Ronald McDonald House Charities undergoes brand revamp

Ronald McDonald House Charities has undergone a brand restructure that has seen nine different logos consolidated into one as the charity looks to refocus a “higgledy-piggledy” approach to brand communication.

The brand overhaul has seen the seriously ill children’s charity ditch eight logos, many of which were created locally, and opt for the masterbrand logo – which features the famous Ronald McDonald clown holding hands with a child.

RMHC runs 13 houses for sick children and their families in Australia, which are run by 13 different boards and 130 board directors. This made the rebrand a difficult – and political – process, said Malcolm Coutts, CEO of Ronald McDonald House Charities, who is also VP of McDonald’s Australia.

“There wasn’t a shared understanding of what the organisation stood for. There was too much self-expression and not enough brand expression. It was a mess,” he said.