Subway Visual Identity System (VIS)

Subway® Brand Guidelines
Version 1.0
Welcome 2
Now serving: Our new visual identity system is a bold,

vibrant update to the brand. It is firmly
sandwiched between our history and
the new Subway ® long-term future.
visual identity.
Use this guide as inspiration to help you
consistently create experiences for all
of those who see, smell, hear, taste and
touch the Subway® brand.
Menu board of contents 3
Menu board 4
7
Brand positioning
Design principles
of contents 12 Brand marks

41 Color
57 Typography
65 Tone of voice
71 Imagery
84 Iconography
88 Layouts
104 Gallery
123 Contacts
Brand
positioning
Brand positioning Overview 5
Our brand’s Brand goal

To be #1 in Quick Service Restaurants by delivering top sales,
positioning high customer counts and an excellent customer experience.
is accessible Our purpose

Inspire members of the Subway® Family to Create Great.
quality. We will do this by:

Embracing opportunities
Crafting craveable, nutritious and affordable sandwiches
Delivering a superior customer experience
Being a trusted community partner
Our promise
Inspiring you to live a vibrant lifestyle by providing nutritious
food that is affordable and easy to find. It’s a chance to seize
the moment because every good choice makes a difference.
Eat Fresh. Live Fresh.
Section: Subsection 6
Our brand’s Subway® is for people who are seeking a meal choice
that they can feel great about.
positioning Subway® is “the” sandwich shop.
statement:
We offer the ideal combination of quality and value.
Our consumer’s understand that a delicious sandwich

with fresh ingredients should be for all.
Everyone can have easy access to the quality of food

they deserve.
Design
principles
Design principles 8
Our design principles

help to maintain a
connection to the
brand positioning
and guide our artistry.
Design principles 9
Limitless vitality
Every interaction with the
Subway® brand is an opportunity
for nourishment—both physical
and mental. We use a tasty
approach to color—delicious
imagery that tells a story and
a bold, sweet new use of our
logotype and brand marks.
Design principles 10
Progressive balance
Yellow and/or green, healthy
and/or indulgent, this way
and/or that—we always find
new ways to strike the perfect
balance and cater to our guests
so that they can do the same.
Design principles 11
Purposeful craft
Subway® Sandwich Artists™
and our guests make carefully
considered choices when creating
the best subs possible.
We do the same with our visual
identity—crafting all of our assets
with the utmost care and penning
equally thoughtful messaging.
Brand
marks
Brand marks Logotype 13
Looking back so we can

move forward
Carefully crafted, the groovy
letterforms of the ’60s have
been made more modern and
confident.
The Subway® arrows pull us
from the past and move us into
the future.
Our logotype is the clearest
designation of the brand
and should be found in all key
creative work—including our
restaurant signage, website,
advertising, OOH, packaging and
first encounters with the brand.
Add a bit of personal space

Clear space is equal to the
width of the stem of the “U”
in the logotype.
The minimum size is 5 mm. x
Measure the height from the
lower point of the arrow on x
the “S” and the top point of

the arrow on the “Y.” 5 mm (14 pixels) = minimum height
Primary logotype
Our primary logotype should
be used in most instances. It
works on a wide variety of
backgrounds.
Secondary logotype
Our secondary logotype is used
in limited instances, such as
when the primary version does
not work on certain colors or
backgrounds, such as white.
Background colors
Never use the logotype over
Subway® yellow or Lettuce green.
With either color option,
the forward-pointing arrow
of the logotype should always
have the greatest contrast
against any background color.
The entire logotype
should always be legible
against backgrounds.
Note: Using orange as a background color may not result
in optimal legibility.
Background surfaces The primary yellow-and-white logotype The primary yellow-and-white logotype The primary yellow-and-white logotype
is used on dark steel surfaces. is used on wood surfaces. is used on brick surfaces.
With either color option, the
forward-pointing arrow of the
logotype should always have
the greatest contrast against
any background surface.
The entire logotype should
be legible against surfaces.
The secondary yellow-and-green The secondary yellow-and-green

logotype is used on light steel surfaces. logotype is used on light stucco surfaces.
One-Color logotypes The black logotype is used when

color isn’t available.
One-color Subway® logotypes

are reserved for situations where
printing capabilities are limited—
such as coupons, smart receipts,
sponsorship, partnerships and
premium items.
Use the black logotype when color
isn’t available.
The green logotype is used when
Choose the green logotype when printing capabilities are limited.
color is an option and there are
one-color-printing constraints.
If there is a use case that is not
covered here, please contact
your brand team for guidance.
Logotype placement In most cases, the logotype should be placed

in one of the four corners of the design.
In most cases, the logotype is

placed in one of the four corners
of a layout, within the margins.
It should not be placed in other
locations unless it is supplied
as such in approved artwork.
Global logotypes Arabic Russian/Cyrillic
We are a global brand with

global logos. Use the appropriate
logotype for your region. If you
don’t find what you need, reach
out to StudioS@subway.com.
Arabic Russian/Cyrillic
Logotype lock-ups with Horizontal partner lock-up spacing
horizontal partner logos

y
When using the Subway®
logotype with a horizontal .5 y
partner logo, the forward-

facing arrow should always
point toward the partner logo.
The partner logo should align
with the cap height and baseline Horizontal partner lock-up clear space
of the Subway® logotype (y).

