I have a good friend in the outdoor sign business. His only complaint is that his clients often want far too much information on their billboards. Even with that my first impression was
that this sign concept was too simple. But, after looking at all the different iterations I think it's very clever and just the McDonald's colors will do the job, at least for directional billboards.
McDonald’s Crops the Golden Arches to Direct You to the Closest Restaurant – Adweek