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1、®GlobalLogoandTrademarkStandardsReferenceGuide©1999McDonald’sCorporationCONFIDENTIAL&PROPRIETARYINFORMATIONThismanualistheexclusivepropertyofMcDonald’sCorporationandhasbeenpreparedexclusivelybyMcDonald’sforexclusiveuseofdesignatedMcDonald’srecipientsthatareemployees,licenseesandagencieso
2、fMcDonald’sCorporation.Anyunauthorizeduseorcopyingofthismaterialmayleadtocivilorcriminalprosecution.ThefollowingtrademarksusedhereinareownedbyMcDonald’sCorporationandaffiliates:CorporateLogo,InternationalLogo,GlobalGraphicsLogo,RonaldMcDonaldLogo,SportsArchLogo,Drive-ThruLogo,GoldenArche
3、sLogo,RoadSignLogo,RonaldMcDonaldHouseCharitiesLogo,PlayPlaceLogoandHappyMealBoxLogo.©1999McDonald’sCorporationGlobalLogoandTrademarkStandardsReferenceGuide.COVERLETTERDearMcDonald’sTeamMember,AsMcDonald’spresencecontinuestoexpandthroughouttheworld,itisessentialtouseourlogosproperlytomai
4、ntainaconsistencyinourvisualmessagesofourcoreequities.Indoingthis,wewillsupportandstrengthenourbrandidentityaroundtheglobe.InthisGlobalLogoandTrademarkStandardsReferenceGuide,youwillfindtheanswerstoyourquestionsabouttheproperusageofMcDonald’smosthighlyrecognizablelogos.PleaserefertotheTa
5、bleofContentstofindwhichpagesarededicatedtoeachsection.WehopethisinformationwillhelpguideyoutosuccessfullybuildtheMcDonald’sbrandinyourlocalmarket.Weallhavearesponsibilitytobuildandprotectourlogos,whichhavebecomethemostrecognizedanddistinctiveintheworld.ThisCD-ROMcontainsthefollowing:•Ad
6、obeAcrobatReader3.0™fileoftheGlobalLogoandTrademarkStandardsReferenceGuide•EPSgraphicfiles—highqualityfilesforproductionpurposes—ofalllogosfoundintheGuide•WMFgraphicfilesofthesamelogosthatcanbeinsertedintoanyMicrosoftsoftwareapplicationsTheEPSandWMFgraphicfilesofallthelogosfoundintheGuid
7、earelocatedontheCD-ROM.YoumusthaveQuarkXPress™,AdobeIllustrator™orPhotoshop™orCorelDraw™softwaretoaccessandusetheEPSfiles.Forthosewhodonothavethesesoftwarepackages,thesamegraphicfilesarealsosavedasWMFfiles,whichcanbeaccessedbyusinganyMicrosoftsoftware.Separatefoldershaveb