Use these examples as a guide
when creating new horizontal
partner lock-ups. x
x
Please reference page 96 for
a partner layout example.
Logotype lock-ups with Vertical partner lock-up spacing
vertical partner logos

y
When using the Subway®
logotype with a vertical partner .5 y
logo, the forward-facing arrow

should always point toward the
partner logo.
The partner logo should
not overpower the Subway® Vertical partner lock-up clear space
logotype.
Use these examples as a guide
when creating new vertical
partner lock-ups. x
x
Brand marks Sub-brands 23
Sub-brand lock-ups
Sub-brands are typically
provided as artwork. They
should not be altered.
Sub-brand lock-ups
Sub-brands are typically
provided as artwork. They
should not be altered.
Creating sub-brand lock-ups Sub-brand lock-up spacing
When it is necessary to create

a new sub-brand lock-up, use y
the Subway® logotype as the .25 y

basis and Subway® Footlong for .5 y
the typography. The sub-brand

lock-up must be approved by
the ARB team.
Sub-brand lock-up clear space
x
x
Brand marks Logotype do nots 26
Do not outline the logotype. Do not flip the color order in Do not use a single-color Do not change logotype colors. Do not recreate the logotype Do not use the logotype
the logotype. logotype—unless print or alter it in any way. in a containing shape.
limitations require all black
or all white.
Do not apply drop shadows or Do not italicize the logotype. Do not crop the logotype Do not break the logotype apart Do not hyphenate the logotype. Do not use the logotype over
special effects to the logotype. or isolate SUB (or WAY). in any way. images that make it illegible.
Fresh Buzz
Do not use the one-color logo in Do not change lock-up
applications where the full-color proportions.
logo can be used.
Brand marks Choice Mark 27
You can’t spell “choose”

without an “S”
The Choice Mark is the newest
visual item on the Subway®
brand menu. It is derived
from our updated logotype
and moves our brand forward
toward simplification.
Our new mark represents the
customized Subway® experience.
It empowers our consumers to
make enjoyable choices.
The Choice Mark is used to tell
a story, for example, conveying
a choice between two options:
“healthy” and “indulgent” using
typography or imagery.
Use the mark for small digital
formats and options for premium
merchandise.
Some personal space, please

Clear space is equal to the x
thickness of the arrow arm
of the Choice Mark.
Measure the height as the
distance from the top point of
the upper arrow to the bottom
point of the lower arrow to
ensure that the Choice Mark
is at least this size.
12 mm (34 pixels) =
minimum height
Primary Choice Mark

The primary Choice Mark is used
in most instances. It works on a
wide variety of backgrounds.
Secondary Choice Mark

Our secondary Choice Mark
is used in limited instances, such
as when the primary version does
not work well on certain colors
or backgrounds, such as white.
Background colors
Never use the Choice Mark over
Subway® yellow or Lettuce green.
forward-pointing arrow of our
Choice Mark should always
against any background color.
The entire Choice Mark
should always be legible
against backgrounds.
Note: Using orange as a background color may
not result in optimal legibility.
Background surfaces The primary yellow-and-white Choice Mark

is used on dark steel surfaces.
The primary yellow-and-white Choice Mark
is used on wood surfaces.
The primary yellow-and-white Choice Mark
is used on brick surfaces.

forward-pointing arrow of
the Choice Mark should always
against any background surface.
The entire Choice Mark should
be legible against surfaces.
The secondary yellow-and-green Choice The secondary yellow-and-green Choice

Mark is used on light steel surfaces. Mark is used on light stucco surfaces.
One-Color Choice Marks The black Choice Mark is used when

One-color Subway® Choice Marks

are reserved for situations where
printing capabilities are limited—
such as coupons, smart receipts,
sponsorship, partnerships and
premium items.
Use the black Choice Mark when
The green Choice Mark is used when
Choose the green Choice Mark printing capabilities are limited.
when color is an option and there
are one-color-printing constraints.
If there is a use case that is not
covered here, please contact
your brand team for guidance.
The Choice Mark and messaging y

