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Subway International Brand Style Guide
®

August 26, 2010
Version 1

©2010 Doctor’s Associate Inc. SUBWAY® is a registered trademark of Doctor’s Associate Inc.

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Disclaimer
Please note that the images and materials shown in this style guide are based on standards for advertising and trademark use in the United States. You will need to review the laws of your locale to determine if revisions are necessary to conform with applicable laws and regulations. Specific laws to be reviewed should include those concerned with truth in advertising, nutritional claims, false and misleading advertising, and trademark and copyright use. Because not all trademarks may not be used in all markets, the proper trademarks and trademark designations must be verified. For instance, SUBWAY EAT FRESH® as a word mark and design mark is registered before many patent and trademark offices, but not all, therefore some markets may need to display the logo with the ™ symbol in order to conform to local law. As these types of discrepancies are fairly prevalent, you must inquire into these types of trademark issues in order to ensure compliance with local law. Keep in mind that products may be inconsistent from market to market, both in type and availability. In order to comply with all truth in advertising laws and avoid any possibility of misrepresentation, you must ensure that the product shown is correct. An example of a type of product that may differ from market to market is chicken strips with grill marks versus chicken strips without grill marks. An example of differing product availability is that US photography shows banana peppers, but banana peppers are not available outside of the US. As such, images displaying banana peppers may not be used outside of the US, as this would constitute misrepresentation and false advertising. However, keep in mind that false and misleading advertising does not only pertain to photography and the appearance of a product, it also pertains to statements made in reference to a product, as well as any overall impression given by the advertisement. For example, using the term “freshly baked bread” may cause problems in some markets that have specific regulations relating to the use of this phrase. Therefore, it is vital to exercise the utmost care when examining local law on truth in advertising to ensure that all aspects of your advertisement are in compliance. Additionally, the source of the product may affect nutritional content, therefore all nutritional claims must be properly stated, substantiated, and disclaimed, where appropriate. For example, in some markets, the source of protein may result in a variance in the nutritional content of the sandwich. In light of these types of situations, it is vital to be aware of any nutritional claims and be able to substantiate, and/or disclaim them, when appropriate. To further that point, you should be aware that any nutritional or health claims made in advertisements will require substantiation, or back up, to those claims, and in most instances an appropriate disclaimer. In some markets, certain claims are prohibited altogether, so you must be aware of these prohibitions. There are also many markets in which regulations refer specifically to claims which infer health benefits related to the product. Scientific substantiation of these types of claims is generally required. For example, a claim such as “a fitter, healthier you” or “healthier meals” might require substantiation of specific health benefits and product details relating thereto. Because local regulations differ from market to market, this is a vital area of importance and one which should be handled with extreme caution.

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Table of Contents
Introduction Overview of Brand Equities Design Elements Rules for Usage Printed Materials Price Point Sub Perspective Fresh Equity LTO Example TVC/Radio Outdoor Available Resources

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effective creative work. Introduction The Situation Subway® stores open every day. all over the world. The Solution What you’ll find here is a set of visual equities applicable to international Subway® restaurants. The Subway® brand was built upon freshness.. 4 . One message. The Goal iFAF’s goal is to provide the franchisees and agencies more direction—so consumers understand Subway® as one brand. customization. One look-and-feel.indulge value health eat fresh. One brand. offering freshly made food everywhere they go. It’s time for a united front.. value. each of these values is expressed in simple. health and indulgence— and in the following pages. and maintaining consistency in advertising and efficiency across cultures and local agencies has been a challenge.welcome to the components of a stronger Subway® brand.

fiery and sumptuous—all connoting a treat value Yellow is inherently lighthearted. but this hue is also grounded health Green is the color of nature. In this way. Equities indulge Red is rich. the other brand values are each expressed through freshness and customization. 5 . so it stays green. The color associated with freshness is most closely aligned with (and even interchangeable with) health.indulge value health eat fresh. unaffected and full of promise fresh Cambros represent freshness and customization.

