As of 2012, seven McDonald's icons had earned global icon status, according to the code: The Golden Arches (graphic only), Ronald McDonald, the Red Fry Box, the Red Happy Meal box with Yellow Smile, the Happy Meal logo, Ronald McDonald House Charities logo, and the McCafé logo.
"These icons are famous worldwide and are the most powerful and valuable of our visual symbols. It is essential that we protect all of our icons by using them only in their approved and specified forms," the code states.
As a result, McDonald's strictly enforces how "i'm lovin' it" is presented. "McDonald's® i'm lovin' it®" is allowed. "We're lovin' it" or "I'm loving it" are prohibited.
"Genuine and honest, 'i'm lovin' it' is a highly valuable asset that connects our brand to consumers. With its casual grammar, lowercased typography and personal stories, 'i'm lovin' it' is the ultimate consumer response to a McDonald's experience," the code states.