Sandwich chain Subway has adopted a bold and contemporary update to its logo, and will debut two new television adverts today to introduce consumers to the new look.
The logo brings the brand’s two core colours – green and yellow – together in the Subway brand name for the first time. It will be accompanied by a versatile symbol – a new asset for the brand – that creates a white letter S at the centre of two coloured arrows.
The fresh look has been optimised for use across all channels, while the addition of a symbol “captures the essence of the brand in a smaller footprint”, Subway said.
“We are on an exciting journey to meet the changing tastes of our guests,” said Suzanne Greco, president and CEO of Subway. “The Subway brand is recognised throughout the world, and this new look reinforces our commitment to staying fresh and forward-thinking with a design that is clear and confident without losing sight of our heritage.”
The two new broadcast spots, entitled Clean Slate and “Everyone, will debut during prime time in the US and across digital channels today. The commercials highlight the role that Subway has to play in the #SearchforBetter, the Connecticut-based business added.
It will also use them to promote the improved quality of its antibiotic-free chicken, and each closes with the tagline “the best way to stay fresh is to never get stale”.
The move represents the next step in the evolution of the brand, following menu enhancements and the launch of Subway Digital earlier this year. The ability to position the brand as a great-tasting, nutritious and affordable choice for today’s discerning consumers, and to reach them across all channels, are essential to the changes being made, Subway said.
Part of this involves introducing an abbreviated form of the logo, which revolves around two green and yellow arrows.
Since its inception in 1965, Subway has used the opposing arrows to represent the choice of ingredients that consumers are offered in store.
The new logo and symbol, along with additional visual assets, will roll out to all Subway restaurants, communications and digital experiences worldwide beginning in early 2017.
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