Guide to the A. Bernie Wood Papers
NMAH.AC.0962

Administrative Information

Repository Information

Archives Center, National Museum of American History, 2009

P.O. Box 37012
 Suite 1100, MRC 601
 Washington, D.C., 20013-7012
 Phone: 202-633-3270
 archivescenter@si.edu

http://amhistory.si.edu/archives/

Conditions Governing Access note

The collection is open for research use.

Conditions Governing Use note

Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Immediate Source of Acquisition note

The collection was donated by Rayne Ann Wood, daughter of A. Bernie Wood, on February 25, 2007.

Processing Information note

Processed by Alison L. Oswald, archivist, 2008.

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Summary Information

Repository
Archives Center, National Museum of American History
Creator - (creator).
Wood, Arthur Bernie, (1921-1986)
Title
A. Bernie Wood Papers
ID
NMAH.AC.0962
Date [bulk]
bulk 1960-1969
Date [inclusive]
1942-2001
Extent
10.00 Cubic feet; 27 boxes, 2 oversize folders
Language
English
Language of Materials note
Some materials in Japanese and Spanish.
Abstract
A. (Arthur) Bernie Wood (1921-1986) was an advertising designer, consultant, and inventor actively involved in the development of the restaurant franchise industry in America during the 1960s and 1970s. Particularly notable is his work with marketing, promotion, and merchandising for the McDonald’s Corporation during its formative years.

Preferred Citation note

A. Bernie Wood papers, Archives Center, National Museum of American History, Smithsonian Institution.

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Biographical/Historical note

Arthur Bernie Wood (1921-1986) was born in Council Grove, Kansas. Wood graduated from Central High School in Kansas City, Missouri, in 1939 and subsequently attended several junior colleges and business and trade schools. Wood held a variety of positions in typesetting and lithographic services from 1940 until military service in the United States Navy (1942-1945). In the Navy, Wood served as a Laboratory Technician, 1st Class Photographic Specialist at the Naval Air Station, Glenview, Illinois. While in the Navy, Wood produced patentable material for a photo-litho process for instant printing techniques through photosynthesis. After being discharged from the Navy, Wood worked for an art studio that serviced advertising agencies. This work involved reproduction art, direct mailing services, mail order books, and newspaper art for Marshall Field's. From 1958 to 1960, Wood established the A. Bernie Wood Studio in Chicago to provide finished photographic art for leading advertising and print publications and television.

In 1961, Wood founded Admart, Inc., Advertising. As the president and creative director of Admart, he created, promoted, and merchandised the new fast-food corporate image of McDonald's Carry-Out Restaurants. While working for McDonald's, Wood designed interior food service floor plans, a logotype, direct mailing materials, posters, newspaper mat campaigns, and radio taped productions (1963-1964). Wood obtained several patents--beverage cup holder (1964), candy box (1967), finger-grip food product containers (1967), and a refreshment tray-forming template (1964) and trademarks--"Chick'n-2-Go" (1968);"NEATRAE" (1967); and "Ma and Pa's Country Candy Store" (1966). Wood, and Donald Conley formed Neat Containers Associates to promote the use of "Neatrae" and license it.

In 1965, Wood founded a franchise business called Ma and Pa's Country Candy Stores in Arlington Heights, Illinois, which he owned and operated with his wife Marilyn until 1972. They also owned another unit in Long Grove, Illinois. As the director and co-founder of this franchise, Wood was responsible for creating names, trademarks, copyrights, and image materials. He sold franchise rights to others, and there were other Ma and Pa's Country Candy Stores located in the United States, especially in St. Louis. He also designed store interiors and exteriors for other clients and supervised construction. From 1964 to 1965, Wood was a freelance designer and consultant on design, marketing, and franchising issues for restaurants and drive-ins. Other corporate images designed by Wood include: Prince Castle, Neba Roast Beef, and Friar Fish's Fish and Chips. Wood expressed his goal to design an image/logo as one "that would be recognized and one that would relate to products, packaging, properties, people, procedures and promotion. Put together, these elements communicated and coordinated the corporate image."

Wood also developed the concept Dial "All Wood," the use of a memorable association of letters rather than phone numbers (255-9663) and requesting specific phone numbers from the local Illinois Bell Telephone.

Wood married Marilyn Dewar (1923-1981) on May 27, 1942, in Kansas City, Missouri. They had five children: Ronald W.; Rhonda C.; Randall S.; Rayne Ann; and Rodger L.

Wood died on April 5, 1986.

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Scope and Contents note

The collection documents the post-war development of the franchise business system from an insider's view. Wood participated in almost all aspects of franchising activities from design to ownership. The materials consist of a wide variety of corporate identity elements--primarily visual--developed by Wood under contract to various corporations in the food service industry. Wood delivered his services in design concepts and graphics for advertisers and industrial firms using photo graphics and lithographic media.

The collection is divided into seven series: Series 1: Personal Materials, 1942-1986, undated; Series 2: Business Materials, 1959-2001, undated; Series 3: McDonald's Corporation, 1960-1985; Series 4: Client Files, 1958-1984; Series 5: Patent and Trademark Materials, 1962-1976; Series 6: Photographs, Slides and Negatives, 1963-1975, undated; and Series 7: Audio and Moving Image Materials, 1963, 1964, 1968.

Series 1: Personal Materials, 1942-1986, undated, contains resumes and business cards, an obituary and in memoriam pamphlets, the Central High School Reunion Yearbook (1977), a self-portrait, and other miscellaneous materials. The resumes and business cards provide a good overview of Wood's career. The correspondence, 1942-1945, 1972, consists of a letter of recommendation for Wood and Naval Air Reserve Training Command letters detailing Wood's work for the Photographic and Printing Department and his submission to the United States Navy's "Beneficial Suggestion Plan" of an invention for controlling the lens aperture of a camera process. Wood's idea was filed on July 29, 1946 (US Patent Serial No., 686, 833), but it is unclear whether this invention was pursued by the United States Navy. The self-portrait of Wood is black crayon on mat board depicting Wood in his naval uniform, circa 1940s. An oversize black-and-white photograph of Wood can be found in box 23. Other miscellaneous materials include a Frank Lloyd Wright Day proclamation and invitation, October 1956; an article, photograph and campaign button related to Alf Landon, Governor of Kansas from 1933-1937 and 1936 GOP candidate for United States President; a voter registration card; American Academy of Art School brochures and photocopies of the "two fisted double barreled Mickey Mouse Horse" named Cynthia drawn by Wood.

