-Crime is identity? Positively, his past is what made him who he is
-Police/military style typewriting font
-dramatic lighting, seriousness,
-Hints at crime
-Split in half, could mean he is separate from his past
-"I am" strong statement, free from judgement
- "what I am" closed mindset, links to police mindset?
-most of logo is obscured, only middle of archway is visible, meaning McDonald is highly established
-The two brand colours, a very important part of brand identity
-"next exit" sans serif, modern, easy going font, no capital letters
-Assuming you want to go to McDonald, 'funny' in a way
-archway looks like a fork in the road (don't know driving terms)
-Instructing drivers to go to their store
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