the idea to his familiarity with the form from a school project in which he used structural parabolas for a hangar. The form was one of many advanced engineering solutions, including folded plate roofs, that were in common currency." The first franchised outlet bearing Meston's design opened in May 1953 in Phoenix, Arizona. Subsequent franchisees of the McDonald brothers were also required to use Meston's design, although Meston adapted the plans for each to the conditions and building codes of each site. In 1962, seeking to upgrade its image, the company sought a new logo. Fred Turner sketched a stylized "V", but the company's head of engineering and design, Jim Schindler, extended the "V" into an "M" resembling a McDonald's store viewed from an angle, with a red isosceles trapezoid "roof" serving as background for lettering. While , the Golden Arches have remained in the logo, and as a commonly understood term for the company. This was partially due to Louis Cheskin's argument that the arches, which he likened to "mother McDonald's breasts", had "Freudian applications to the subconscious mind of the consumer and were great assets in marketing McDonald's food." Alan Hess summarized the arch's origin in Googie architecture and ultimate significance as follows: Variations All restaurants operated by McDonald's Canada use a variation of the Golden Arches, which features a maple leaf inserted into the centre of the Golden Arches; subsuming a Canadian national symbol into its corporate symbol. The McDonald's arches in Sedona, Arizona were made turquoise when the yellow color had been deemed by government officials to be contrasting too much against the scenic red rock. As of 2019, seven McDonald's signs only have one arch, including locations in Magnolia, New Jersey; Winter Haven, Florida; Montrose, Colorado; and McDonald's sign in Pine Bluff, Arkansas. The McDonald's restaurant at 610 Del Monte Ave., Monterey, California, has black arches. The McDonald's in North Scottsdale, Arizona on 18241 N Pima Rd also has black arches. The McDonald's restaurant at 2172 Sunset Blvd. in Rocklin, CA has dark red arches. The restaurant at Champs-Elysées in Paris, France, includes a neon McDonald's sign with white arches. Also, a recently built McDonald's in Bruges, Belgium, has white arches. In 2018 and again in 2019, McDonald's turned the arches upside down on its social media accounts in celebration of International Women's Day, changing the "M" to a "W." A McDonald's franchise operated by