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Subway International Brand Style Guide

August 26, 2010


Version 1

2010 Doctors Associate Inc. SUBWAY is a registered trademark of Doctors 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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Introduction
The Situation Subway stores open every day, all over the world, and maintaining consistency in advertising and efficiency across cultures and local agencies has been a challenge. The Goal iFAFs goal is to provide the franchisees and agencies more directionso consumers understand Subway as one brand, offering freshly made food everywhere they go. The Solution What youll find here is a set of visual equities applicable to international Subway restaurants. One look-and-feel. One message. One brand. The Subway brand was built upon freshness, customization, value, health and indulgence and in the following pages, each of these values is expressed in simple, effective creative work. Its time for a united front...welcome to the components of a stronger Subway brand.

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Equities

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Red is rich, fiery and sumptuousall connoting a treat

value

Yellow is inherently lighthearted, but this hue is also grounded

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Green is the color of nature, unaffected and full of promise

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Cambros represent freshness and customization. In this way, the other brand values are each expressed through freshness and customization. The color associated with freshness is most closely aligned with (and even interchangeable with) health, so it stays green.

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Equities
Freshly Made Freshly Made is the umbrella that encompasses every Subway equity and program. Health, value and indulgence are each explained and bolstered by the idea of Freshly Madenone of them can alone articulate the Subway brand. But once paired with the idea of Freshly Made, indulgence, for example, becomes integral and ownable to the Subway brand. Freshly Made is made vivid in cambros. Each of the equity layouts are defined by an arrangement of cambros filled with fresh ingredients. So the basis of every piece of collateral is inherently Freshly Made, and its color and messaging that differentiate each of the equities.

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Equities
Emerging Markets: Messaging Evolution Messaging should focus on Freshly Made and customization: made Fresh just the way you want it is the brands key point of difference. Only once this messaging has been firmly established in the minds of consumers should a market consider promoting Health. When it is the right time to create a Health message, please check with your Marketing Coordinator to make sure your country is approved for Under 6 messaging. freshly made health

FRESHLY MADE (CUSTOMIZATION) Above all else, Freshly Made is key. Customization is the brands key point of difference. Messaging should focus on consumer control, customization and freshnessall results of being individually made. Copy is clear and juxtaposed with ingredients.

HEALTH Once consumers have fully associated Subway with Freshly Made, a health message can be added to collateral.

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Equities
Overview These are examples of each brand equity in layout. Please refer to the Emerging Market Guide on the Subway Partners iFAF page for further guidance in implementing these equities.

VALUE All consumers seek an affordable meal. Consumers should feel that they are either getting more for their money than they would at the competition for the same price, or that they are getting a lower price, or both. Value = Quantity + Quality + Customer Experience Price

HEALTH Health is a key Subway brand competitive advantage. Subway restaurants can provide consumers with an emotional benefit: if I eat well, Ill look good and feel good so I can perform at my best. However, Health is the most variable of the core equities. Countries will need to define what Health means to consumers in their market. In many cases it will be low fat, but not always. It is key to use this platform to convey that Subway offers healthy alternatives to the typical QSR offering, noting that the definition of what healthy is will vary from market to market. Again, for Emerging Markets, the recommendation is to focus on promoting Freshly Made instead of Health. Once the Freshly Made concept has been firmly established in the minds of consumers, the market can explore promoting basic Health programs such as Under 6.

INDULGENCE Indulgence equates to savory taste. Indulgence is key to emotional brand response including joy, brand likability, and frequency of visit. 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.

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Design Elements
Logotype Please refer to the iFAF Image Library for guidance on proper trademark and registration symbol usage.

4 COLOR GREEN: 87% CYAN, 60% YELLOW, 65% BLACK YELLOW: 100% YELLOW

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2 COLOR GREEN: PANTONE 554 YELLOW: PANTONE 102

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1 COLOR BLACK

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Design Elements
Logotype + Lockups The designation means the work mark or design mark is registered in that country. 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.

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Design Elements
Ancillary Logotypes Please refer to the iFAF Image Library for a complete list of logos and for logos in other languages.