Hello
Follow the diagram to the right y
when placing opposing copy.
Use the Subway® Footlong font
for the typography.
The typographic height of the Goodbye y
capital letters in the messaging
is determined by the central
square space between the two
arrows, indicated here with a “y.”
Each side should offer opposing
choices. See more details in the
Tone of voice section (page 65).
Messaging clear space

x Hello
It is important to use plenty
of clear space to ensure that
Choice Mark messaging is
loud and clear.
Goodbye
Hello
20 mm (56 pixels) =
minimum height
Goodbye
Choosing how to use

the Choice Mark
The Choice Mark is used to
express options within imagery
and for opposing choices within
typography.
Hello
Goodbye
Brand marks Do nots 36
Do not outline the Do not flip the color order Do not create one-color Do not change the Do not recreate the Choice Mark Do not use the Choice Mark
Choice Mark. in the Choice Mark. Choice Marks—use provided Choice Mark colors. or alter it in any way. in a containing shape.
art when there are printing
constraints.
Do not use drop shadows Do not italicize the Do not crop the Choice Mark. Do not create new patterns Do not use imagery within Do not use the Choice Mark over
or special effects on the Choice Mark. with the Choice Mark—use only the Choice Mark. images that make it illegible.
Choice Mark. supplied pattern art.
Hello Hello
Goodbye Goodbye
Do not lock up the Choice Mark Do not change the size of the Do not change the color of the
with the logotype. type used with the Choice Mark. type used with the Choice Mark.
Brand marks Choice Mark + logotype 37
Logotype, meet the Choice Mark.

And vice versa.
The logotype and Choice Mark
will be the two identifiable
marks of the brand, in the same
way that our Footlong and
Six-inch sandwiches are Subway®
restaurants’ two most iconic
menu items. These two marks
play different roles in the system
and when used together need
to be placed purposefully.
Never, under any circumstance,
should the Choice Mark be
locked up with the logotype.
That would be like smashing
together our two signature
sub sizes to create an ugly 18”
Frankenstein sandwich.
Brand marks Choice Mark + logotype 38
Choice Mark + logotype usage

The Subway® logotype and the
new Choice Mark should be Main narrative device
paired to build brand recognition
for our new mark. They reinforce
and support each other, much like
Sign-off
how our oven-baked breads do
with all of our other ingredients.
When the logotype and Choice
Mark are used within the same
creative, give them distinct roles,
such as using the logotype as a
sign-off and showing choice with
the Choice Mark.
Front Back
Brand marks End tag 39
End tag proportions

Static and animated end tags
of the logotype and Choice Mark
are the sign-offs for all Subway®
messaging.
The Subway® logotype is set
at 33.3% of the screen width
and is centered both vertically
and horizontally. 33.3%
The end frame scale of the

Choice Mark matches the height
of the logotype and is centered
both vertically and horizontally.
Note: If you end over film, be sure the mark is legible.
Brand marks Animation 40
Animated brand marks

Our animated brand marks
represent the future of the
brand. The Subway® logotype
seamlessly transitions to the
Choice Mark.
Use only supplied brand mark
animations. When editing is
required, contact the brand
team for approval and guidance.
Note: If you end over film, be sure the mark is legible and
has the right amount of clear space.
The secondary yellow-and-green logotype The primary yellow-and-white logotype The primary yellow-and-white logotype
is used on light backgrounds. is used on mid-toned backgrounds. is used on dark backgrounds.
Color
Section: Subsection
Color 42
Color
Our primary palette—a bold
combo of Subway® green,
Subway® yellow and white—
is what makes us, us.
Always strive for a healthy
mix of all three colors. This
is especially important for
introductions to the brand
and for key interactions.
Our secondary color palette
adds vibrancy to our brand.
Secondary colors are used to
support our primary palette—
they should never overpower
our primary colors.
Color Primary + secondary 43
Primary Subway® green

(PMS 2426 C)
Subway® yellow
(PMS 7548 C)
White
Our primary palette is one of our CMYK CMYK CMYK

87/13/100/12 0/29/100/0 0/0/0/0
core brand assets. It includes
RGB RGB RGB
Subway® green, Subway® yellow 2/137/64 255/194/13 255/255/255
and white. Use these colors in HEX HEX HEX

028940 FFC20D FFFFFF
most cases.
Secondary
Like our primary palette, our
vibrant secondary colors are
also inspired by our ingredients.
They should not overpower
primary Subway® green or
Subway® yellow.
Secondary colors are only
used to support our primary
color palette. Water blue
(PMS 2202 C)
Lettuce green
(PMS 3561 C)
Spinach green
(PMS 3425 C)
Onion purple
(PMS 2607 C)
Carrot orange
(PMS 151 C)
Tomato red
(PMS 172 C)
CMYK CMYK CMYK CMYK CMYK CMYK

91/8/2/1 53/0/100/0 96/30/92/27 71/98/1/20 0/62/98/0 0/79/100/0
RGB RGB RGB RGB RGB RGB

0/167/233 139/205/50 0/98/48 76/0/106 255/130/0 222/56/4
HEX HEX HEX HEX HEX HEX

00A7E9 8BCD32 006230 4C006A FF8200 DE3804
Color Balance 44
Balance
Use this guide to create the
correct color balance throughout
the brand. Subway® green should
be present in most instances
of the brand, with a healthy mix
of Subway® yellow-and-white.
Secondary colors are used to
support our primary palette.
They should be used only as
background colors in imagery,
a personalized touch (e.g., name
badges), limited editions or to
communicate options.
Color + typography 45
Color + typography Legible: Not legible:
White Water blue