Series 2: Business Materials, 1959-2001, undated, is divided into three subseries: Subseries 1, Franchise information, 1961-2001; Subseries 2, Design work, undated; and Subseries 3, Reference materials, 1959-1972. This series deals primarily with documentation on the topic of franchising and activities related to Wood's own business, Admart, Inc., and other business interests. Wood's own franchise, Ma and Pa's Country Candy Store, is represented here. Photographs related to Ma and Pa's Country Candy Store is in Series 6, Photographs, Slides and Negatives, 1963-1968.

Subseries 1: Franchise information, 1961-2001, includes examples of letterhead used by Wood for business purposes, specifically Admart, Inc., Advertising, and correspondence, awards, and general franchise information. The correspondence is sparse and the three letters relate to the topic of franchising and one for shares owned by Wood in the American Flavor Corporation. The annual report planning chart is a generic chart detailing the concept (ideas/direction), planning (copy and design layout), writing (art), and production (printing /distribution) of an annual report with an established time frame. The award given to Wood is from Food Services Executives Association and Paper Cup and Container Institute. It was given for, "outstanding use of imprinting on paper cups or food containers in the promotion of specialties of the house." The International Design Conference (Aspen) (IDCA) materials in this series consist of printed emails from 2001 determining whether or not Wood was a 1959 participant of IDCA. See Series 6 for photographs of the IDCA from 1964. The International Franchise Association, Inc., materials include a program for the February 1962 meeting and other printed materials Wood designated as part of the International Franchise Association file. The Food Facilities Engineering Society meeting of May 1965 includes personal notes taken by Wood at the meeting and the Food Facilities Engineering Society News, 1965 and the National Restaurant Association Take-Out technical bulletin, undated. Of note is a photocopied example of a one page, annotated Colonel Sanders Kentucky Fried Chicken, Inc., franchise contract from 1961. The National Franchise Reports, June 1964 to August 1964 and November 1964 provide franchise news and a list of services. Also included in this file is printed material from the Paper Cup and Container Institute, Inc., on Central Kitchens and Paper Service Newest Idea in School Feeding. The publications include a variety of writing on business by Wood and others, about the ownership of a franchise and franchising in general. Select titles include Franchising Around the World, Modern Franchising, and Quickservice Operations Management.

Subseries 2: Design work, undated, consists of a notebook, a scrapbook, drawings and sketches. The design notebook was assembled and presumably used by Wood as a reference tool. It contains artwork for potential ads for several different companies--;Johnson Wax, McDonald's, Coca-Cola, Whirlpool, and Studebaker--and there is no accompanying text. Additional design work includes loose drawings and sketches for a portable 3D-Stereo and unidentified logo development on mat board; artwork for Vigoro Complete Plant Food, also on mat board; and pencil holiday sketches of wreathes, holly, reindeer, stars, trees, snowmen and crèche scenes. There is one Christmas point-of-purchase ad developed by Wood for Hallmark [Mob Tall?] which was intended to be used in place of mistletoe. The Lettering Scrapbook was assembled, created and presumably referred to by Wood during his design work. Wood developed a lettering classification system which is listed at the beginning of the scrapbook. All of the lettering examples were clipped from magazines or newspapers.

Subseries 3: Reference materials, 1959-1972, consists of publications about franchising, mobiles celebrating the Christmas season and one depicting "Elmer the elephant," and magazine advertisements, circa 1950s. The advertisements consist of black-and-white and color advertisements clipped from magazines and newspapers and assembled and used by Wood as a reference tool. The ads are arranged alphabetically by company name with the product name noted parenthetically. For example, Crown Jewel Ware, Inc., (cookware). A variety of products are represented from candy to washing machines.

Series 2: McDonald's Corporation, 1960-1985, is divided into eight subseries: Subseries 1, Background, 1963, 1985, undated; Subseries 2, Corporate materials, 1960-1984; Subseries 3, McDonald's System, Inc., 1964; Subseries 4, Newsletters, 1960-1964, 1983; Subseries 5, Advertising and Marketing; Subseries 6, Packaging, 1964, undated; Subseries 7, Sales, 1963, 1964, [1972?], undated; Subseries 8, Miscellaneous, 1960s, 1979, undated. This series is one of the largest and most significant. It represents the bulk of Wood's client work for McDonald's in the early 1960s.

Subseries 1: Background materials, 1963, 1985, undated, contains a booklet in memory of Ray Kroc (1952-1984), founder of the McDonald's Corporation in 1955. The booklet provides an overview of the birth of McDonald's and its success. There is also a Method of Operation booklet for new employees detailing the "formula" and "principles" for the foundation of the McDonald's method. There are also newspaper clippings, 1960-1984 about Ray Kroc and McDonald's in general.

Subseries 2: Corporate materials, 1960-1984, consists of correspondence primarily from Don Conley, Vice President, to other staff about Bernie Wood's services, international franchising issues, and area franchise agreements. The McDonald's trademark information consists of memos from Ray Kroc to John Horn, Advertising Manager, about the use of the McDonald's trademark on various items, including an ashtray. The materials also include a status report on trademarks and service marks of the McDonald's Corporation from December 1962. Service marks are a type of trademark used to identify a service rather than a product. A service mark is federally registered and the standard registration symbol ® or "Reg U.S. Pat & TM Off" is used. A service mark is used on the advertising of the service rather than on the packaging. Some of the corporate identity pieces include letterhead, envelopes and examples of diplomas bestowing a bachelor of "Hamburgerology" from Hamburger University on an employee for completing the basic operator's course.