Health. Freshly Made is made vivid in cambros. Each of the equity layouts are defined by an arrangement of cambros filled with fresh ingredients. and it’s color and messaging that differentiate each of the equities. indulgence. But once paired with the idea of Freshly Made. value and indulgence are each explained and bolstered by the idea of Freshly Made—none of them can alone articulate the Subway® brand. fresh 6 . So the basis of every piece of collateral is inherently Freshly Made. Equities Freshly Made Freshly Made is the umbrella that encompasses every Subway® equity and program. becomes integral and ownable to the Subway® brand.indulge value health eat fresh. for example.

freshly made health FRESHLY MADE (CUSTOMIZATION) Above all else. Only once this messaging has been firmly established in the minds of consumers should a market consider promoting Health. Customization is the brand’s key point of difference. a health message can be added to collateral. please check with your Marketing Coordinator to make sure your country is approved for “Under 6” messaging. HEALTH Once consumers have fully associated Subway® with Freshly Made. customization and freshness—all results of being individually made. Freshly Made is key.indulge value health eat fresh. Equities Emerging Markets: Messaging Evolution Messaging should focus on Freshly Made and customization: “made Fresh just the way you want it” is the brand’s key point of difference. Copy is clear and juxtaposed with ingredients. 7 . Messaging should focus on consumer control. When it is the right time to create a Health message.

Please refer to the Emerging Market Guide on the Subway Partners™ iFAF page for further guidance in implementing these equities. noting that the definition of what “healthy” is will vary from market to market. However. for Emerging Markets. In many cases it will be low fat. Health is the most variable of the core equities. or that they are getting a lower price. or both. brand likability. Indulgence is key to emotional brand response including joy. It is key to use this platform to convey that Subway® offers healthy alternatives to the typical QSR offering. Consumers should feel that they are either getting more for their money than they would at the competition for the same price. Value = Quantity + Quality + Customer Experience Price HEALTH Health is a key Subway® brand competitive advantage. Again. Once the Freshly Made concept has been firmly established in the minds of consumers. 8 . the market can explore promoting basic Health programs such as “Under 6. I’ll look good and feel good so I can perform at my best. VALUE All consumers seek an affordable meal. and frequency of visit. Equities Overview These are examples of each brand equity in layout. Countries will need to define what Health means to consumers in their market. Although local taste preferences may influence what subs or taste profiles are communicated. in every country taste is the most important factor for consumers in choosing a fast food outlet. Subway® restaurants can provide consumers with an emotional benefit: if I eat well.” INDULGENCE Indulgence equates to savory taste.indulge value health eat fresh. but not always. the recommendation is to focus on promoting Freshly Made instead of Health.

indulge value health eat fresh. 1 COLOR BLACK eat fresh. 4 COLOR GREEN: 87% CYAN. 9 . 2 COLOR GREEN: PANTONE 554 YELLOW: PANTONE 102 eat fresh. 60% YELLOW. Design Elements Logotype Please refer to the iFAF Image Library for guidance on proper trademark and registration symbol usage. 65% BLACK YELLOW: 100% YELLOW eat fresh.

Registrations are made at a country level and will vary from country to country. Please refer to the iFAF Image Library for guidance on proper trademark and registration symbol usage and logos in other languages. ™ 10 . Design Elements Logotype + Lockups The designation means the ® work mark or design mark is registered in that country.indulge value health eat fresh.

11 . Design Elements Ancillary Logotypes Please refer to the iFAF Image Library for a complete list of logos and for logos in other languages.indulge value health eat fresh.

Primary Colors Colors are indicative of tenets of the Subway® brand. Red is indulgence. M: 30. GREEN = HEALTH & FRESHLY MADE PRINT C: 75. Design Elements Color Palette . B: 57 YELLOW = VALUE PRINT C: 0. Green is health and freshly made. B: 32 12 . K: 0 WEB R: 250. K: 0 WEB R: 205. B: 66 RED = INDULGENCE PRINT C: 15. Y: 100. G: 189. M: 20. M: 100. Y: 80.indulge value health eat fresh. K: 0 WEB R: 91. Yellow is value. Y: 100. G: 10. G: 162.

B: 68 13 . G: 96. B: 0 RED = INDULGENCE = + PRINT C: 0.” The gradient is a combination of the primary color palette (outside) and a secondary palette (middle).indulge value health eat fresh. Design Elements Color Palette . G: 246. gradient primary secondary GREEN = HEALTH & FRESHLY MADE PRINT C: 58. M: 10. K: 0 WEB R: 233. M: 74. B: 27 = + YELLOW = VALUE = + PRINT C: 5. meaning the center “burst. K: 0 WEB R: 256. M: 0. Y: 73. Y: 100.Gradient The gradient is radial. K: 0 WEB R: 138. Y: 100. G: 183.