A combination of the primary
colors white, Subway® green Subway® yellow Lettuce green
and Subway® yellow is used Spinach green
in typography.
Onion purple
However, there will be
opportunities for headlines Carrot orange
and subheads to use other Tomato red
colors from our palette.
The examples to the right
show the most and least
legible combinations.
Subway® green White

colors white, Subway® green Tomato red Water blue
and Subway® yellow is used Onion purple Lettuce green
in typography.
Spinach green Carrot orange
opportunities for headlines
and subheads to use other
White Subway® green

colors white, Subway® green Subway® yellow Water blue
in typography.
Spinach green
opportunities for headlines Carrot orange

in typography.
Spinach green
opportunities for headlines Tomato red

colors white, Subway® green Subway® yellow Lettuce green
and Subway® yellow is used Tomato red Spinach green
in typography.
Carrot orange
opportunities for headlines Water blue

and Subway® yellow is used Carrot orange Onion purple
in typography.
Lettuce green Tomato red
opportunities for headlines
Onion purple White

colors white, Subway® green Spinach green Subway® green
and Subway® yellow is used Lettuce Green Subway® yellow
in typography.
Water blue
opportunities for headlines Tomato red
and subheads to use other Carrot orangeLettuce
colors from our palette. Green
Onion purple White

colors white, Subway® green Subway® green
and Subway® yellow is used Subway® yellow
in typography.
Lettuce green
opportunities for headlines Spinach green
and subheads to use other Carrot orange
Tomato red
Subway® green Subway® yellow

colors white, Subway® green Tomato red Water blue
and Subway® yellow is used Carrot orange Lettuce green
in typography.
Onion purple
opportunities for headlines Spinach green
Typography Digital treatment 54
Digital treatment starters ADA-compliant colors: ADA-compliant colors contrast:
Additional typographic color

Onion purple
considerations are required for White
digital screens to meet ADA Spinach green
compliancy. White
Subway® green
The Subway® Footlong font is the Tomato red White
prefered font for digital settings
and The Subway® Six-inch font White
should be used sparingly.
Stay tuned. More treatments are
being developed and tested.
Subway yellow
®
Subway yellow
®
Color + typography exceptions

While some of our colors are
Subway green
®
difficult to read at small scale,
they may work well for headline
type that is set at more than Lettuce green
42 points.
The examples to the right show
these exceptions. Water blue
Note: These color combinations are not for use
under 42 points.
Water blue
White
White
White
Color Do nots 56
Do not use the logotype on a Do not use the logotype on Do not use the Choice Mark on Do not use the Choice Mark Do not place two colors next Do not create new colors.
Subway® yellow background. a Lettuce green background. a Subway® yellow background. on a Lettuce green background. to each other that vibrate.
Lorem ipsum
dolor sit
Do not use illegible color

pairings with typography.
Typography
Typography Introducing 58
Two new fonts just

Introducing
Subway® Footlong
Subway® Six-inch
Introducing our new custom
fonts—Subway® Footlong
and Subway® Six-inch. They
for Subway®
are inspired by our logotype—

bold, clear and easy to read.
Typography Using our fonts 59
Using our fonts

The Subway® Footlong font
Subway® Footlong
should be used for headlines,
subheads and emphasis within
abcdefghijklmnopqrs
body copy. tuvwxyz1234567890
The Subway® Six-inch font
should be used for body copy, ABCDEFGHIJKLMNO
legal copy and captions.
The two fonts are combined
PQRSTUVWXYZ
with color and scale to create
a distinct hierarchy.
Subway® Six-inch
abcdefghijklmnopqrs
tuvwxyz1234567890
ABCDEFGHIJKLMNO
PQRSTUVWXYZ
Typography Line spacing 60
Line spacing Large type is between 43–96 points
Using proper leading ensures

our typography has a consistent
look throughout the brand.
Large type uses
Leading values are provided
here for typical type sizes.
When in doubt, use auto settings.
6 points of leading.
For very large type sizes use
10 points of leading or the Medium type is between 20–42 points
auto setting.
Medium type sizes use
4 points of leading.
Small type size is smaller than 14 points
Small uses 3 points of leading. Dellor aditae pla quam etur, nihita
duntio ent idundaessit aborerumenis deleces modiam fugitinimet.
Typography Letterspacing 61
Letterspacing Large type is between 43–96 points
Our fonts have letterspacing

built in, so no special kerning
or tracking is required.
Letterspacing is
To make the most of this feature,
make sure your settings are
metric rather than optical.
set to 0 and no
kerning is required.
Medium type is between 20–42 points
Letterspacing is set to 0.
Small type size is smaller than 14 points
Letterspacing is set to 0.
Typography Alignment 62
Align
Alignment
Use left-aligned type in all
layouts. This alignment brings
a modernity into the Subway®
system and should be used
consistently.
copy to
the left.
Avoid using right and center
alignment unless the format
absolutely needs it.
Consistent use of left-aligned

type is a defining feature in the
new Subway® visual identity.
Typography Sentence case 63
Always set type