The three press kits contain different types of materials including: printed product literature, press release sheets with anecdotes about McDonald's, fact sheets, McDonald's success story, the history of the hamburger, what McDonald's means to the local community, and information on how best to use the McDonald's press kit. Cooper Golin, Inc., a public relations, marketing, and sales promotion firm, generated the press information sheets.

Subseries 3: Newsletters, 1960-1964, 1983, contains an incomplete run and consists of two types--those intended for employees and others intended for customers. McDonald's the Drive-in with the Arches Newsletter and On the Go with McOPCO (McDonald's Operating Company) were created for employees while the Adams and Wells Street Journal was for customers of the Adams and Wells Street McDonald's in Chicago, Illinois.

Subseries 4: Advertising and marketing materials, 1971-1978, undated, contains specialty pieces for specific McDonald's products such as the Bopper Balloon or the All American Advertising Campaign. The campaign materials include product differentiation flyers, yet all the pieces were intended to influence demand. This series demonstrates the wide variety of advertising pieces Wood created--balloons, matchbooks, puzzles, coupons, placemats, paper bags, and a calendar--to convey the McDonald's message and image.

Subseries 5: Packaging, 1964 and undated, contains items collected or created by Wood such as the Neatrae. The packaging represents a container that was formed to hold food or in the instance of the McDonald's Bank, coins.

Subseries 6: Sales, 1963, 1964, [1972?], undated, consists of a property checklist and a lease. The property checklist was to be completed by real estate personnel, and it detailed traffic, distance to business activities, land information, zoning data, and general site information such as water, sewer, natural gas and wiring lines. The lease is an example of what terms were agreed to between the "lessor" and McDonald's System, Inc. The bulk of the sales materials include proposals developed by Wood in five areas: System of Success, Public Relations, Sales Areas, Sales Promotions, and Miscellaneous. The "System of Success Communication Within and Without" is a proposal that addresses the issue of troubleshooting and training personnel. Wood's method is based on check chart comparisons and communication ideas. This proposal contains a McDonald's organizational chart. The second proposal is "Public Relations" and contains Wood's outline for "nostalgic paraphernalia" or a "longing for the good times." The "Sales Area" proposal details the sales success system for certain sales territories in the United States and for how McDonald's can succeed. Sales Promotion defines the objective and a plan for approaching it in very general terms. Lastly, the miscellaneous file holds a drive-in restaurant industry consumer survey conducted by the Consumer Research Section at WCOL radio in Cincinnati, Ohio. This survey also contains three articles from operators of coffee houses and drive-in restaurants discussing the services, food and coffee quality, and associated costs and profits. There are some examples of "tests" given to window men to check their speed and accuracy in calculating the cost of food and in making correct change.

There is one black, plastic vinyl briefcase emblazoned with the McDonald's logo.

Subseries 7: Drawings, 1960s-1970s, contains line drawings, photocopies of drawings, and plans for interior and exterior elements associated with McDonald's as well as equipment and products. Many of the drawings are photocopies that depict exterior and interior features at a McDonald's restaurant. These include the drive-through window, lighting and heating, window equipment, and a site plan for the Wheeling, Illinois, McDonald's. There are mock-up line drawings for McDonald's products and accessories (garbage cans, mustard dispensers, litter scoops, fish timers, and spatulas) available from Prince Castle Company, a subsidiary of the Martin Brower Company.

Series 4: Client Files, 1958-1984, is arranged alphabetically by client or project name. In most instances, it is noted what type of material exists for each file such as a license agreement or promotional literature. The majority of documentation in this series consists of artwork and promotional materials Wood designed for the client. He performed a variety of activities and services for his clients and the documentation for each client/project is uneven. Overall characteristics for these files include: artwork, articles, logos, newsletters, packaging such as bags, postcard ads, promotional literature, paper dolls, stationery and corporate image and identity, newsletters such as the Bell News for Illinois Bell Telephone, brochures, and handwritten notes by Wood on operations, training, and sales issues.

Series 5: Patent and Trademark Materials, 1962-1976, is divided into two subseries Subseries 1, Patents and patent applications, 1962-1969, 1975-1976 and Subseries 2, Trademarks, 1964-1970.

The patents and patent application materials are arranged chronologically by issue date. Some of the patents did not issue, and therefore only the serial application number or relevant information is provided. Overall, the patent files contain originals and copies of correspondence, drawings, application forms, and in some instances, examples of Wood's inventions such as the beverage cup holder or the carton forming pattern in cardboard pattern form. An example of the carton forming pattern (US Patent Serial No., 455,463) as Wood envisioned it as a Golden Arches Dessert box is in Series 4, McDonald's, box 12. Wood's photocomposition font storage device invention relates generally to improvements in photographic compositors, and it relates particularly to an improved character (storage devices and optical retrieval) and projection system. Wood worked with the Varitype Division of Addressograph Multigraph Corporation to prepare and prosecute his patent application. Documentation includes correspondence, pencil drawings on tracing paper, and product literature from Varitype.

The trademark materials, 1964-1970, include some Food and Drug Administration (FDA) materials and specific trademark information for Chick'n-2-Go, Ma and Pa's Country Candy Store, McDonald's, and Neatrae Containers. The FDA information includes printed material such as Facts for Consumers, Food Standards, 1964; How the FDA Works for You, 1966; Read the Label on Food, Drugs, Devices, Cosmetics and Household Chemicals, 1965.

The trademark documentation is arranged alphabetically by company name and contains memos, correspondence, trademark search reports, and the published trademark if issued. In some instances there is evidence of foreign trademark materials, especially for the NEATRAE. The Neatrae Container Association documentation consists of licensing patent applications, trademark assignments, and other correspondence detailing a partnership between Daniel Greenwood, Elgin Milk Corporation, Bernie Wood, and Dan Conelly for trademark use of "NEATRAE." NEATRAE was trademarked to be used in conjunction with a finger-grip food container (US Patent No., 3,355,082) that Wood patented.

