For all the ingenuity the Innovation Center has brought to McDonald’s global operation, until now it has never had its own brand logo. O+A graphic designer Paulina McFarland devised a symbol that answered the client’s preference for “a lightbulb,” while suggesting illumination specific to McDonald’s. Surely one of the most remarkable things about this Innovation Center is how successfully, over many years of practice, it has steered creative thinking through the golden arches, how it has made McDonald’s a consistent source of invention and an always relevant leader in its industry.