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Design Elements
Color Palette - Primary Colors Colors are indicative of tenets of the Subway brand. Green is health and freshly made. Yellow is value. Red is indulgence.
GREEN = HEALTH & FRESHLY MADE PRINT C: 75, M: 20, Y: 100, K: 0 WEB R: 91, G: 162, B: 57

YELLOW = VALUE PRINT C: 0, M: 30, Y: 80, K: 0 WEB R: 250, G: 189, B: 66

RED = INDULGENCE PRINT C: 15, M: 100, Y: 100, K: 0 WEB R: 205, G: 10, B: 32

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Design Elements
Color Palette - Gradient The gradient is radial, meaning the center burst. The gradient is a combination of the primary color palette (outside) and a secondary palette (middle). gradient primary secondary
GREEN = HEALTH & FRESHLY MADE PRINT C: 58, M: 0, Y: 100, K: 0 WEB R: 138, G: 183, B: 27

YELLOW = VALUE

PRINT C: 5, M: 10, Y: 100, K: 0 WEB R: 256, G: 246, B: 0

RED = INDULGENCE

PRINT C: 0, M: 74, Y: 73, K: 0 WEB R: 233, G: 96, B: 68

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Design Elements
Typography Myriad Pro is friendly and easily accessible to other countries. It is an OpenType font so it can be used cross-platform. If Cyrillic and Kanji characters are not available in a version of Myriad, then choose a substitute thats the next closest sans serif, likely Helvetica. Lowercase is required at all times.
headline subhead

make it a meal
Myriad Pro Bold, headline copy

add a drink and chips to your sub


abcdefghijklmnopqrstuvwxyz
Myriad Pro Regular, support copy

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

serif

sans serif
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Design Elements
Copy: Tone & Voice The copy seen here is for example only, because it may not always translate to the same effect. Generally, headlines should be composed with short, uncomplicated words that can fit inside the cambros. As a guideline, try pairing words with similar or alliterative sounds for increased impact and a comfortable cadence.
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, melty, saucy a sub to savor toasty and tasty
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Design Elements
Introduction to Grid System Grids are the basis for the layout system. Grids provide a clear visual structure, but also offer markets some flexibility.
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, COLOR BASED ON BRAND EQUITY MESSAGE

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

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Rules for Usage


Primary Logotype Donts Please refer to the iFAF Image Library for guidance on proper trademark and registration usage.

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.

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

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Rules for Usage


Color Dos and Donts
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

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Rules for Usage


Grid System Dos and Donts

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

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Rules for Usage


Introduction of Background Colors. In-store materials have a solid background color to stand out, provide warmth and pop against the white of the rest of the menu set. Out-of-store materials remain consistent with the template and use more white space for a clean, fresh look. Banners can have a solid background if needed as they may be interchangeable from in-store (such as vertical banners) or out of store.

IN-STORE POP SOLID BACKGROUND COLOR

OUT-OF-STORE POP WHITE BACKGROUND

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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 perspectiveso it looks ready to eat and highly appetizing. The layers of sub ingredients should be true to how theyre 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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Lifestyle

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Lifestyle

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Printed Materials
Freshly Made AFrame Dimensions: A1, 594mm x 841mm Context: To be placed outside of store Messaging: Fresh, green Verify sandwich names and trademark designation for your country.

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

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Printed Materials
Freshly Made Footer Dimensions: 23.6875 x 8.125 Context: Hanging sign underneath the menu panel. Provides extra info or upsell. Messaging: Fresh, green

SUB IMAGE

13mm SPACING

HEADLINE BOLD, FLUSH LEFT

SUB NAME FLUSH LEFT PRICE POINT FLUSH LEFT

698mm x 254mm

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Printed Materials
Health Translite Dimensions: 22.5 x 22.5 Context: Interchangeable promotional menu panel, 6-8 week long window. Messaging: Fresh, green

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Printed Materials
Health Window Sign Dimensions: 24 x 36 Context: signage for window display Messaging: Fresh, green

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Printed Materials
Value Window Sign Dimensions: 24 x 36 Context: signage for window display Messaging: Value, yellow Verify sandwich names and trademark designations for your country.
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

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Printed Materials
Value Translite Dimensions: 22.5 x 22.5 Context: Interchangeable promotional menu panel, 6-8 week long window. Messaging: Value, yellow

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Printed Materials
Value Banner Dimensions: 3ft x 8ft Context: Out of Home, quick read to drive pedestrian or moving traffic Messaging: Value, yellow

592mm x 581mm

BOLD, CENTERED

14mm SPACING LOGO BOTTOM RIGHT YELLOW INDICATES VALUE

CROPPED IMAGE OF SUB, FOCUS IS ON HOT INGREDIENTS

592mm x 281mm

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Printed Materials
Sub of the Day - Translite Dimensions: 22.5 x 22.5 Context: Interchangeable promotional menu panel. Messaging: Value, yellow Sub of the Day has a mark to provide distinction.

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Printed Materials
Sub of the Day - Window Sign Dimensions: 24 x 36 Context: Interchangeable promotional menu panel. Messaging: Value, yellow Sub of the Day has a mark to provide distinction.

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Printed Materials
Sub of the Day - Banner Dimensions: 28.5 x 11 Context: Interchangeable promotional menu panel. Messaging: Value, 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, but balance of the visual must be maintained so the message doesnt get lost. 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.