Series 6: Photographs, Slides and Negatives, 1953-1975, is divided into three subseries: Subseries 1, Biographical, 1964, 1975, undated; Subseries 2, Client Files, 1963-1968; and Subseries 3, Slide presentations, 1953-1969, undated and includes slides, negatives, transparencies, black-and-white prints and color prints. The majority of documentation consists of slides created and assembled by Wood for presentations he presumably gave to prospective clients highlighting his work and promoting the idea of "franchising." The slide presentations depict interior and exterior shots of various restaurants, restaurant employees, signage, and staged images of food products and packaging. This series also contains Minox film--strips of film 9.2mm wide, or less--of McDonald's billboards, other signage, food products, and packaging. Minox is both a type of camera and the name of a company. The camera associated with the Minox name is the sub-miniature series using the 8 x 11mm film format, first designed by Walter Zapp in the 1930s. The film is held in a small cartridge, and the strips can be up to 50 frames in length.

Series 7: Audio and Moving Image Materials, 1963, 1964, 1968, is divided into two subseries: Subseries 1, Audio Materials, 1963, 1964, 1968 and Subseries 2, Moving Image Materials, undated. There are 7", 10", and 12" audio discs for the McDonald's Carryout Restaurants radio campaign. There is only one disc that is not part of the radio campaign, the New Sound Up, Up, and Away TWA, 1968. This is an atypical vinyl disc. While it is 33 1/3" RPM, it is square and not as rigid as the other vinyl discs. There are several rolls of 35 mm safety film (cellulose acetate) depicting a McDonald's drink cup and an unidentified McDonald's Restaurant. These rolls of film have been spliced together by the Archives Center staff to form a compilation. References copies of these materials are not available.

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Arrangement note

The collection organized into seven series.

Series 1: Personal Materials, 1942-1986, undated

Series 2: Business Materials, 1959-2001, undated

Subseries 1: Franchise information, 1961-2001

Subseries 2: Design work, undated

Subseries 3: Reference materials, 1959-1972

Series 3: McDonald's Corporation, 1957-1985

Subseries 1: Background materials, 1963, 1985, undated

Subseries 2: Corporate materials, 1960-1984

Subseries 3: Newsletters, 1960-1964, 1983

Subseries 4: Advertising and marketing materials, 1957-1978, undated

Subseries 5: Packaging, 1964, undated

Subseries 6: Sales materials, 1963, 1964, [1972?], undated

Subseries 7: Drawings, 1960s-1970s

Series 4: Client Files, 1958-1984

Series 5: Patent and Trademark Materials, 1962-1976

Subseries 1: Patents and patent applications, 1962-1969, 1975-1976

Subseries 2: Trademarks, 1964-1970

Series 6: Photographs, Slides and Negatives, 1963-1975, undated

Subseries 1: Biographical, 1964, 1975, undated

Subseries 2: Client Work, 1963-1968

Subseries 3: Slide Presentations, 1963-1969, undated

Series 7: Audio and Moving Image Materials, 1963, 1964, 1968

Subseries 1: Audio Materials, 1963, 1964, 1968

Subseries 2: Moving Image Materials, undated

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Controlled Access Headings

Genre(s)

  • Advertisements--20th century.
  • Business cards
  • Business records--1950-2000.
  • Clippings--20th century
  • Design drawings--1950-2000
  • Drawings
  • Matchcovers
  • Motion pictures (visual works)--20th century
  • Negatives
  • Photographs--1950-2000.
  • Placemats
  • Slides (photographs)--20th century
  • Stationery
  • Transparencies

Subject(s)

  • Advertising
  • Franchises (Retail trade)
  • Patents
  • Restaurants
  • Trademarks

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Collection Inventory

 Series 1: Personal Materials, 1942-1986, undated

Box Folder

Resumes and business cards, undated

1 1

Obituary, 1986

1 2

Correspondence, 1942-1945

1 3

Central High School (Kansas City)  Reunion Yearbook, 1977

1 4

Self portrait of A. Bernie Wood, circa 1940s

1 6

Frank Lloyd Wright Day invitation, 1956 October 4

1 6

Alf Landon (Governor of Kansas) materials, 1979

1 7

Alf Landon (Governor of Kansas) Landon Alf campaign button, 1936

22 1

Miscellaneous-Voter Registration card, The American Academy of Art, and Mickey Mouse sketch, 1964, undated

1 8

Arlington Heights Chamber of Commerce money clip of A. Bernie Wood, 1965-1967

22 3

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 Series 2: Business Materials, 1959-2001, undated

 Subseries 1: Franchise information, 1961-2001

Box Folder

Business cards and letterhead, undated

1 9

Admart, Inc., (invoice, letterhead, business reply envelope), 1966, undated

1 10

Correspondence, 1970

1 11

Annual report planning chart, undated

17 1

Award (Food Service Executives Association and Paper Cup and Container Institute), undated

1 12

International Design Conference (Aspen), 2001, undated

1 14

International Franchise Association, Inc., 1962

1 15

Food Facilities Engineering Society, 1965 May

1 16

Kentucky Fried Chicken franchise contract, 1961

1 17

National Fanchise reports, 1964

1 18

Ma and Pa's Country Candy Store (promotional materials), 1966

3 12

Ma and Pa's Country Candy Store (packaging), undated

14 5

Ma and Pa's Country Candy Store (trademark information), 1965-1967

8 5

Ma and Pa's Country Candy Store (watercolor and photograph), undated

19 8

Ma and Pa's Country Candy Store (blueprint construction plans), 1965

19 9

Bernie. "A Dignified Image for a 15c Hamburger," Sign and Display Industry, 1963 October

