McDonald's - Around the World from PosterBoy Edit on Vimeo . McDonald's has a strong identity around the world, as shown in this commercial. People in almost every country recognize the name. McDonald's legally protects its name or trademark to ensure consistent communications inside and outside the company, around the world. (See the " Global Logo and Trademark Standards Reference Guide " from 1999.) Why would McDonald's create a reference guide for its logo and trademark standards? How does McDonald's define trademark in the 1999 reference guide? What has changed about its trademark since 1999?