狮动设计用拟人化的鸡头（带厨师帽、圆眼睛、微笑嘴）作为核心视觉符号，既贴合「汉堡+炸鸡」的核心产品，又通过「厨师」形象传递「专业做餐」的信任感。这种「拟人化+产品关联」的设计，比抽象的图形更易引发消费者的情感共鸣，「麦肯其」书法字体： 中文名称采用粗笔书法字体，笔画圆润、结构方正，既有中国传统文化的厚重感，又通过「麦」「肯」「其」的笔画简化，保持了现代感。这种「传统+现代」的字体设计，完美平衡了「本土品牌」与「国际快餐」的调性。整体用极简线条+高饱和颜色，快速传递了「麦肯其卖什么」的信息。「我们做的是适合中国人吃的汉堡」。
Lion Design uses anthropomorphic chicken head (with chef's hat, round eyes and smiling mouth) as the core visual symbol, which not only fits the core product of "hamburger+fried chicken", but also conveys the trust of "professional cooking" through the image of "chef". This design of "personification+product association" is more likely to resonate with consumers' emotions than abstract graphics. "Mackenzie" calligraphy font: the Chinese name is a rough calligraphy font, with rounded strokes and square structure, which not only has the heavy feeling of China traditional culture, but also maintains a modern sense through the simplification.
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