Following Russia’s attack on Ukraine, McDonald’s sold its Russian business to a regional franchisee. On the condition that they could not use the brand’s iconic branding, but allowed them to keep the same menu. McD called this “the process of de-Arching“.

TASS, a Russian-run news agency shared a report 2 days ago about Russia’s very own de-Arched McDonald’s brand. The logo kinda looks like Mos Burger — an abstract “M” built from 2 french fries and a burger (top-down). You might also see the Warner Music Group logo turned clockwise.

Apparently, more thoughts were put into the design of the logo as well. It is not only notable as a marketing tool, but also as a cultural snapshot. McDonald’s entered Russia right after the fall of the Berlin wall and it’s glowing signs were a symbol of hope and globalization. And now, that hope has retreated back to the West while leaving its saturated fats behind.

The two Golden Arches have long been the most important symbol at McDs, the world’s most popular restaurant. You can watch the movie about the founding of McDonald’s on Netflix. The famous “M” logo was formalized by Jim Schindler, McDonald’s Head of Engineering and Design, in 1962.

Following the unwarranted attack on Ukraine by Russia, McD’s was quick to pull out of the country, selling nearly 1,000 locations to the Serbian Franchisee, Alexander Gover — who now wrestles with localizing McD’s for the region. Besides the new logo, they also need to update the names of popular menu items like the Filet-O-Fish and the Big Mac.

What’s still unknown is what Govor will name his new chain. The prerequisite of the buy-over is that the brand cannot be called McDonald’s anymore. For now, the logo hints at an “M” shape serving as a wink and nod to anyone looking for their Filet-O-Fish fix. And in those senses, Govor might be better off to not name the new chain with a word at all. While he doesn’t own the arches, he can still own the M. And as long as the M is associated with McD’s, it will still serve as a signpost — not of a more unified world, but of what’s for dinner.