Sei sulla pagina 1di 25

History of the Subway Logo

The history of the Subway logo dates all the way back to the very first
sandwich shop that DeLuca and Buck opened. After changing the name of
their restaurant to Subway, the two men developed a yellow logo with
arrows coming out of the “S” and “Y” in Subway. This logo remained in place
with only slight changes throughout the majority of Subway’s impressive
growth until it’s first major change in 2002. At this point, the company
began using thicker, italicized characters to spell Subway and changed the
color scheme to green, yellow, and white.

For a brief period of time from 2015 to 2016, Subway also used a single
color variation of their logo in solid green. Recently, though, the Subway
logo has undergone another significant change. In 2016, Subway unveiled
their most recent logo which featured somewhat of a return to the original
logo, losing the italics and dark green border while also adding more curves
to the logo.

While the Subway logo has indeed undergone several different iterations, it’s
interesting to see a company that has kept the basic design of their logo
ever since they opened their very first location. The history of the Subway
logo may be short compared to the lengthy history of some companies, but,
nevertheless, it has certainly demonstrated plenty of staying power.
Design Elements of the Subway Logo

The Subway logo makes use of dark, crisp greens in order to convey the
idea of freshness as well as bright yellows to convey positivity and flavor.

Concerning the two arrows in the Subway logo – which have stayed with the
logo no matter which version the company has come out with – Subway has
long promoted their products to a very active, athletic audience. The arrows
in the Subway logo serve to promote the idea of movement and motion. For
active individuals who choose Subway over other, less-healthy fast food
alternatives, this is a positive message. The arrows also convey the idea of
speed, promoting the message that, in spite of the fact that Subway is fresh
and healthy, it is also a very quick and convenient option.
Popularity of the Subway Logo

Much of the popularity of the Subway logo can be summed up in the logo’s
staying power. Unlike many companies whose current logo looks drastically
different from the logo they started out with, Subway’s logo has remained
mostly the same from start to finish.

Subway has also created a monogram out of the iconic arrows in their logo
and continue to use that monogram in much of their marketing material. You
can find this monogram everywhere from Subway’s commercials to the
paper that they wrap their sandwiches in.

All told, Subway has managed to create a widely recognizable logo that
conveys all of the messages they hope to get across to their customers.
What’s better, they managed to get it right on the very first go, which says
something for putting thought and effort into your logo so that you are able
to keep it throughout the lifetime of your company.
Behind the Subway logo
In Bridgeport, Connecticut, during the summer of 1965,
17-year-old high school graduate Fred DeLuca was
looking for a way to pay for his university fees.

During a conversation at a barbeque with family friend


Dr Peter Buck, Peter suggested that Fred open a
submarine sandwich shop — having seen a sandwich
shop in his hometown become hugely successful. Peter
lent Fred $1,000, forming a partnership that saw Pete’s
Super Submarines open in August 1965.

Pete’s Super Submarines, 1965, via Stamford Advocate


The duo opened their second shop a year later and
realised that visibility would be key to the success of the
business — the third shop was in a highly visible spot and
still serves sandwiches today. The name was shortened to
Pete’s Subway and the familiar yellow logo was
introduced.

Pete’s Subway
Then in 1968, “Pete’s” was dropped altogether and the
brand became Subway.

Franchising was the next step in the business plan, and


in 1974 the first Subway franchise opened in
Connecticut.

The first Subway logo was used with slight changes until
2002, when the logo we’ll be more familiar with (below)
was introduced.

Subway wordmark, 2002-2016


Single colour variation, 2015-2016
the next stage of the Subway logo evolution was unveiled
last week with somewhat of a return to the original look,
losing the italics and adding more curves.