Lowercase is required at all times. headline subhead make it a meal Myriad Pro Bold. then choose a substitute that’s the next closest sans serif. Design Elements Typography Myriad Pro is friendly and easily accessible to other countries.indulge value health eat fresh. support copy abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ serif sans serif 14 . likely Helvetica. headline copy add a drink and chips to your sub abcdefghijklmnopqrstuvwxyz Myriad Pro Regular. If Cyrillic and Kanji characters are not available in a version of Myriad. It is an OpenType font so it can be used cross-platform.

melty. Generally. because it may not always translate to the same effect. Design Elements Copy: Tone & Voice The copy seen here is for example only. value message face value money hungry health/freshly made message get fresh with us fresh and tasty make it yours freshly made guilt free flavour toasty. try pairing words with similar or alliterative sounds for increased impact and a comfortable cadence.indulge value health eat fresh. saucy a sub to savor toasty and tasty 15 indulgence message . uncomplicated words that can fit inside the cambros. headlines should be composed with short. As a guideline.

GRADIENT BLOCK COLOR BASED ON TYPE IS CENTERED VEGGIE CAMBROS VEGGIE CAMBROS BRAND EQUITY MESSAGE SUB HEAD 1ST LINE REG HEADLINE 2ND LINE BOLD TYPE FLUSH LEFT BIG IMAGE OF SUB VEGGIE CAMBROS VEGGIE CAMBROS LOGO ON GRADIENT. Design Elements Introduction to Grid System Grids are the basis for the layout system. Grids provide a clear visual structure.indulge value health eat fresh. COLOR BASED ON BRAND EQUITY MESSAGE 16 . but also offer markets some flexibility.

17 . Design Elements Photography Photography should connote appetite appeal through well-designed. heroic sandwich shots that add dimension to an otherwise flat layout.indulge value health eat fresh. Consider the cambros mini art forms and take liberty to adjust the perspective to best express crispness and freshness.

DO NOT PUT LOGOTYPE OVER IMAGES DO NOT USE UNSPECIFIED COLORS DO NOT USE THE LOGO IN A PHRASE OR SENTENCE and Win! DO NOT USE THE LOGO LOCKUP IN A PHRASE OR SENTENCE DO NOT ALTER THE COMPONENT PARTS OF ANY LOGO OR LOCKUP Daily Specials DO NOT USE LOGO AS A BACKGROUND 18 . Rules for Usage Primary Logotype Don’ts Please refer to the iFAF Image Library for guidance on proper trademark and registration usage.indulge value health eat fresh. new DO NOT ADD ELEMENTS DO NOT ROTATE OR SKEW LOGOTYPE DO NOT SCALE/RESIZE LOGOTYPE DISPROPORTIONATELY At we bake our bread freshly every day.

Rules for Usage Color Do’s and Don’ts value indulge health fresh DO NOT MIX GRADIENTS DO NOT MIX BRAND MESSAGING DO NOT PUT COLORS WITHIN COLORS UNLESS SPECIFIED DO NOT ADD UNAPPROVED COLORS 19 .indulge value health eat fresh.

Rules for Usage Grid System Do’s and Don’ts DO NOT CHANGE POSITION OF LOGO image of sub cambros cambros DO NOT FIT SUB IMAGE INTO SMALLER SPACE headline subhead pricepoint cambros cambros subhead pricepoint image of sub cambros cambros cambros cambros DO NOT FILL IN THE GRID WITH CAMBROS cambros cambros cambros cambros image of sub cambros cambros cambros cambros 20 .indulge value health eat fresh.

Out-of-store materials remain consistent with the template and use more white space for a clean. Rules for Usage Introduction of Background Colors. IN-STORE POP SOLID BACKGROUND COLOR OUT-OF-STORE POP WHITE BACKGROUND 21 . fresh look.indulge value health eat fresh. In-store materials have a solid background color to stand out. Banners can have a solid background if needed as they may be interchangeable from in-store (such as vertical banners) or out of store. provide warmth and pop against the white of the rest of the menu set.