Sentence case
Consistent use of sentence case
is another defining feature in the
Subway® visual identity.
Do not use title case or all caps
unless it is legally required or
in sentence case.
grammatically accurate.
Consistent use of sentence case in

type is a defining feature in the new
Subway® visual identity.
Typography Do nots 64
Nume core, ut am, ipsam,
Subway® consequibus Nume core, ut

am, ipsam, conseam, ipsam,
MORE THAN More Than More than Call in
sandwiches consequibus ut am, ipsam,
consequibus. Em nosande
JUST MEALS Just Meals just meals! the subs!
are the best.
voluptam, quaerfe rcianduci
dipicia con num fugia tiunt
ra ercipsum vidus et ut.
Do not use the Subway® Do not use the Subway® Do not use all caps Do not use initial caps Do not accent type with Do not overly
Six-inch font for headlines. Footlong font for long for headlines. for every word in a headline. secondary colors, only primary. track out type.
body copy.
Go ahead Find
Type Type and enjoy your
rewards
your closest
location
Do not treat type Do not use white type Do not use yellow type Do not use centered Do not put typography over
with gradients. on yellow at small scale. on white at small scale. alignments. any imagery.
Tone of voice
Tone of voice Talk the talk 66
Don’t say
Talk the talk
There is the right way to write
in our new brand voice and there
are plenty of wrong ways.
fresh.
Mostly it comes down to being
fresh instead of saying that
we are. It’s about writing in the
way that people talk in real life:
casually, with a bit of wit and
Be fresh.
a wink sprinkled in.
It’s all about how our food tastes
and how our new identity makes
our customers feel.
This new approach moves us
out of the past and ahead of
our competition.
Tone of voice Dos and do nots 67
Tone of voice dos and do nots Write like this: Not like this:
Fun Fake fun e.g., !!!!)

There is the right way to write
in our new brand voice and there Smart Clever
are plenty of wrong ways.
Classy Cheesy
Conversational Forced
Fresh Stale
Positive Preachy
Playful Earnest
Original On the nose
Short/punchy More than six words
Feeling/experience Food-/ingredient-focused
Real Artificial marketing talk
Upbeat Annoying
Novel Dated
Tone of voice Things to avoid 68
Things to avoid Write like this: Not like this:
WAY to eat right Appease your appetite

There are some universal rules
(messaging) (alliteration)
when it comes to copywriting,
and the Subway® brand voice
should follow them without The reward for eating A sweet treat for you
fail. While parents may remark your veggies (rhyme)
how clever jokes involving puns, (cookie bag)
rhymes and clichés are, our tone Fresh soup/fresh coffee
of voice aspires to be smarter WAY hot (“fresh” is stale)
when it comes to amusing our (soup/coffee cup)
audience. With that in mind, here
The To Go WAY
are samples of crafted copy vs.
WAY to go (unoriginal)
writing that requires more time
(to go/sleeve)
in the oven.
Add some color to
Apply some color your palate
(veggie station) (pun)
Tone of voice Choice Mark 69
Using copy with the Choice Mark Use like this: Not like this:
In a word or two: one or two

words (on either side). Think of Open Summer
it as a fun yin and yang exercise.
Sometimes the word pairings
are the exact opposites of one Closed Enjoy
another. And sometimes the
second one is a curveball relative
to the first.
Our ingredients Limited time
Either way, the Choice Mark
is never to be used as a pause
between single thoughts, but Your masterpiece $5 for
rather as a clear dividing line
between different ideas. Most
importantly, word pairings
should always make sense given Ice Chorizo sub
the context of where or on what

they appear.
No ice Introducing new
Imagery
Imagery Core imagery 71
Core imagery
Taste appeal and our guests’
emotional connection are at the
heart of our bold new imagery.
Our ingredients are shown in
their most delicious form on
backgrounds pulled from our
color palette, allowing each
to boldly stand out.
Angled
To the right are five examples of
our angled sandwich images set
on backgrounds which emphasize
appetite appeal.
The sandwich angles provide
the clearest view of our fresh
ingredients.
Core sandwich imagery is
provided artwork and should
not be altered.
It is ideal to use the shown
background colors with these
corresponding sandwiches.
If backgrounds require editing,
refer to page 75 for more detail.
Download assets here:
Partners/FAFimagelibrary/newVIS
Straight
To the right are five examples
of our straight sandwich
imagery. This angle provides
more flexibility for layouts.
Core sandwich imagery is
provided artwork and should
not be altered.
Picking which version to use