Subway wordmark, unveiled 2016


Introduction of the new logo
SUBWAY® restaurants, the world’s largest sandwich chain, reveals
a bold update to its iconic logo, along with a powerful new
symbol. Consumers will catch a glimpse of the new logo in ads
airing Friday, Aug. 5.
This is 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 SUBWAY® brand as a delicious,
nutritious and affordable choice for today’s discerning consumers,
and to reach them across all channels, are essential to these
changes.
“We are on an exciting journey to meet the changing tastes of
our guests,” said Suzanne Greco, president and CEO of
SUBWAY® restaurants. “The SUBWAY brand is recognized
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 new logo stands up tall, bold and confident, capturing the
essence of the brand in a fresh, contemporary look. The core
colors have been optimized to live and work across all channels.
And the symbol, a new asset for the brand, distills the iconic
arrows into a powerful and simple mark. Capturing the essence of
the brand in a smaller footprint, the arrows symbolize the choices
SUBWAY® provides its guests.
Subway’s Eat Fresh
It has been a trend in the food industry to include antibiotic-free
meat products. The newest addition to the list is Subway. The
company's motto to "eat fresh" was given a whole new meaning
with the addition of antibiotic-free meat. They added the meat
without changing the price saying that they want to reward
customers with new changes.
The Milford, Connecticut-based fast food chain announced that they
will be launching their antibiotic-free chicken in their new rotiserrie-
style sandwich to its 27,014 branches on March 1. According
to Inquisitr, this will be the very first time an antibiotic-free meat
will be used in their sandwiches. The new rotisserie-style chicken
will be sold for a suggested price of $4.75 for a 6-inch sandwich,
and $7.75 for the foot long.
Individual branches are free to change prices according to their
discretion. It was also said that by April 1, Subway in the United
States will make their grilled chicken strips antibiotic-free.

Subway global dietitian Lanette Kovachi, RDN noticed that the


customers focus on the positive nutrition the food can give them.
And they're sure that the antibiotic-free meat was something the
customers wanted. The company is still making changes and
customers can expect that within the next two to or three years,
they will be using antibiotic-free turkey and antibiotic free beef and
pork by 2025.

In January 2015, Subway stopped using artificial flavors or


preservatives and also promised to remove all the artificial
ingredients in their soup, sandwiches, soups and cookies by the end
of 2016, Fox News reported. According to the American Customer
Satisfaction Index, Subway was at the 77th spot in August. They are
1.3 percent lower than last year and a 6-percent drop from 3 years
ago.
Subway used the slogan “What A Sandwich!” briefly
during the mid-90s. The sandwich shop used other
short-lived slogans until they settled on their current
one, “Eat Fresh.”

Subway's old logo above the new look.


While Subway's positioning has always been "Eat fresh," the new effort
focuses on the company's and its consumers' "appetite for better." In one of
the spots, called "Clean Slate," a heavyset man works out on a treadmill, a
young female football player goes into the game and a dog is rescued from a
shelter as the voice-over talks about its clean food efforts.

The spot ends with "The best way to stay fresh is to never get stale," and
offers the hashtag #SearchforBetter.
WHY DID SUBWAY CHANGE
ITS LOGO AFTER 15
YEARS?
The new logo still had the green and yellow elements only this time it
seemed like they had perfected the style. perhaps this time their RGB
to HEX game is on point. In 2016 Subway took a significant leap by
changing its brand identity. The new logo still had the green and
yellow elements only this time it seemed like they had perfected the
style. The last time the franchise changed its logo was in 2001.

Previously patrons were used to a black font for the old subway logo,
now it is more of a minimalistic design. The arrows on the s in the
beginning and y in the end are still there. The company also came up
with a brand new icon which is an s incorporating both the arrows and
both the colors.

As part of changing their brand identity, they have also added new
items to a premium menu, Subway is considering this revamp the next
big step in the evolution of the sandwich chain.

The president and CEO of subway Suzzane Greco stated that they are
on an exciting new journey as they cater to the changing tastes of the
patrons. She also said that Subway is one brand which is recognized.
The change in the logo will only reinforce the brand’s dedication and
passion for staying forward thinking and fresh. The design is clear,
confident and yet has so much of the old subway log that it has not
lost sight of its heritage and overall brand persona.

Another tricky thing Subway did as part of introducing the new logo
was to advertise it during the opening ceremony of the Olympics on
NBC. As soon as the New Year began every country and franchise
branch had the new logo.