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Rules for Usage
Photography: Veggies

Veggies are photographed with 2 perspectives: from above, and directly from the side. The veggies connote freshness; they should be cropped close so that details can be seen. Veggies are never photographed whole, however sliced vegetables cut to operation spec can be used (please see the tomato on this page).

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Rules for Usage
Photography: Subs

In photography, the sub is the hero. To make it heroic, we shoot with perspective—so it looks ready to eat and highly appetizing. The layers of sub ingredients should be true to how they’re made. More information on sub perspective in upcoming pages.

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Rules for Usage
Photography: People

People are photographed spontaneously in natural light. No flash is used. The subject should look natural, like he was caught in a moment. He should never be looking into the camera.

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indulge value health eat fresh. Lifestyle 25 .

indulge value health eat fresh. Lifestyle 26 .

Printed Materials Freshly Made AFrame Dimensions: A1. green Verify sandwich names and trademark designation for your country.indulge value health eat fresh. 281mm x 295mm VEGGIE CAMBROS 136mm x 142mm VEGGIE CAMBROS MYRIAD BOLD CENTER FLUSH LEFT FLUSH LEFT BOLD BIG IMAGE OF SUB LOGO BOTTOM RIGHT 10mm SPACING VEGGIE CAMBROS VEGGIE CAMBROS 281mm x 142mm GREEN INDICATES HEALTH 27 . 594mm x 841mm Context: To be placed outside of store Messaging: Fresh.

Messaging: Fresh. Printed Materials Freshly Made Footer Dimensions: 23.6875” x 8.indulge value health eat fresh.125” Context: Hanging sign underneath the menu panel. Provides extra info or upsell. green SUB IMAGE 13mm SPACING HEADLINE BOLD. FLUSH LEFT SUB NAME FLUSH LEFT PRICE POINT FLUSH LEFT 698mm x 254mm 28 .

indulge value health eat fresh.5” x 22. Printed Materials Health Translite Dimensions: 22. green 29 . 6-8 week long window. Messaging: Fresh.5” Context: Interchangeable promotional menu panel.

green 30 . Printed Materials Health Window Sign Dimensions: 24” x 36” Context: signage for window display Messaging: Fresh.indulge value health eat fresh.

MYRIAD BOLD CENTERED PRICE POINT 288mm x 301mm VEGGIE CAMBROS 141mm x 147mm VEGGIE CAMBROS FLUSH LEFT FLUSH LEFT BOLD BIG IMAGE OF SUB LOGO BOTTOM RIGHT 10mm SPACING YELLOW INDICATES VALUE VEGGIE CAMBROS VEGGIE CAMBROS 281mm x 147mm 31 . Printed Materials Value Window Sign Dimensions: 24” x 36” Context: signage for window display Messaging: Value.indulge value health eat fresh. yellow Verify sandwich names and trademark designations for your country.

5” x 22. Printed Materials Value Translite Dimensions: 22. Messaging: Value. 6-8 week long window.indulge value health eat fresh.5” Context: Interchangeable promotional menu panel. yellow 32 .

FOCUS IS ON HOT INGREDIENTS 592mm x 281mm 33 . CENTERED 14mm SPACING LOGO BOTTOM RIGHT YELLOW INDICATES VALUE CROPPED IMAGE OF SUB. yellow 592mm x 581mm BOLD. Printed Materials Value Banner Dimensions: 3ft x 8ft Context: Out of Home. quick read to drive pedestrian or moving traffic Messaging: Value.indulge value health eat fresh.

Messaging: Value.Translite Dimensions: 22. yellow Sub of the Day™ has a mark to provide distinction.indulge value health eat fresh. Printed Materials Sub of the Day™ .5” Context: Interchangeable promotional menu panel. 34 .5” x 22.

35 . Messaging: Value.indulge value health eat fresh. Printed Materials Sub of the Day™ . yellow Sub of the Day™ has a mark to provide distinction.Window Sign Dimensions: 24” x 36” Context: Interchangeable promotional menu panel.