2 19

Wood, A. Bernie. "Look Up and Love What You See!" Quickservice, 1972

2 4

Wood, A. Bernie. "A Preface and Premise to a Promising Corporate Image", undated

2 5
Map-case Drawer Folder

The Mart, Bonazana Sirloin Pit Chain, 1965 April 1

4 20 1

 Subseries 2: Design work, undated

Box Folder

Design Notebook, undated

1 13

Portable 3-D stereo drawings, undated

10 5

Unidentified design drawings, undated

10 6

Lettering Scrapbooks (photocopy), undated

10 7

Lettering Scrapbooks (original), undated

10 8-11

Holiday sketches by Wood (pencil), undated

14 9

Pair of hands (chalk on paper), undated

19 10

 Subseries 3: Reference materials, 1959-1972

Box Folder

Bills, Ben Franklin. Ways To Successful Persuasion in Business and the Professions, 1959

1 20

Anonymous. "Franchising", undated

1 21

Franchising Around the World, 1968 October

1 22

Modern Franchising, 1964 September/October, 1965 January/February

2 1

Quickservice Operations Management, 1971 November/December

2 2

Anonymous. "Sizzle, Sizzle," Forbes, 1968 June 15

2 3

Chris Mobile (Yuletide), 1955

3 6

Chris Mobile (Holly and Snowflake), undated

15 1-2

Chris Mobile (Mistletoe), undated

15 3

Chris Mobile (Ornament), undated

15 4

Chris Mobile (Religious Creche), undated

16 7-8

Chris Mobile (Christmas Tree), undated

17 12

Chris Mobile (Festive Carolers), undated

17 13

Scamanda Mobiles (Santa Mobile), 1953

16 5

Elmer's (elephant) Mobile, (includes Howdy Doody envelope), undated

16 4

Day Deodorant pads, [undated]

9 1

7-Up, [undated]

14 1

Air-o-Magic Men's Shoe Division, [undated]

9 1

American Meat Institute, [undated]

9 1

Apex (washer), [undated]

9 1

Artbeck Products (baster), [undated]

9 1

Aunt Jemima (syrup), [undated]

9 1

Bendix Home Appliances, [undated]

9 2
Map-case Drawer Folder

Borden Company (dairy), 1952

4 20 1

Bowman (dairy), 1950-1951

4 20 1
Box Folder

Brachs (candy), [undated]

9 2

Club Aluminum Products Company, [undated]

9 3

Campbell's (soup), [undated]

9 3

Carson Pirie Scott (department store), [undated]

9 3

Certo (fruit pectin), [undated]

9 3

Chef-Boy-Ar-Dee (spaghetti dinner), [undated]

9 3

Converted Rice, Inc., [undated]

9 3

Crane Company (plumbing and heating), [undated]

9 3

Crown Jewel Ware, Inc. (cookware), [undated]

9 3

Custom Built Homes, [undated]

9 3

Dash Armour (dog food), [undated]

9 4
Map-case Drawer Folder

Delrich Oleomargarine, 1952

4 20 1
Box Folder

Dole, [undated]

9 4

Domestic Sewing Machine Company, [undated]

9 4

Dormeyer Corporation (mixers and grinders), [undated]

9 4

Dusharme (hair crème), [undated]

9 4

Ecko Products Company (housewares), [undated]

9 4

EndoPest (fungicide), [undated]

9 4

Everbest (tomato preserves), [undated]

9 4

Eversharp, Inc. (pens), [undated]

9 4

Green Giant (vegetables), [undated]

9 5

H.W. Gossard Company (panty girdle), [undated]

9 5

Fox River Valley Knitting Company, [undated]

9 5

Franco American (beef gravy), [undated]

9 5

Hawthorn-Melody Farms Dairy, [undated]

9 6

Hoover Company (vacuums), [undated]

9 6
Map-case Drawer Folder

International Live Stock, 1954

4 20 1
Box Folder

Jergens (powder and lipstick), [undated]

9 6

Jet-Sulation (insulation), [undated]

9 6

Juice King (juice machine), [undated]

9 6

Karo (syrup), [undated]

9 6

Kellogg's (cereal), [undated]

9 6

Kroehler Furniture, [undated]

9 6

Kroeger Coffee, [undated]

9 6

Kromex (bun warmer), [undated]

9 6

Libby's (canned food), [undated]

9 7

Life Savers (candy), [undated]

9 7

Lincoln Lumber Company, [undated]

9 7

Lustron Home, [undated]

9 7

Lytton's (department store), [undated]

9 7

Marshall Field and Company (department store), [undated]

9 8

McKesson and Robbins, Inc. (drug manufacturer), [undated]

9 9

Maidenform (lingerie), [undated]

9 9

Manor House Coffee, [undated]

9 9

Marlboro (cigarettes), [undated]

9 9

Milky Way (candy bars), [undated]

9 9

Maytag (appliances), [undated]

9 9

Minute Rice, [undated]

9 9

Monarch (canned vegetables), [undated]

9 9

Morris B. Sachs, Inc. (department store), [undated]

9 9

Morton Salt, [undated]

9 9

Nescafe (instant coffee), [undated]

9 10
Map-case Drawer Folder

Oscar Mayer (wieners), 1954

4 20 1
Box Folder

Ozite (carpet cushion), [undated]

9 10

Pabst Blue Ribbon (beer), [undated]

9 10

Pillsbury, [undated]

9 10

G.H. Poulsen and Company (surgical/medical), [undated]

9 10

Proctor Electric Company, [undated]

9 10

Pullman Couch Company (chairs and couches), [undated]

9 10

Roblee Shoes, [undated]

9 11

Reddi Whip, [undated]

9 11

Revere Copper and Brass, Inc., [undated]

9 11

Russell Steel Products Company, [undated]

9 11

Salerno-Megowen Biscuit Company, [undated]

9 11

Santa Fe, New Mexico, [undated]

9 11

W.A. Sheaffer Pen Co. (pens), [undated]

9 11

Schlitz (beer), [undated]

9 11

Seagram's (liquor), [undated]

9 12

Schulze and Burch (saltine cracker), [undated]

9 12

Singer Manufacturing (sewing machines), [undated]

9 11

Solitair cake make-up, [undated]

9 11

Spring Air Company (mattresses), [undated]

