2020\/08\/Albers_char.jpg 774w, https:\/\/www.thefoundrytypes.com\/wp-content\/uploads\/2020\/08\/Albers_char-300x194.jpg 300w, https:\/\/www.thefoundrytypes.com\/wp-content\/uploads\/2020\/08\/Albers_char-768x496.jpg 768w, https:\/\/www.thefoundrytypes.com\/wp-content\/uploads\/2020\/08\/Albers_char-600x388.jpg 600w\" alt=\"Josef Albers design for a \u201cUniversal Typeface\u201d 1926\" width=\"774\" height=\"500\" \/><span style=\"font-size: 12px;\">Recherches pour une \"typographie universelle\" par Albers, 1926<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-61074\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/Vkusno__tochka_signaletique-800x495.jpg\" alt=\"\" width=\"800\" height=\"495\" srcset=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/Vkusno__tochka_signaletique-800x495.jpg 800w, https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/Vkusno__tochka_signaletique-768x475.jpg 768w, https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/Vkusno__tochka_signaletique.jpg 1746w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>On notera l'utilisation astucieuse du \"<strong>hamburger menu<\/strong>\" sur la version mobile de leur site web. L'ic\u00f4ne habituelle \u00e9tant d\u00e9tourn\u00e9e pour se transformer en 3 petites frites, dont une avec une goutte de ketchup !<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-61076\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/hamburger-menu-800x495.jpg\" alt=\"\" width=\"800\" height=\"495\" srcset=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/hamburger-menu-800x495.jpg 800w, https:\/\/www.grapheine.com\/wp-content\/uploads\/2022\/06\/hamburger-menu-768x475.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Sur les bo\u00eetes de sauces, <strong>le logo McDonald's est tout simplement censur\u00e9 au feutre noir<\/strong>. Comme quoi, on ne peut pas tout copier !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Suite \u00e0 l&#8217;invasion et la guerre en Ukraine, McDonald&#8217;s s&#8217;est retir\u00e9 de Russie. Ses 850 restaurants seront peu \u00e0 peu repris par un millionnaire et proposeront les m\u00eames menus, sous un nouveau nom et un nouveau logo \u00e0 la sauce russe.<\/p>\n","protected":false},"author":45,"featured_media":61079,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","filesize_raw":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1681],"tags":[759,10427,10428,9673,9675],"class_list":["post-61082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-logo-news","tag-fast-food-en","tag-hamburger-en","tag-mac-donalds-en","tag-mc-do-en","tag-mcdonalds-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v25.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>McDonalds change de nom et de logo en Russie - Graph\u00e9ine<\/title>\n<meta name=\"description\" content=\"Suite \u00e0 l&#039;invasion et la guerre en Ukraine, McDonald&#039;s s&#039;est retir\u00e9 de Russie. 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