Competitive Edge
There are a lot of reports that also state that the fact of the matter is
that Subway was unable to keep up with competition and in 2015 was
losing out to other chains by 3.4%. The new logo is meant to offer the
sandwich place a fresh new start where they make use of rotisserie
chicken and carved turkey breast. It also has a new tech division
called Subway Digital.

When you compare the new logo with the old subway logo, you will
find that the new one is successfully communicative and harbors a
long-spanned corresponsive identity which is very important when you
are transitioning a brand identity.

History of Subway and the Subway Logo


During the summer of 1965 in Bridgeport Connecticut, a 17-year-old
high- schooler Fred DeLuca wanted a way he could pay for his college
fee. At a barbeque with his family, a friend of the family Dr. Buck
suggested to the teenager that he opens a submarine sandwich shop
as he had seen so many in his hometown open and thrive. The same
doctor lent Deluca a thousand dollars entering into a partnership and
allowing the Submarine shops to open in August 1965.

It only took one year for the pair to open a second shop. This was the
time to make strategic growth plans. They noticed that the key to the
success of the business and a way to make people switch from
competitor brands the needed visibility. So the third shop that they
opened was in a much more visible and familiar spot, that one
franchise is still open today. At the same time, they also decided to
shorten the name of the shop and came up with Pete’s Subway. At the
time they introduced the yellow logo with the arrows around Subway.

In 1968 the brand dropped the word Pete’s and became Subway. At
this point the next step in their business plan was franchising. In 1974
they opened the first Subway franchise in Connecticut.

In 2002 they introduced the more dominant logo that we remember


with the white and yellow font. In 2015 the brand played and
experimented with slight variations which felt like an attempt to return
to

the original look. The new logo has no italics, and have more of the
curves that were present in the font of Pete’s Subway.
Why are there Arrows in the Subway Logo

The story behind the arrows in the Subway logo is fascinating. Out of
all the things in the logo, the arrows are the one thing that remained
constant throughout. The arrows denote an essential quality of the
franchise that you can have a sandwich on the go with ease. The arrow
on the S represents entrance, and the arrow on Y represents the exit
from Subway. It makes it one of the most unique things about the
brand that is recognized all over the world.The number’s stats are
provide by our friends at HattanMedia

Today Subway employs 450,000 people in 44000 outlets across 111


countries. Forbes states that Peter Buck accumulated a fortune worth
3.6 billion USD. Fred DeLuca died in 2015 at the age of 67, his net
worth was 3.5 billion USD.
Subway has refreshed its logo to convey
that its food, also, is fresh.
The Subway logo, which is the word "Subway" with arrows
pointing out of the first and last letters, is now yellow and
green without the dark border.
A Subway spokeswoman said the new logo is "a reflection of
the colorful array of fresh vegetables and other ingredients" at
a Subway shop.
She also said the yellow-green is "a way to refresh our look
while remaining true to the brand's roots by using the vibrant
color palette of the mid '60s when we were founded."
Subway Logo Design
History and Evolution
Subway Logo Design Elements
The current Subway logo is incredibly simple, but in
that simplicity lies a fantastic marketing strategy. By
leaving nothing to the casual observer but the name,
Subway has been able to indelibly link a pair of major
colors and a pair of arrows in the public eye.

The major shape of the logo is nothing more than the


words SUBWAY with an arrow on the S and the Y.
These arrows represent movement and speed, both
elements that are meant to portray Subway as the
restaurant of active patrons. Though never overt, the
shape helps to subconsciously link the company with
healthy activity.

The font and color are two consistent elements


throughout the year. The simple, blocky letters make
it very easy to identify as Subway from the road or
mall walkway, helping to draw in customers. The
colors, yellow and green, are indicative of health
foods – something that works well with Subway’s
major goal of positioning itself as a leader in the world
of healthy eating.
Changes and Evolution

Source

Shape
The initial shape of the Pete’s Subway logo has little
in common with the modern logo, save for the arrows
on the word Subway. By 1968, though, the shape
mostly solidifies with the word SUBWAY and the
arrows as the major element. These elements
consistently helped remind the public that Subway
was a restaurant for those who were active and on
the move, helping to reinforce how different it was
from traditional fast food. The only major shape
change since 1968 has been the dropping of the oval
background, leaving the word SUBWAY alone in the
logo.