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Printed Materials
Everyday Value - Translite Dimensions: 22.5 x 22.5 Context: Interchangeable promotional menu panel. Messaging: Value, yellow

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Printed Materials
Everyday Value - Window Sign Dimensions: 24 x 36 Context: Interchangeable promotional menu panel. Messaging: Value, yellow

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Printed Materials
Make it a Meal - Translite Dimensions: 22.5 x 22.5 Context: Interchangeable promotional menu panel. Messaging: Value, yellow Use a brand of chips appropriate for your country. Chips shown are FPO. Chips may vary depending on country and contracts in place.

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Printed Materials
Make it a Meal - Footer Dimensions: 23.6875 x 8.125 Context: Interchangeable promotional menu panel. Messaging: Value, yellow Use a brand of chips appropriate for your country. Chips shown are FPO. Chips may vary depending on country and contracts in place.

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Printed Materials
Indulgence Translite Dimensions: 22.5 x 22.5 Context: Interchangeable promotional menu panel, 6-8 week long window. Messaging: Indulgence, red

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Printed Materials
Indulgence Window Sign Dimensions: 24 x 36 Context: signage for window display Messaging: Indulgence, red

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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, FOCUS IS ON HOT INGREDIENTS

148mm x 73mm

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Printed Materials
Indulgence Cookie Register Topper Dimensions: 8 x 9 Context: Simple signage with upsell copy (value meal or cookie) Messaging: Indulgence, red

HEADLINE BOLD, CENTER, 75PT

SUB HEAD CENTER, 42 PT

UPSELL ITEM ARRANGED IN FUN SHAPES TO CATCH CUSTOMERS ATTENTION

6mm SPACING

191mm x 216mm

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Printed Materials
Footer - Catering Dimensions: 23.6875 x 8.125 Context: Interchangeable promotional menu footer. Messaging: Fresh, green (subs) Messaging: Indulgence, red (cookies)

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

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Printed Materials
Coupons Dimensions: A5, 5.8 x 8.3 Context: promotional, coupon usage Messaging: Value, yellow Use brand of chips appropriate for your country. Chips shown are FPO. Chips may vary depending on country and contracts in place. Markets are responsible for including proper legal disclaimers on coupons.
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

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Printed Materials
Tshirt Context: promotional, employee uniforms
front back

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

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Freshly Made Equity Example of Freshly Made Equity family of POP. All the pieces complement each other however have a unique look.
TRANSLITE

TABLE CUBE

BANNER

A FRAME

WINDOW SIGN

FOOTER

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Limited Time Offer This family of Peri-Peri LTO is for example purposes only. 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.

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HEADLINE

SUBHEAD SUB SIZE PRICE POINT BACKGROUND COLOR REFLECTS EQUITY

IMAGE OF SUB

MEAL DEAL PRICE POINT

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BACKGROUND COLOR REFLECTS EQUITY HEADLINE

SUBHEAD

SUBHEAD

IMAGE OF SUB

VEGGIE CAMBROS

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BACKGROUND COLOR REFLECTS EQUITY HEADLINE

IMAGE OF SUB

LOGO SUBHEAD

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Sub Perspective

building

Apple iPad

Subway sandwich

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Sub Perspective

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6 Sub Perspective

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

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TVC/Radio
Two customizable TVCs are available upon request. They can also be viewed on SubTube on the Subway PartnersTM website. The TVCs can be locally adapted by replacing Subs, language and price points. Fresh TVC TVC that brings the Fresh equity to life. Versions :20, :15, and :10 seconds. Visual Usage - Global usage, unlimited time. Music Usage - Global usage excluding North America, 4 years (August 2010 to August 2014.)

fresh tvc

TVC

Value TVC

TVC which showcases Value and Sub Of The Day. Versions :20, :15, and :10 seconds. Visual Usage - Global usage, unlimited time. Music Usage - Global usage excluding North America, 4 years (August 2010 to August 2014.) Radio track utilizing the music from Fresh TVC is available upon request. Versions 30 second music track, can be cut down locally. Music Usage - Global usage excluding North America, 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.
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Outdoor
General Guidelines Please keep in mind the rules for usage covered in the guide, 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

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Available Resources
POP Templates
In addition to the Subway International Brand Style Guide, weve created customizable POP templates that are also available to download on the iFAF page on the Subway PartnersTM website. Each template is available in 3 file types: Adobe InDesign Interchange (.inx and .indd), Adobe PDF (.pdf ), and Adobe Illustrator EPS (.eps). For your convenience weve 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 Jalapeo 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. The TVCs can be locally adapted by replacing subs, language, and price points. Each TVC is available in 3 versions: :20, :15, and :10 seconds.

RADIO
A 30 second radio track utilizing the music from the Fresh TVC is available upon request. For more information, please contact your iFAF Marketing Coordinator.
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