During the late 1960s, McDonald’s planned to get rid of the golden arches, and hired Louis Cheskin, a prominent design consultant and psychologist, to help ease the transition. He argued against eliminating the famous logo, claiming they had great Freudian importance in the subconscious mind of consumers. According to Cheskin, the golden arches resembled a pair of large breasts: “Mother McDonald’s breasts.” The company followed Cheskin’s advice and retained the golden arches, using them to form the M in McDonald’s. In order to change the misleading symbol of nurturing breasts to a symbol for the real driving force behind enterprises like McDonald’s, greed, I designed a pair of strap-on teeth. Two Velcro straps allow for a quick and easy change from breasts to fangs, as shown in the photo.