The angled core imagery provides
the most appetizing view of our
sandwiches, but does not work in
every format.
Choose images that are optimized
for the format. On this page you
see that the straight view works
better for long, horizontal formats.
Swapping background colors

Images in the Subway® library
have been shot on purposefully-
chosen background colors.
If necessary, the background
combos can be swapped with
supplied background options.
However, be mindful that our
specific background colors Original image Do not change color combinations or horizon lines.
are reflected in our sandwich

imagery. A sandwich shot on Dark green core Light green core Yellow core Orange core Purple core
green would not be ideal on a background background background background background
purple background.
The background color combos
shown here are supplied as art.
Do not make up new combos or
alter colors.
Use the above color combinations for swapping backgrounds. These are provided as assets and should not be altered.
Billboarding
Another technique for the
straight sandwich imagery is
billboarding. This technique
provides an opportunity to
showcase the wide variety of
choices at Subway® restaurants.
When billboarding core imagery,
use contrasting background
colors for maximum impact.
Sandwiches should be carefully
lined up at the top and bottom.
This technique works best when
there are at least three types of
sandwiches.
Imagery Storytelling 77
Storytelling
Our new imagery shows our
whole, natural ingredients in
their most tasteful forms.
By using contrasting color
backgrounds and arranging
ingredients to create delicious
new meanings, our imagery
can help communicate a healthy
variety of brand messages.
Imagery Storytelling
Storytelling imagery
This imagery communicates brand
stories and builds an emotional
connection with the guest by
showing Subway® ingredients in
unique new ways. Use this imagery
when trying to build brand love
in the community.
Storytelling imagery is provided
artwork and should not be altered.
Imagery Storytelling 79
Choice Heart healthy Favorites Choice Breakfast
Telling a story
Each image in our storytelling
library can be used to communicate
different brand messages. For Location Choice Music Kid’s meal Location
instance, the rabbit ears and

pinwheel images can both be used
to communicate “kid’s meal.”
Make sure to use relevant copy with
imagery to tell a complete story.
Under construction Social sharing Conversations Balance Late night
Storytelling imagery is provided
artwork, should not be altered and
the library is growing.
Kid’s meal Stay cool Refreshment Fresh Fit® Music
Delivery Holiday Breakfast Kid’s meal Navigation

Imagery Limited-time offer 80
Core LTO imagery

Like our core imagery, our
new limited-time offer (LTO)
imagery appeals to our guests
by showcasing our ingredients
in their most delicious forms.
Backgrounds pull from our vivid
color palette while also being
staged with our packaging.
Look for future guidance on
concepting and photographing
new offerings.
Imagery Limited-time offer 81
Core LTO usage

LTO imagery takes our core style
and pairs it with packaging to
stage a scene that highlights our
LTO sandwich.
Components of the imagery are
carefully composed to fit with
the layouts needed for a specific
campaign’s messaging.
Added appetite cues are the
finishing touches, such as crumbs
and condensation.
Imagery Do nots 82
Do not combine photographs. Do not skew imagery. Do not over crop imagery. Do not rotate imagery. Do not add motion blurs to Do not create or compose
any piece of imagery. multiple pieces of imagery.
Meatball Fresh Fit®

marinara
Do not crowd imagery with Do not add to or alter any Do not bleed imagery off the Do not alter background Do not use images for Do not use aerial imagery.
promotional copy. imagery (e.g., adding the background. colors without a retoucher. wrong meanings.
dripping sauce).
Do not clip out imagery. Do not use stock imagery. Do not create heavy Do not use unnatural surfaces Do not add any non-packaging
gradients in backgrounds. in backgrounds. elements to LTO or Meal Deal
imagery.
Iconography
Iconography Two types 84
Iconography
Our new Subway® icons are an
ownable equity of our brand.
They use our ingredients in a way
that creates new meaning—and Six-inch and Footlong Map location Hot sandwich
they are instantly recognizable.
Subway® icons should be used

sparingly, meaningfully, and
not as decoration or illustration.
Use them as they are provided,
without alteration. Six-inch and Footlong Map location Hot sandwich
Iconography Usage 85
Always designate
An icon should exist only if it
actively designates a clear
narrative such as “Map location”
or “Sustainable story.”
Invest and educate

For education required icons,
utilize messaging tools like our
website to educate consumers
on the meaning of the icon.
After a period of time, they will
build recognition and be quickly
understood.
No pairing
Never pair an icon with imagery
or descriptor copy.
Instant recognition example
Iconography Do nots 86
Hot
Do not create new iconography Do not make iconography Do not change the color Do not put iconography Do not add typography to Do not add anything
styles. translucent. of iconography. on color backgrounds. iconography. to iconography.
Our subs
has over 2
servings of
Find a location veggies.
Do not create patterns. Do not use iconography when Do not use iconographic style Do not lock up iconography Do not lock up iconography
imagery will communicate the to disrupt backgrounds. in typographic arrangements. as an illustration.
desired messaging.
Layouts
Layouts 88
Layouts
Designing consistent layouts
ensures that our new visual
identity is recognizable across
all Subway® layouts. This section
explains the fundamentals of
creating 2D layouts by using
brand assets in ways that are
bold and distinct.
Lorem ipsum dolor