Printed Materials Sub of the Day™ . but balance of the visual must be maintained so the message doesn’t get lost. yellow Elements for SOTD banner should always include the SOTD logo. large easy to read price point and the value message “different sub every day.” Markets can include a sub image if desired.5” x 11” Context: Interchangeable promotional menu panel.indulge value health eat fresh. Banners can have a solid background if needed as they may be interchangeable from in-store (such as vertical banners) or out of store. Sub of the Day™ has a mark to provide distinction. 36 .Banner Dimensions: 28. Messaging: Value.

Translite Dimensions: 22.indulge value health eat fresh.5” Context: Interchangeable promotional menu panel.5” x 22. Printed Materials Everyday Value . Messaging: Value. yellow 37 .

Window Sign Dimensions: 24” x 36” Context: Interchangeable promotional menu panel.indulge value health eat fresh. Printed Materials Everyday Value . Messaging: Value. yellow 38 .

5” x 22. 39 . Printed Materials Make it a Meal . Messaging: Value. Chips shown are FPO.5” Context: Interchangeable promotional menu panel. yellow Use a brand of chips appropriate for your country. Chips may vary depending on country and contracts in place.indulge value health eat fresh.Translite Dimensions: 22.

Chips may vary depending on country and contracts in place.Footer Dimensions: 23.indulge value health eat fresh. yellow Use a brand of chips appropriate for your country. Messaging: Value.6875” x 8. Chips shown are FPO. 40 .125” Context: Interchangeable promotional menu panel. Printed Materials Make it a Meal .

5” Context: Interchangeable promotional menu panel. Printed Materials Indulgence Translite Dimensions: 22.indulge value health eat fresh. 6-8 week long window. red 41 . Messaging: Indulgence.5” x 22.

indulge value health eat fresh. Printed Materials Indulgence Window Sign Dimensions: 24” x 36” Context: signage for window display Messaging: Indulgence. red 42 .

FOCUS IS ON HOT INGREDIENTS 148mm x 73mm 43 . Printed Materials Indulgence Door Decal Dimensions: 18” x 10” Context: drive traffic into store Messaging: Indulgence. red 148mm x 148mm BOLD. CENTERED 11mm SPACING LOGO BOTTOM RIGHT RED INDICATES VALUE CROPPED IMAGE OF SUB.indulge value health eat fresh.

red HEADLINE BOLD. Printed Materials Indulgence Cookie Register Topper Dimensions: 8” x 9” Context: Simple signage with upsell copy (value meal or cookie) Messaging: Indulgence.indulge value health eat fresh. CENTER. 75PT SUB HEAD CENTER. 42 PT UPSELL ITEM ARRANGED IN FUN SHAPES TO CATCH CUSTOMER’S ATTENTION 6mm SPACING 191mm x 216mm 44 .

green (subs) Messaging: Indulgence. red (cookies) 45 .6875” x 8. Messaging: Fresh. Printed Materials Footer .125” Context: Interchangeable promotional menu footer.Catering Dimensions: 23.indulge value health eat fresh.

46 .indulge value health eat fresh. Copy is FPO however Freshly Made message should be kept as close to this as possible. Printed Materials Table Cube Dimensions: varying Context: This is an opportunity to reinforce the Freshly Made message and overall brand values. Market to determine specs contingent on printer capabilities. Markets will need to follow their local laws. Size of table cube should not exceed spatial dimension of tent card.

Markets are responsible for including proper legal disclaimers on coupons. Chips may vary depending on country and contracts in place.indulge value health eat fresh. Chips shown are FPO. IMAGE OF SUB 67mm x 34mm 32mm x 34mm veggie cambros MYRIAD BOLD CENTER LARGE PRICEPOINT FLUSH LEFT FLUSH LEFT BOLD PROMOTION MESSAGING IMAGE OF PROMTIONAL PRODUCT LOGO ON YELLOW BOTTOM RIGHT 47 . 5.8” x 8.3” Context: promotional. coupon usage Messaging: Value. Printed Materials Coupons Dimensions: A5. yellow Use brand of chips appropriate for your country.

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employee uniforms front back 49 . Printed Materials Tshirt Context: promotional.indulge value health eat fresh.

the price should be placed in. besides or underneath the health/ freshly made. 50 . Price Point When showing price points.indulge value health eat fresh. value or indulgence message.

Freshly Made Equity Example of Freshly Made Equity family of POP.indulge value health eat fresh. All the pieces complement each other however have a unique look. TRANSLITE TABLE CUBE BANNER A FRAME WINDOW SIGN FOOTER 51 .