Color
Subway initially used a dark yellow font, which was
easily seen on its first storefront. By the time its
second logo rolled around, the yellow would be
brightened and paired with white and placed on a
green background – all colors that represented health.
These three colors would remain as the years went
by, first by moving green to an outline and then to
the secondary color of the logo. This kept Subway’s
commitment to freshness and healthy ingredients in
the public eye.

Font
The initial Subway logo featured a common 1960s
font, featuring not only the Subway name but rather
the full name of the restaurant – Pete’s Subway. In
1968, the logo’s font changed slightly, dropping
‘Pete’s’ but keeping the arrows on the letters. By
1982, the company dropped the background and
italicized the font. By 2016, the italicization was
dropped and simplified to a look reminiscent of the
1968 logo without the green background.
‘Eat fresh’
Subway updated its main slogan in 2000, leaning further into the
idea of being a healthy alternative and aligning the brand with
growing customer interest in transparency and quality ingredients.
Most terms that speak to the quality and health of food can also be
applied to audience data. Brands need to ensure that they are getting
fresh data – the more recent the information, the more likely the
consumers within a given segment are still actively pursuing or
considering a purchase. Incredible advancements in machine
learning and recent engineering breakthroughs mean that stale
audience segments should be a thing of the past. Transparency
matters too. With regulations like GDPR and CCPA, it’s imperative
that brands and agencies understand how segments are assembled
and where the data comes from.

‘$5 footlong’
In 2008, Subway kicked off one of the most famous fast food
promotions ever: for a limited time, all foot-long sandwiches were
available for just $5. The timing was perfect, aligning with a
massive economic recession, and the message was simple. What
better way to win the hearts and minds of consumers then giving
them something healthy at an easy to remember the price?

Data pricing is admittedly a little more complicated than a $5 sub,


but not exponentially so. At a high level, all audience data should be
simple and affordable, whether it’s priced at a flat CPM or percent
of media.

Yes, the best audience data likely costs more, but when that comes
with the transparency and freshness discussed above, it’s easy to
understand where the investment is going. Consider at the time that
Subway was competing with $1 menus from its fast-food
competitors. These restaurants offered no transparency and no sense
of freshness. Good for the wallet? Yes. Good for the stomach?
Probably not. Data is no different.
‘Make it what you want’
The latest Subway slogan debuted in early 2018, aligning with a
growing consumer need for individuality and customization. The
chain always let customers build their own sandwiches, but now it
promotes the fact that it can deliver a unique taste to every single
diner.

That promise should sound familiar to anyone who’s ever executed


a programmatic buy. Audience data moves brands away from
demographic-based scale buys and delivers the message to highly-
specific segments. Data buyers should be shopping for
customization, so that they can reach the audiences that best align
with their brand. Whether it’s customized by modeling first-party
data, or through leveraging a data partner’s raw data assets,
customization will allow buyers to build audiences that precisely
match campaign goals.

For more than two decades, Subway has pushed a message of


quality, freshness, value and customization. Those are exactly the
same criteria advertisers are looking for when they buy data. They
want to purchase audiences of the utmost quality, tuned and updated
frequently to maintain relevance, priced in a simple and efficient
way to increase ROI, and customized just the way they want.
1985–1990: “My Way”

1990–1995: “The Place Where Fresh is the Taste”

1994–1995: “What a Sandwich”

1995–1996: “Righ Before Your Eyes”

1996–2000: “The Way A Sandwich Should Be”

2000–2017: “Eat Fresh”

2004–2017: “Choose Well”

2008–2017 (Canada): “Think Fresh. Eat Fresh”

2006–2017 (Australia): “Fresh is best”