Layouts Grid 89
Grid
The foundation of our layouts
is a simple, flexible grid system.
A grid helps to align design
elements within a layout and
across campaign layouts.
Our grids use minimal margins
to position design elements
toward the edges of layouts.
This design approach puts the
focus on our imagery.
Layouts Grid 90
Creating margins in Illustrator

1) Draw a box matching the size
of your artboard.
Margin size is between
2) Multiply the box width by 2–6% of the width of
the layout.
2–6% (e.g., 2%=0.02). This - Most layouts use
measurement is the margin 2–4% margins.
width for your layout. Copy - Large layouts like

billboards or signage
this number. can use 5–6% margins.
3) Now, once more, draw a box

matching the size of your
artboard. Select from the
menu Object > Path > Offset
Path and enter the width of
the margin, but as a negative
number. A smaller box will
appear inside of your artboard.
This smaller box represents
your margin.
Note: Refer to page 92 for building margins using InDesign.
Layouts Grid 91
Vertical layouts use

4 columns.
Creating grids in Illustrator
1) Divide the margin width in half.
This new measurement is your
gutter size. Copy the size of
the gutter. This layout uses 6 rows to
form square-like modules.
2) Select the new margin and
go to Object > Path > Split
into Grid. Enter the number
of columns based on the
layout shape, including your
gutter size.
Here’s a nice guide for columns:
– 2 for narrow vertical
– 4 for vertical or square
– 8 for wide horizontal
Enter a number for rows
(make sure to add your gutter
size) to create square-like
modules.
Note: Refer to the extreme vertical or horizontal

layouts on page 102.
Layouts Grid 92
Creating margins in InDesign

1) Create a new document with
your intended page size. In the
Margin size is between
margins section enter the width 2–6% of the width of
of the page size and multiply the layout.
by 2–6% (e.g., 2%=0.02) to - Most layouts use

2–4% margins.
create your margins. Copy the - Large layouts like
size of the margin. billboards or signage
can use 5–6% margins.
2) Select from the menu Layout >

Margins and Columns and paste
the margin measurement.
Note: Refer to page 91 for building margins using Illustrator.
Layouts Grid 93
Vertical layouts use

4 columns.
Creating grids in InDesign
1) Take the margin measurements
and divide it in half. This new
measurement is your gutter
size. Copy this number. This layout uses 6 rows to
form square-like modules.
2) Now go into Layout >
Create Guides, click the
Preview button and fit
your guides to margins.
Enter your gutter size.
Here’s a nice guide for columns:
– 2 for narrow vertical
– 4 for vertical or square
– 8 for wide horizontal
Enter a number for rows
(make sure to add your gutter
size) to create square-like
modules.
Note: Refer to the extreme vertical or horizontal

layouts on page 101.
Layouts Tagline 94
Tagline
Our purest and most brand-
focused layout uses a simple
tagline and storytelling image.
Imagery
(Storytelling image at full
bleed in this example)
Tagline
(same cap height as the logotype)
Lorem ipsum dolor elit Logotype

(always 1 column)
Layouts Typography in the grid 95
Typography in the grid

This example shows how Headline
(4 columns in the example)
typography fits within the
grid’s columns and rows.
Typographic elements of the
layout include headlines,
subheads and body copy. Subhead
(2 columns in this example)
In this example, all elements Body copy
are left aligned to the margin. (2 columns in this example)
Imagery
(Full-bleed core image)
Logotype
(always 1 column)
Layouts Typography in the grid 96
Typography in the grid

Partner logo
Content does not always need (same cap height as logotype)
Logotype
to be aligned with the outer (always 1 column)
margins of the grid. A good way
Headline
to break up the information (2 columns in this example)
and allow for new alignments,
such as partnership branding,
is to align content in various
quadrants of the grid.
Body copy
(2 columns in this example)
Imagery
(image cropped with generous
negative space)
Layouts Multiple formats 97
Multiple formats Lorem ipsum

dolor amet
The grid system creates strong Lorem ipsum dolor
visual unity within campaigns consectetur elit
by aligning and scaling design
elements across a diverse range
of layout shapes and sizes.
Presenter Name 01.01.17
Presentation Title Confidential
Presentations
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Single-page ad Online ad
Lorem ipsum dolor
OOH Billboard
Layouts Cropping 98
Cropping core sandwich imagery Lorem ipsum

dolor amet
Get the most out of every image Lorem ipsum dolor
and layout. Zooming in on consectetur elit
sandwich imagery provides more
taste appeal.
Leave optimal negative space
around imagery in layouts to
create room for additional content. Presentations
Lorem ipsum dolor
Lorem ipsum dolor
OOH Billboard
Layouts Cropping 99
Cropping storytelling imagery Lorem ipsum

