Orange Roofs, Golden Arches - 1986

In this eye-opening cultural history, Philip Langdon examines how fast food architecture has fundamentally transformed the American landscape and our relationship with the built environment. With sharp insight and meticulous research, Langdon traces the evolution of roadside eateries from simple hot dog stands to elaborate corporate design strategies that have reshaped our highways and communities. Through fascinating case studies of Howard Johnson's, McDonald's, and other iconic chains, he reveals how these businesses pioneered architectural branding—using distinctive colors, shapes, and structures to create instantly recognizable commercial identities that function as powerful marketing tools. Beyond mere architectural criticism, Langdon's analysis explores how these ubiquitous establishments reflect and influence American values of efficiency, standardization, and mobility. Both a compelling business story and a provocative examination of commercial vernacular architecture, this landmark study illuminates how the places where Americans eat have come to symbolize broader transformations in our culture, economy, and physical environment. Orange Roofs, Golden Arches: The Architecture of American Chain Restaurants - Philip Langdon Published 1986, Alfred A. Knopf, New York Softcover. Approx. 8x9in. 225pp. In good condition. Spine is lightly creased.