9 12

Staley Manufacturing (syrup), [undated]

9 12

Stokley-Van Camp (tomato catsup), [undated]

9 12

Stopette Spray Deodorant, [undated]

9 12

Swift and Company (lard, turkey, chicken, bacon, shortening, and peanut butter), [undated]

9 12

Sunbeam Corporation, [undated]

9 13

Thor Corporation (automatic washer), [undated]

9 13

Toastmaster, [undated]

9 13

Tru-Glo Make-up, [undated]

9 13

Wurlitzer (organs), [undated]

9 13

Zenith (televisions), [undated]

16 2

Return to Table of Contents »


 Series 3: McDonald's Corporation, 1957-1985

Background materials, 1963, 1985, undated

Box Folder

In Memory of Ray Kroc (booklet), 1985

5 1

An Introduction to McDonald's, undated

5 2

Newspaper clippings, 1960-1984

5 10

 Subseries 2: Corporate materials, 1960-1984

Box Folder

Corporate structure chart, 1961 May 1

5 3

Correspondence, 1962

5 4

McDonald's trademark information, 1962, 1964, 1980

5 18

Diploma and honorary degree from Hamburger University, undated

5 5

Diploma and honorary degree from Hamburger University, undated

20 7

Envelopes (for McDonald's Operators Association), undated

5 6

Letterhead (for McDonald's System, Inc. and McDonald's Research and Development Laboratory), undated

5 7

Annual report, 1963, 1963

5 8

Press kits, 1963-1964

5 9

Press kits (empty folder samples), undated

20 2

 Subseries 4: Advertising and marketing materials, 1957-1978, undated

Box Folder

All American advertising campaign, undated

6 1

Air-O-Plane, 1957

20 3

Big Mac, Apple pie, and a Hallmark ad (sliding format), undated

19 4

Bopper Portfolio (includes McDonald's and Chevy), 1965

11 7

Bopper balloon bouncers, undated

6 2

Bopper (artwork), undated

20 8

Big Mac carton (invitation) for a grand opening in Northbrook, Illinois, 1976

11 8

Birthday club, undated

18 4

Coke in a McDonald's cup, undated, undated

18 18

Cold drink flavor, undated

18 8

Coupon for Big Mac, undated

6 3

French fries, 1963

18 8

Labels (art work), undated

6 4

Logo (artwork), undated

17 3

McDonaldland repeating puzzle, 1978

11 5

McDonald's Hat, 1963

18 8

Matchbooks, undated

11 6

Menu tabs (artwork), unadated

18 5

Placemat, 1985

11 10

Staff employees in kitchen, undated

18 8

Stickie Stasher advertisement, undated

11 10

Artwork (general), undated

11 10

Coast-to-Coast Directory, undated

11 7

Morton Grove-Niles Local Telephone Directory , 1975-1976

11 8

Morton Grove-Niles Local Telephone Directory, 1975-1976

16 1

Marketing research Group (for Mid-west region market share on drive-in fast food restaurants), 1971

6 9

Advertisement layout for McDonald's [car?], undated

17 7

Promotional calendar, 1964 January-June

17 9

Clownie cut-ups, undated

17 10

Clownie cut-ups/fun face mask, undated

19 5

Coca-cola "coke" folders, undated

17 11

Gobblin's Go For...McDonald's (balloon), undated

17 12

Concept logos and label (photostats), undated

16 6

Hamburger, French fries, and drink (artwork), undated, undated

19 7

Holiday gift order ideas, undated

20 4

Ronald McDonald (artwork), undated

20 5

French Fry ad, undated

20 6

Tie clips and metal logos, undated

22 1

I Love McDonald's button, undated, undated

22 3

 Subseries 3: Newsletters, 1960-1964, 1983

Box Folder

McDonald's the Drive-in with the Arches Newsletter, 1960 November/December

20 12

McDonald's the Drive-in with the Arches Newsletter, 1961 January-November

20 13

McDonald's the Drive-in with the Arches Newsletter, 1962

20 14

McDonald's the Drive-in with the Arches Newsletter, 1963 March, undated

20 15

On the Go with McOPCO, 1963 March, 1964 January

20 16

Adams and Wells Street Journal (Adams and Wells Street McDonald's in Chicago, Illinois), 1983

20 17

 Subseries 5: Packaging, 1964, undated

Box Folder

Neatrae, 1964

17 13
Box

Neatrae parfait trays, undated

21
Box Folder

Neatrae parfait trays, undated

22 3

Paper bag, undated

17 14

Golden Arches Dessert box, 1964

10 3
Box

Golden Arches Dessert box (with parfait trays), 1964

12
Box Folder

Happy Meal (carton), 1984

11 9

McDonald's bank, [1962?]

10 3

 Subseries 6: Sales materials, 1963, 1964, [1972?], undated

Box Folder

Master location check list and lease, undated

6 15

Menu tab (order forms), undated

6 16

"System of Success, Communication Within and Without", undated

6 17

"Public Relations" (personal and public), 1975, undated

6 18

"Sales Areas, The Sales Success System", circa 1964

6 19

Sales Promotion proposa, undated

6 20

Miscellaneous (drive-in restaurant industry consumer survey), 1963

6 21

Test for window men in making change, undated

6 24
Box

McDonald's briefcase, undated

14
Map-case Drawer Folder

McDonald's First in French Fries (artwork), undated

4 20 2

Those Who Know Go to McDonald's (artwork), undated

4 20 2

25 Years Built on Trust" (poster), 1980

4 20 2

 Subseries 7: Drawings, 1960s-1970s

Box Folder

Counter light, 1973 December

17 4

Stain glass room divider, 1973 January

17 4

Service divider wall, undated

17 4

Space division, undated

17 4

Mansard wooden railing, undated

17 4

Tiffany Matisse flower garden, 1973 December

17 4

Ceiling electric, 1973 December

17 4

Profile sections, 1973 December

17 4

Energy (logo), undated

17 4

Line drawing of unidentified equipment (juice maker?), undated

17 6

Line drawings for McDonald's products, [1972?]