dolor amet
Use scale, cropping and negative Lorem ipsum dolor
space to showcase our imagery consectetur elit
and to enhance our storytelling.
Leave plenty of breathing room
around our logos and messaging.
Presentations
Lorem ipsum dolor
Lorem ipsum dolor
OOH Billboard
Layouts Presentation slides 100
Presentation slides Lorem ipsum dol
The grid system can hold Lorem ipsum dolor Lorem ipum dolor amet
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together multiple pages consectetur elit
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of content and add brand ptatatessi optus et aut volupta consen
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consistency throughout Onsequis expliquis endae dolorib usa
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presentations. estrumq uiandam quam con nem hic.

Presentation Title Confidential 00
Title page Body page
2
Lorem ipsum dolor
Divider Closing
Layouts Extreme grids 101
Extreme vertical and horizontal

In some cases, a format will require
that the grid be one column wide Online ad (extreme horizontal)
or one row tall. Gutter size can be
adjusted when the standard gutter
formula results in inadequate Example of adjusted gutter
gutter sizes. that equals the margin width
Online ad
(extreme vertical)
Layouts Do nots 102
Do not place items in such a way

Do not alter underlying Do not change margins. Do not make the logotype Do not block imagery with Do not center elements.
that they do not adhere to the
grid system. larger than one column. any color blocking.
grid system.
Do not use gradients. Do not use more than four Do not have all elements at Do not have items at too
colors in a layout. the same scale—ensure a clear drastic of a contrast.
hierarchy of information.
Gallery
Gallery Cold cups 104
Gallery Wrap 105
Gallery Cookie bag 106
Gallery To-go box and sub tub 107
Gallery Uniform 108
Gallery Headband 109
Gallery Embroidery 110
Gallery Name tags 111
Gallery Stationery, business cards, envelopes 112
Gallery Stationery, business cards, envelopes 113
Use stationery with green liner

where appropriate.
Gallery Pencils 114
Gallery Journals + notes 115
Gallery Journals + notes 116
Gallery Company flag 117
Gallery Neon 118
*Not yet available for in store use. For proof of concept only.
Gallery Welcome mat 119
*Not yet available for in store use. For proof of concept only.
Gallery Billboard 120
Gallery App icons 121
*Not the actual app design.

For proof of concept only.
Contacts
Contacts 123
StudioS@subway.com
Look forward to additional
contact information in the
near future.

Subway Visual Identity System (VIS)

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Subway® Brand Guidelines

Now serving: Our new visual identity system is a bold,

of contents 12 Brand marks

Our brand’s Brand goal

positioning high customer counts and an excellent customer experience.

is accessible Our purpose

quality. We will do this by:

positioning Subway® is “the” sandwich shop.

Our consumer’s understand that a delicious sandwich

Everyone can have easy access to the quality of food

Our design principles

Looking back so we can

Add a bit of personal space

the “S” and the top point of

The secondary yellow-and-green The secondary yellow-and-green

One-Color logotypes The black logotype is used when

One-color Subway® logotypes

Logotype placement In most cases, the logotype should be placed

In most cases, the logotype is

Global logotypes Arabic Russian/Cyrillic

We are a global brand with

Logotype lock-ups with Horizontal partner lock-up spacing

horizontal partner logos

partner logo, the forward-

of the Subway® logotype (y).

Logotype lock-ups with Vertical partner lock-up spacing

vertical partner logos

logo, the forward-facing arrow

Creating sub-brand lock-ups Sub-brand lock-up spacing

When it is necessary to create

the Subway® logotype as the .25 y

the typography. The sub-brand

You can’t spell “choose”

Some personal space, please

Primary Choice Mark

Secondary Choice Mark

Background surfaces The primary yellow-and-white Choice Mark

With either color option, the

The secondary yellow-and-green Choice The secondary yellow-and-green Choice

One-Color Choice Marks The black Choice Mark is used when

One-color Subway® Choice Marks

The Choice Mark and messaging y

Messaging clear space

Choosing how to use

Logotype, meet the Choice Mark.

Choice Mark + logotype usage

End tag proportions

The end frame scale of the

Animated brand marks

Primary Subway® green

Our primary palette is one of our CMYK CMYK CMYK

and white. Use these colors in HEX HEX HEX

CMYK CMYK CMYK CMYK CMYK CMYK

RGB RGB RGB RGB RGB RGB

HEX HEX HEX HEX HEX HEX

Color + typography Legible: Not legible:

White Water blue

Color + typography Legible: Not legible:

Subway® green White

Color + typography Legible: Not legible:

width for your layout. Copy - Large layouts like

3) Now, once more, draw a box

by 2–6% (e.g., 2%=0.02) to - Most layouts use

2) Select from the menu Layout >