The vivid brand identity of Macdonalds, along with their promotional adverts, and logos, impact on the overall identity of the brand and how it comes across to the public.  The iconic colours of yellow, red and black are bold and eye catching.  Yellow being a warm and high visability colour, red also being a strong eye catching colour.  And black being a sophistiacated colour bringing out the other colours.  As Macdonalds has advanced, its target audience has changed from a younger audience to a more mature audience, due to their change in identification for example their logo changing from being quite animated to more sophisticated, also the way in which the decor of the interior of the stores have changed, into being more refined than initially.  The way in which the advertisments have been presented have also changed having previously been more aimed at children in the way in which they advertised the toy collection in the happy meal, compared to now, the adverts being more family based.  Therefore Macdonalds now being aimed at a wider audience, being as iconic as ever.