McDonald's ‘SpeeDee’ Metal Lapel Pin

PGDA x IG — Preserving Our Graphic Design Histories

This metal pin displays the retired “SpeeDee” mascot of the early McDonald’s Corporation. It measures, and is most likely made of brass. Stamped into the back-clutch of this pin are the words “BALLOU RED’G — 130 YEARS”, implying an manufacture date of at earliest 1998. Although it is unknown if this is the original backing for the pin. Additionally, conflicting reports have placed the origin of the item anywhere from the early 1960s up to the 1980s. 

Although there is not a lot of empirical information to find, this item carries important meaning. As a brand, we understand McDonald’s service to be both quick and accommodating.  (provided you’ve found yourself at a quality location) However before the concept of fast-food was natural to the United States, McDonald’s had to signal this ethos through design. At the forefront of this execution—standing where we now see the famous golden arches—was SpeeDee. Designed by one half of the McDonald’s Brothers pair, Richard McDonald, SpeeDee was donned with chef whites, and a burger for a head. Implied by his name and bright smile were the ideals of McDonald’s, invoking a friendly, convenient environment. Not nearly as popular as the golden arches at the time, SpeeDee still helped paint the public perception of the brand. 

Behr, Felix. “Whatever Happened to McDonald’s First Mascot, Speedee?” Mashed, February 2, 2023. https://www.mashed.com/256435/whatever-happened-to-mcdonalds-first-mascot-speedee/. 

Hess, Alan. “The Origins of McDonald’s Golden Arches.” Journal of the Society of Architectural Historians 45, no. 1 (1986): 60–67. https://doi.org/10.2307/990129.

Levesque, David. “Ballou Measures Success through Its Customers.” Providence Business News, March 22, 1999. https://pbn.com/ballou-measures-success-through-its-customers1301/#:~:text=They%20are%20now%20in%20their,that%20will%20have%20to%20change.