6 22

Line drawings for McDonald's products, [1972?]

17 8

Line drawings for McDonald's products, [1972?]

18 9

Drawings and plans for McDonald's exterior and interior, 1960s, 1979

6 23

Whirling Square plan view (a food processing package) by Bernie Wood, 1964 March

5 11
Map-case Drawer Folder

Plat and preliminary drawings for McDonald's in Wheeling, Illinois, (ink on vellum, pencil), undated

4 20 2

McDonald's Carry-Out Restaurant Plan (sketch in pencil and ink), 1961

4 20 2

Plan for McDonald's in Niles, Illinois (pencil on tracing paper), 1973 November 7

4 20 2
Box Folder

McDonald's in Niles, Illinois (drawings, photographs, artwork), undated

19 6

Drawings for locking system for carts and racks, 1971

18 3

Line drawings for McDonald's arch, undated

18 6

Line drawings for McDonald's cargo cans, 1962

18 7

Whirling Square (sketches), 1964

20 1

Return to Table of Contents »


 Series 4: Client Files, 1958-1984

Box Folder

Afri-Kingdom (promotional literature, and logos), 1970-1972

2 6

Afri-Kingdom (artwork), 1969

11 1

Antique Airmen, Inc., (logos and stationery), 1974, 1976, undated

2 7

Antique Airmen, Inc., (souvenir program), 1974 September

2 9

Antique Airmen, Inc., ( Airmen News), 1974, 1976

2 9

Antique Airmen, Inc. (artwork), undated

14 2

Aunt Jemima's Kitchen, (promotional material), undated

2 10

Aunt Jemima's Kitchen (artwork), undated

14 2

Automart (artwork for logo), undated

11 2

Bankers Life and Casualty (certificate), undated

10 1

B and M Corporation, (product literature), 1963

2 11
Map-case Drawer Folder

Big Barney Automatic Auto Wash in Ohio (drawings), 1968 April 25

40 20 1
Box Folder

Bowman Dairy milk drawing (pencil), undated

10 2

Cheese Spot Cheesery's, Inc., (license agreement), 1965, 1966

2 12

Cheese Spot Cheesery's, Inc., (franchise philosophy), 1964-1965

2 13

Cheese Spot Cheesery's, Inc., (operations), undated

2 14

Cheese Spot Cheesery's, Inc., (maintenance), undated

2 15

Cheese Spot Cheesery's, Inc., (management), 1964

2 16

Cheese Spot Cheesery's, Inc., (promotional materials), 1963

2 17

Cheese Spot Cheesery's, Inc., (miscellaneous planning), undated

2 18

Cheese Spot Cheesery's, Inc., (counter sales), undated

3 1

Cheese Spot Cheesery's, Inc., (lighting), 1965

3 2

Cheese Spot Cheesery's, Inc., (notes by Bernie Wood), 1965, undated

3 3

Cheese Spot Cheesery's, Inc., (other cheese shop gift catalogs), 1965, undated

3 4

Chick'n-2-Go, 1969

3 5

Coca Cola "Coke" (rendering and market ideas), 1958

14 4

Ole King Coke (photographs and "bottle rider"), 1958

14 6

Friar Fish's Fish and Chips (Don Browne's Design-A-Glass Portfolio), 1971

3 7

Friar Fish's Fish and Chips (art samples E and D), undated

11 3

Friar Fish's Fish and Chips (artwork), undated


    Box Folder
Mixed materials   17 2
    Box Folder
Mixed materials   14 3

Box Folder

Friar Fish's Fish and Chips (scrapbook), 1968

19 1

Fridgie, undated

18 2

Hallmark [Mob Tall] point of purchase advertisement, undated

16 3

Hallmark toy cards, circa 1970s

19 2

Hi-Crest (freezers), undated

11 4

Illinois Bell Telephone (annual reports), 1961, 1963

3 8

Illinois Bell Telephone ( Bell News), 1960 August/September, 1961 August

3 9

Illinois Bell Telephone (The Final Index of Management), 1964

7 10

Instant Printing (product literature and photograph), 1965, 1966

11 5

Johnson Wax (proposal), undated

3 11

Johnson Wax (drawings), undated

19 3
Map-case Drawer Folder

[J.J. Jewel Wash Wax artwork?], undated

4 20 1
Box Folder

Marlboro Man (photograph), undated

19 11

Milky Way (candy bar) illustration, undated

10 4

Mulligan's (sketches and floor plans), 1969

14 7

National Heritage Life Insurance Company, 1972

4 1

Neba Roast Beef Restaurant, Inc., (promotional materials), 1960s

4 2

Neba Roast Beef Restaurant, Inc., (scrapbook), 1967

4 3

Neba Roast Beef Restaurant, Inc., (advertisement and photograph), undated

11 11

Neba Roast Beef Restaurant, Inc., (tie clip), undated

22 1

Odorite of America, Inc. (product information), 1963-1964

4 4

Orange Crush (artwork), undated

11 13

Prince Castle, Inc., (advertising schedule), 1981-1982

4 5

Prince Castle, Inc., (product literature), 1984-1985

4 6

Prince Castle, Inc., ( Castle News), 1984 January/February

4 7

Bart Starr Restaurant, 1969

4 8

Texaco, Inc., 1964

4 9

Tote-A-Poke (convenience store), undated

4 10

Yogotries Corporation (advertising and labels), undated

4 11

Yogotries Corporation (mobile), undated

14 8

Return to Table of Contents »


 Series 5: Patent and Trademark Materials, 1962-1976

 Subseries 1: Patents and patent applications, 1962-1969, 1975-1976

Box Folder

Beverage cup holder for motor vehicle doors, 1962-1965

US Patent 3,128,983

filed 1963 March 4

issued 1964 April 14

14 3

Candy Box, 1967, 1969

US Design Patent 208,112

filed 1966 March 18

issued 1967 July 18

14 4

Carton forming pattern, 1964-1967

US Patent Serial No., 455,463

filed 1965 March 13

14 5

Finger-Grip Food-Product Containers, 1965-1967

US Patent 3,355,082

filed 1965 April 13

issued 1967 November 28

14 6

Method and means for controlling the lens aperture of a process camera, 1946-1947

