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    In-depth stories on social media analytics and consumer trends

The Arches and Beyond

What social media tells us about consumer response to McDonald’s signature look

Spotted from afar while driving on a highway or walking the city streets, or printed on clothing, the golden arches can only mean one thing: McDonald’s. McDonald’s golden arches are universally recognized, yet with the small-town familiarity of a hometown diner.

Golden Arches the savior of tourists world wide. French fries enter me now

— Daniel Chong (@danielchg) October 21, 2015

 

Over the course of McDonald’s history, the iconic symbol has been tweaked—originally designed with two arches on either side of the building, the symbol did not form an “M.” However, since adopting the double golden arches, the design changes are much smaller—adjustments to height, thickness, and shading.

We looked at the conversation on social media to assess the power of imagery—what people think about when someone says “golden arches,” consumer sentiment about golden arches, and the most common topics in the discussion.

The other golden arches

When people say “golden arches” or “double arches,”  there are a few things it can mean: McDonald’s, architecture, rock formations, and geology.

 

McDonald’s

“Golden arches” has become synonymous with McDonald’s and is used as a friendly nickname.

Them Golden Arches were calling on this Rainy Fry-Day, don't mind if we do 🍟🍟🍟

A post shared by What's Good? (@whatsgood_sunshinecoast) on Jul 6, 2017 at 8:36pm PDT

A trip to the Golden Arches for breakfast. #eatingfortheinsta #foodie #eatthis #yumm #tbt #sausage #egg #infatuation #breakfast #mcdonalds #onemorebite #alreadyeaten #instagood #foodporn #mypalate #putaforkinit #eatrealfood #fastfood #musthave #thursday #coffee #goodeats #eatthis

A post shared by @putaforkinit_ on Jun 8, 2017 at 5:29am PDT

Architecture

A design element, many buildings feature arches. Arches can be found in many different places. A fairly common term, people take pictures of arches in everyday structures like tunnels and share them on social media.

Good morning @jjphiladelphia! Happy Thursday! As we continue to dig out up north ☃, glad to see the sunshine made a return to the city! Thank you @wild_yams for this creative shot! Love the frame! A much better looking Golden Arches if you ask me! 😉 Head on over to Chris's gallery and show some love! And please keep tagging your pics #jj_philadelphia to be featured! Thanks for playing along, @3snowflakes ❄️❄️❄️➕❄️ #sunrise_sunsets_aroundworld #sunrise #skyporn #goldenhour #arches #phillygram #phillyscape #onthehorizon #goodmorningpost #urbex #rooftop #jj_anarchy #jj_streetshots

A post shared by JJ_philadelphia (@jjphiladelphia) on Mar 16, 2017 at 4:17am PDT

Golden Arches #nyc #chelsea #newyork #newyorkcity #newyorkcitylife #street #streets #urban #streetphotography #colour #living #raw #concretejungle #thebigapple #architecture

A post shared by Shaun Ford (@shaunaustinford) on Jun 29, 2017 at 8:20pm PDT

Rock formations

In large national parks, unique rock formations can be arch-shaped. In Utah, Arches National Park draws plenty of Instagrammers.

Double Arches all the way🌈⛰ . . . . #arches #doublearch #moab #utah #UT #travel #travelgram #wander #wanderlust #tourist #travelphotography #nature #naturewalk #archesnationalpark #naturegram #naturelovers #nationalpark #earth #fourthofjuly #independenceday #4thofjuly

A post shared by Hannah G (@hannahgittles) on Jul 4, 2017 at 4:53pm PDT

Geology

Similar to rock formations, people share photos of landscapes featuring arches.

Hiking Beauty – nature's golden arches #utah #brycecanyon #nationalpark #southwest #usa #outdoorphotography #outdoors #color #naturephotography #nature #naturalcolor #hiking #hikingadventures #light #orange #travelphotography #camping #igtravel #travelpics #wanderlust #adventure #nationalparksmagazine

A post shared by @trvljunky on Jun 17, 2017 at 3:42am PDT

Regional Differences

In certain locations, McDonald’s arches are a different color. In Sedona, Arizona, the arches are turquoise so that it stands out from the desert background.

⚠️⚠️⚠️ hello from the only mcdonald's in the world without golden arches + god bless sedona's strict city codes #holygrail #beauty #mcdonalds #arizona #inlove 📸:@clammacleod

A post shared by Katie Nanton (@katienanton) on Sep 28, 2017 at 8:08pm PDT

 

In text, golden arches overwhelmingly refers to McDonald’s, which dominates 87 percent of the golden arches discussion. At 9 percent share of voice, golden arches also refer to churches.

When people discuss the golden arches, the conversation is generally positive. Joy is the most prominent emotion, with 50 percent share of voice. Joy rose significantly from 2016 to 2017, rising from 43 percent share of voice to 66 percent share of voice, when a comical Tumblr post was widely shared.

McDesign

There are two main components of McDonald’s design: the red and yellow colors and the golden arches. Golden arches has a larger share of voice than color, with 58 percent share of voice.

Conclusion

The double golden arches are McDonald’s trademark. By looking at social media analysis, we are able to learn that there is more than meets the eye.

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Crimson Hexagon

What is “The Crimson Hexagon”?

Our company’s name derives from the “Crimson Hexagon” described in Jorge Luis Borges’ short story, The Library of Babel, which was published in Spanish in 1941 in his collection, The Garden of Forking Paths.

The narrator in Borges’s story describes a library of astronomical size comprised of almost infinite adjacent hexagonal-shaped rooms that collectively contain every possible combination of just 25 characters, a period, and a comma.

Though most of the books are gibberish, the library also contains every valuable book every written and that might ever be written.

Similarly, our Crimson Hexagon software platform finds meaning in a seemingly endless volume of unstructured text and images.

Given our name, it flows naturally that the color crimson is central to our identity.

Interestingly, our founder, Gary King, is a world-renowned social scientist and professor at Harvard University, which is another world-leading institution that also is known not only for the color crimson, but also for helping inquiring minds find meaning.

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