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McDonald's almost overhauled its packaging and signage back in 1973.

McDonald’s rejected designs from the ’70s could have completely changed the way the fast-food chain looks today

Employees at Rochester Institute of Technology's Vignelli Center for Design Studies found prototypes from a 1973 pitch to overhaul McDonald's image.

Kate Spade’s real name was never Kate Spade

Kate Spade's real name was never legally changed to Kate Spade after she married Andy Spade. In fact, her legal name was Katherine Noel Frances Valentine Brosnahan.

Chipotle’s new CEO lays out his plan to turn around the embattled burrito chain

Chipotle's new CEO pushes to improve branding, digital experience and customer access. Expect shorter average wait times under his leadership.

Here’s which brands get the most and least respect

People admire brands like Tropicana and Campbells. They detest brands like BP and Marlboro.

AOL’s identity crisis: The company may ditch the ‘AOL’ brand

AOL chief marketing officer Allie Kline talks about the company's need for a rebrand

The countries with the world’s best digital brands

The Index measures nations in five dimensions: tourism, talent, exports, investment, and national prominence.

McDonald’s franchisees say the brand is in a ‘deep depression’ and ‘facing its final days’

McDonald's franchisees say the fast-food chain's turnaround plan is failing.