US Patent Serial No., 686,833

filed 1946 July 29

8 1

Refreshment tray-forming template, 1963-1964

US Patent 3,145,848

filed 1963 May 3

issued 1964 August 25

8 2

Photocomposition font storage device, 1975-1976

11 14

 Subseries 2: Trademarks, 1964-1970

Box Folder

Food and Drug Administration (FDA) facts for consumers, 1964-1967

7 1

Chick'n-2-Go and Afri-Kingdom (fried chicken), 1969-1970

8 3

NEATRAE (finger-grip food-product containers), 1964-1967

8 4

NEATRAE (plastofilms for finger-grip food-product containers), 1966

14 10

Neat Containers Associates (trademark agreements), 1964-1969

7 2

Return to Table of Contents »


 Series 6: Photographs, Slides and Negatives, 1963-1975, undated

 Subseries 1: Biographical, 1964, 1975, undated

Box Folder

A. Bernie Wood, 1964, undated

23 1

A. Bernie Wood, undated

18 1

International Design Conference (IDCA) at Aspen, 1964

23 2

Freedom Train, 1975

23 3

 Subseries 2: Client Work, 1963-1968

Box Folder

Afri-Kingdom, 1969

23 4

Cheese Spot Cheesery's, Inc., 1965

23 5

Chock-Full-O-Nuts, 1966

23 6

Friar Fish's Fish and Chips, undated

23 7

Illinois Bell Telephone, 1964

23 8

Ma and Pa's Country Candy Store, 1965-1968

23 9

Ma and Pa's Country Candy Store (located in Illinois), 1968

23 10

Mulligan's, 1969

23 11

Neba Roast Beef Restaurant, Inc., 1968

23 12

Pacific Air, undated

11 12

Study of store fronts (research for Ma and Pa's Country Candy Stores?), 1965

23 13

Miscellaneous (includes Carolina Cougars, Continental Airlines, and McDonald's), 1963-1964

23 14

Miscellaneous and unidentified, undated

14 11

McDonald's-Executives (unidentified head shots), undated

24 1

McDonald's-A. Bernie Wood and Ray Kroc, undated

24 2

McDonald's-Wood Family at a McDonald's restaurant, undated

24 3

McDonald's-University of Teaching, undated

24 4

McDonald's-Bopper, 1963

24 5

McDonald's-Ronald McDonald Clown, 1964

24 6

McDonald's-Balloon and cup holder, undated

24 7

McDonald's-Award winning cup, undated

24 8

McDonald's-Radio commercial of Admart, Inc., undated

24 9

McDonald's-Neatrae, 1966

24 10

McDonald's-Billboards, 1964

24 11

McDonald's-Billboards and signs, undated

24 12

McDonald's-Hawaii location, undated

24 13

McDonald's-Planning in Arlington Heights, Illinois, 1965

24 14

McDonald's-Wheeling, Illinois, 1983

24 15

McDonald's-Miscellaneous (staged food products), undated

24 16

McDonald's-Seafood test photographs, undated

6 25

McDonald's-Drive-through negatives, 1979 March

6 26

McDonald's-Apple pie (photographs), undated

11 6

McDonald's-Various food products, undated

17 5
Map-case Drawer Folder

McDonald's-Unidentified, undated

4 20 2

 Subseries 3: Slide Presentations, 1963-1969, undated

Box Folder

Admart, Inc., [1964?]

25 1

Franchise Food Corporation, undated

25 2

Unidentified, circa 1964

25 3

Unidentified, public relations, undated

25 4

Advertising and public relations, undated

25 5

Advertising, public relations and signs, undated

25 6

Advertising and public relations, undated

25 7

McDonald's branding, 1963-1964

26 1

Sales marketing for Johnson Wax?, Afri-Kingdom, Friar Fish's and McDonald's, [1964 or 1969?]

26 2

McDonald's Bopper, 1964

26 3

Cheese Spot Cheesery's, Inc., 1965

26 3

Pig-N-Go Pit Bar-B-Q, 1969

26 3

Mulligan's, 1969

26 3

Neba Roast Beef (exterior and interior views), circa 1965

26 4

McDonald's, 1963-1965

26 5

Unidentified (advertising and packaging issues?), 1960s

26 6

Return to Table of Contents »


 Series 7: Audio and Moving Image Materials, 1963, 1964, 1968

 Subseries 1: Audio Materials, 1963, 1964, 1968

Box

"McDonald's Carryout Restaurants", 1963

Presentation of McDonald's Radio Campaign

7" vinyl promotion disc, 33 1/3 rpm (3 copies)

Produced by Admart, Inc., Advertising

27

"McDonald's Carryout Restaurants", 1964 February 29

10" vinyl promotion disc, 33 1/3 rpm

Produced by Admart, Inc., Advertising

Norm Pierce, announcer

Shakes

27

"McDonald's Carryout Restaurants", 1964

12" vinyl promotion disc, 33 1/3 rpm

Norm Pierce, announcer

Produced by Admart, Inc., Advertising

"Overall Sell"

"An American"

"Rhythm Style"

"All American"

"Cheeseburgers"

"Instant Service"

27

[McDonald's], [1964]

¼" open reel-to-reel audio tape, 7.5 ips

Produced by Huff Productions for Admart, Inc., Advertising

Revised radio commercials

"The Modern"

"The Kids"

"The Rocker"

"Local Copy Spot"

"The Kids"

"The Modern"

27

"The New Sound Up, Up , and Away TWA", 1968

7" vinyl promotion disc, 33 1/3 rpm

27

 Subseries 2: Moving Image Materials, undated

Box

35 mm safety films of a McDonald's drink cup, and an unidentified McDonald's restaurant, [undated]

27

Return to Table of Contents »