The Art Of Chinese Propaganda/ Posters in Cultural Revolution_Xinyi Mao

In the past five hundred years, Western culture has great influence on the world. Western culture has occupied an important position in world culture. In the past ten years, traditional Chinese culture has once again been valued by people, and various types of “Chinese elements” have been applied to modern graphic design. The design with traditional Chinese cultural elements has a unique charm of oriental culture and is a valuable asset of oriental culture. It can not be replaced by other art elements. It records down the long history of Chinese and spreads it for a long time. At the same time, it has gradually brought about a diversified design trend in international design and has a certain influence. Since ancient times, the West and China have a close relationship in visual culture.


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In 1920, The Russian Constructivists revolutionized the posters by using photo-montage and bold geometric form(Victoria and Albert Museum). This promoted the development and export of poster propaganda in World War I. Soon, this particular way spread around the world . It has affected the development and innovation of published art in many countries and regions. In 1930. China and other places have also been affected by this new style prints(Victoria and Albert Museum).


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In 1949, the Cultural Revolution broke out. This was an important proletarian revolutionary movement lead by the Chairman Mao Zedong in Chinese history (Sayej). The starting point is to against capitalism and to develop China’s own road to building Socialism (Sayej). However, his miscalculation of the political situation of the party and country caused a serious mistake. This revolution has brought important changes to China’s development. It is a memorable memory in Chinese history (Burgess). During the Cultural Revolution, many political thinkers and traditional artists were severely and cruelly criticized and restricted and even imprisoned by the people and the government (BBC Arts). At the same time, the government was trying to unify the people’s minds through new visual cultural communication methods (BBC Arts). One of the most representative of that period was the revolutionary poster propagandas. Propaganda posters belong to the category of posters and originate from posters and advertisements. However, unlike posters, the main purpose of posters is use for commercial, and the propaganda posters are mainly for political services. For example, celebrating worker labor, preaching soldiers, industrial progress, and praising Chairman Mao(BBC Arts). At that time, a large number of posters with Soviet socialist realism illustration style inspired poster propaganda were produced on a large scale. The purpose was for the government to try to sell ideology to the people, thereby indirectly achieving politicized control and silent violence (Sayej). Looking back on the history of the Chinese revolution, the posters played an important role in the revolutionary movement and war. Especially during the Cultural Revolution, the government pushed the production and dissemination of posters to the extreme. The role of publicity is even more irreplaceable. The Cultural Revolution posters recorded people’s profound memories for a period of time.


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Work Cited

Burgess, Anika. “The Art of Chinese Propaganda Posters.” Atlas Obscura, 23 Feb. 2018,

Brown, Evan Nicole. “These Vibrant Posters Track the Rise of China’s Economic Might.” Fast Company, Fast Company, 28 Feb. 2020,

“V&A · A Short History of the Poster.” Victoria and Albert Museum,

Sayej, Nadja. “The Sleeping Giant: How Chinese Posters Pushed Products and Propaganda.” The Guardian, Guardian News and Media, 26 Feb. 2020,

“Seeing Red: The Propaganda Art of China’s Cultural Revolution.” BBC Arts, BBC,

“红色宣传画,一代人的记忆!.” 1 Aug. 2017,



Brief Talk about Evolution of McDonald’s Logo Over Time

Brief Talk about Evolution of McDonald’s Logo Over Time

By Xinyi Mao (3166819)


McDonald ’s is one of the most famous and valuable fast-food restaurant brands in the world (Hess). It has huge market potential in the restaurant industry, and it also has a huge influence in the world. McDonald’s was founded in 1940 as a formal restaurant operated by brothers, Richard and Maurice McDonald, in San Bernardino, United States (Inkbot Design). Its distinctive logo has become one of the most representative designs in graphic design today, famously known as the Golden Arches.

1948: Speedee Service Logo






In 1948, brothers Richard and Maurice McDonald designed their first iconic symbol (Sagar).  A happy winking chef in the logo is holding a sign of special dishes, and he seemed walk fast. The logo looks vivid, representative and promotional. The purpose is to promote the meal and to introduce their ‘fast’ service principle. In addition, the font of the logo is a handwritten sans-serif. Unfortunately, another colour did not consider into the design of this period. The logo was limited to a circular frame, but there is a little occlusion relation between the title and frame, showing a little hierarchy.

1952- 1961: Golden Arches






In 1952, the first iteration of Golden Arches logo was designed by Jim Schindler (Sagar). Inspired by the iconic arches of McDonald’s newly-constructed architecture of the first franchised restaurant. However, the two arches was mistakenly regarded as an uppercase ‘M’ from a certain angle. Jim Schindler added an interlocked arch to represent the roof of the restaurant. The golden arches symbolize a hope of their flourish business (Sagar). The second logos are still in a frame. Compared to the first version, this one has more balance, showing a symmetrical style. Text and illustration have aligned. Moreover, there are more attractive colour added. The layout is no longer crowded, leaving more space in between. Typeface also changed to digital sans serif font.


1962: Further Iterations






The designer tried to incorporated all previous iterations into one illustration. Its purpose is to reflect the expansion of the interstate highway system and America’s burgeoning car culture (Sagar). The entire logo is reflected in  asymmetrical. There are alignments, such as the characters’ fingers aligned with the feet of golden arches. Moreover, there is also the concept of visual hierarchy in the character depicting. For example, the left foot is in the front of the right foot. Cleverly, the logo uses a good negative and positive space, such as the white space between and around, it helps create a shape and highlight the important components of the design. In the choice of colour, blue is removed, and yellow and red are retained.


2003: I’m Lovin’ It






The most successful and interesting logos was designed by Heve & Partner GmbH in 2003 (Sagar). It retains the yellow golden arches, removes unnecessary elements over the years, turning into a simple and neatly style (Darwin). And have strong characteristics and representativeness so that customers can remember. The golden arches are morphologically emphasized. Alignment plays in the logo, and creates a visual connection with the design elements, and gives an order to shapes and texts. The logo is still symmetrical, with a clear balance. There is a strong contrast in colour, only yellow and black are retained. A visual hierarchy is formed, what I find interesting is when three-dimensional effect is built in the logo, and using smaller text fonts to highlight and contrast the golden arches logo. On typeface, they used digital sans-serif.






Work Cited

Darwin, Charles, et al. “McDonald’s Iconic Logo – The Story Of Its Evolution.” Designhill, 23 Nov. 2019,

Hess, Alan. “The Origins of McDonalds Golden Arches.” Journal of the Society of Architectural Historians, vol. 45, no. 1, 1986, pp. 60–67., doi:10.2307/990129.

Inkbot Design. “History Of The McDonald’s Logo Design.” Medium, Medium, 12 Apr. 2018,

Sagar, Julia. “The Story behind the McDonald’s Logo.” Creative Bloq, Creative Bloq, 19 Nov. 2013,