Limited Time Offer This family of Peri-Peri LTO is for example purposes only. 52 .indulge value health eat fresh. Sub perspective should always follow sub perspective guidelines however this is an example of how you can use existing sub photography in the event that new sub photography is not available.

HEADLINE SUBHEAD SUB SIZE PRICE POINT BACKGROUND COLOR REFLECTS EQUITY IMAGE OF SUB MEAL DEAL PRICE POINT 53 .indulge value health eat fresh.

indulge value health eat fresh. BACKGROUND COLOR REFLECTS EQUITY HEADLINE SUBHEAD SUBHEAD IMAGE OF SUB VEGGIE CAMBROS 54 .

indulge value health eat fresh. BACKGROUND COLOR REFLECTS EQUITY HEADLINE IMAGE OF SUB LOGO SUBHEAD 55 .

Sub Perspective building Apple iPad Subway® sandwich 56 .indulge value health eat fresh.

Sub Perspective 57 .indulge value health eat fresh.

18º 6” Sub Perspective 0º 58 .indulge value health eat fresh.

indulge value health eat fresh. Footlong Guidance Please refer to images on page 41 and page 42 for footlong sub perspective. 6” perspective footlong perspective 59 . More guidance to come on showing footlong images in future versions of the style guide.

4 years (August 2010 to August 2014. unlimited time. can be cut down locally. 60 . The TVCs can be locally adapted by replacing Subs. Versions 30 second music track. unlimited time. Music Usage . and :10 seconds.Global usage excluding North America. Versions :20.indulge value health eat fresh.) fresh tvc TVC Value TVC TVC which showcases Value and Sub Of The Day. Fresh TVC TVC that brings the Fresh equity to life.Global usage excluding North America. Visual Usage .Global usage. 4 years (August 2010 to August 2014.) value tvc RADIO Legal Disclaimer Agencies and markets are responsible for reviewing the disclaimer on page 2 before editing copy or images in the customizable TVC templates. Music Usage . Visual Usage . Versions :20.) Radio track utilizing the music from Fresh TVC is available upon request. :15.Global usage excluding North America.Global usage. and :10 seconds. language and price points. TVC/Radio Two customizable TVCs are available upon request. Music Usage . They can also be viewed on SubTube on the Subway PartnersTM website. :15. 4 years (August 2010 to August 2014.

using the following: • • • • • White backgrounds (with exception to banners as needed) Prominent Subway® logo Typography: Myriad Pro Sub displayed in the proper perspective Copy should be short and uncomplicated 61 . Outdoor General Guidelines Please keep in mind the rules for usage covered in the guide.indulge value health eat fresh.

Adobe PDF (. Each TVC is available in 3 versions: :20. and price points.indd). Available Resources POP Templates In addition to the Subway® International Brand Style Guide. The TVCs can be locally adapted by replacing subs. please contact your iFAF Marketing Coordinator.indulge value health eat fresh.inx and . RADIO A 30 second radio track utilizing the music from the Fresh TVC is available upon request. and Adobe Illustrator EPS (. and :10 seconds.pdf ). 62 . :15. Each template is available in 3 file types: Adobe InDesign Interchange (.eps). language. For your convenience we’ve created templates for the following POP materials: MECHANICALS: Freshly Made A-frame Freshly Made Footer Health Window Cling Health Translite Value Window Sign Value Translite Value SOTD Translite Value SOTD Window Sign Value EDV Translite Value EDV Window Sign Value Make it a Meal Translite Value Make it a Meal Footer Indulgence Window Sign Indulgence Translite Indulgence Cookie Register Topper Catering Footer (2 options) Lifestyle Window Signs (3 options) VEGGIES: Tomato Sliced and Stacked Tomato Sliced Green Pepper Sliced and Stacked Jalapeño Sliced Lettuce Shredded Red Onion Sliced (deep) Red Onions Sliced (flat) Cucumber Sliced Cucumber Sliced and Stacked TVC The Fresh and Value (Sub of the Day) TVCs can be viewed on SubTube and are available upon request. we’ve created customizable POP templates that are also available to download on the iFAF page on the Subway PartnersTM website. For more information.