At German branches of the US fast-food chain, the famous golden arches will be emblazoned on a green background, rather than its usual red, McDonald’s Germany vice-president Holger Beeck said.
The change will be made on all new and refitted restaurants “out of respect for the environment,” Beeck told the Financial Times Deutschland.
The instantly recognisable logo is the world’s sixth most valuable brand, according to a 2009 report by Interbrand consultancy, behind only Coca-cola, IBM, Microsoft, General Electric and Nokia.
A study earlier this month showed that McDonald’s was the most popular brand for Germans between the ages of 12 and 18.
McDonald’s has in the past come under fire from environmental groups on several fronts, including its use of packaging and deforestation.
However, environmental campaigners Greenpeace have also praised the company for efforts to be more environmentally friendly, including introducing refrigerators without harmful chlorofluorocarbons.