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eat fresh.
Subway International
®
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
iFAF’s goal is to provide the franchisees and agencies more direction—so consumers
understand Subway® as one brand, offering freshly made food everywhere they go.
The Solution
What you’ll 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.
It’s time for a united front...welcome to the components of a stronger Subway® brand.
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Equities
Cambros represent freshness and customization. In this way, the other brand values
are each expressed through freshness and customization. The color associated with
fresh
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.
fresh
Health, value and indulgence are each explained
and bolstered by the idea of Freshly Made—none
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.
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Equities
Emerging Markets: Messaging Evolution freshly made health
Messaging should focus on Freshly Made and
customization: “made Fresh just the way you
want it” is the brand’s 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.
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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.
HEALTH
VALUE INDULGENCE
Health is a key Subway® brand competitive advantage. Subway® restaurants can provide
All consumers seek an affordable meal. Consumers should feel that Indulgence equates to savory taste. Indulgence
consumers with an emotional benefit: if I eat well, I’ll look good and feel good so I can
they are either getting more for their money than they would at the is key to emotional brand response including
perform at my best. However, Health is the most variable of the core equities. Countries
competition for the same price, or that they are getting a lower price, joy, brand likability, and frequency of visit.
will need to define what Health means to consumers in their market. In many cases it
or both. Although local taste preferences may influence
will be low fat, but not always. It is key to use this platform to convey that Subway® offers
what subs or taste profiles are communicated,
healthy alternatives to the typical QSR offering, noting that the definition of what “healthy”
Value = Quantity + Quality + Customer Experience in every country taste is the most important
Price is will vary from market to market. Again, for Emerging Markets, the recommendation is
factor for consumers in choosing a fast food
to focus on promoting Freshly Made instead of Health. Once the Freshly Made concept
outlet.
has been firmly established in the minds of consumers, the market can explore promoting
basic Health programs such as “Under 6.”
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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 eat fresh.
GREEN: 87% CYAN, 60% YELLOW, 65% BLACK
YELLOW: 100% YELLOW
2 COLOR
GREEN: PANTONE 554 eat fresh.
YELLOW: PANTONE 102
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.
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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 GREEN = HEALTH & FRESHLY MADE
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 gradient primary secondary
The gradient is radial, meaning the center
“burst.” The gradient is a combination of GREEN = HEALTH & FRESHLY MADE
the primary color palette (outside) and a = + PRINT
secondary palette (middle). 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
make it a meal
Typography
Myriad Pro is friendly and easily accessible to
headline
other countries. It is an OpenType font so it
can be used cross-platform. subhead add a drink and chips
If Cyrillic and Kanji characters are not
available in a version of Myriad, then choose
to your sub
a substitute that’s the next closest sans serif,
likely Helvetica. Myriad Pro Bold, headline copy
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Design Elements
Copy: Tone & Voice value message
The copy seen here is for example only, because it
may not always translate to the same effect. face value
Generally, headlines should be composed with money hungry
short, uncomplicated words that can fit inside the
health/freshly made message
cambros. As a guideline, try pairing words with
similar or alliterative sounds for increased impact get fresh with us
and a comfortable cadence.
fresh and tasty
make it yours
freshly made
guilt free flavour
indulgence message
SUB HEAD
1ST LINE REG
HEADLINE
2ND LINE BOLD
TYPE FLUSH LEFT
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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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At we bake
our bread freshly every day.
DO NOT USE THE LOGO LOCKUP DO NOT ALTER THE COMPONENT DO NOT USE LOGO
IN A PHRASE OR SENTENCE PARTS OF ANY LOGO OR LOCKUP AS A BACKGROUND
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headline
cambros cambros
subhead subhead
pricepoint pricepoint
image of sub
cambros cambros cambros cambros
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Lifestyle
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Lifestyle
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GREEN INDICATES
HEALTH
10mm SPACING
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
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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YELLOW INDICATES
VALUE
10mm SPACING
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
YELLOW INDICATES
VALUE
592mm x 281mm
CROPPED IMAGE OF SUB,
FOCUS IS ON HOT INGREDIENTS
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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
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Printed Materials
Sub of the Day™ - Window Sign
Dimensions: 24” x 36”
Context: Interchangeable promotional
menu panel.
Messaging: Value, yellow
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Printed Materials
Sub of the Day™ - Banner
Dimensions: 28.5” x 11”
Context: Interchangeable promotional menu
panel.
Messaging: Value, yellow
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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
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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
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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
RED INDICATES
VALUE
148mm x 73mm
CROPPED IMAGE OF SUB,
FOCUS IS ON HOT INGREDIENTS
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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.
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Coupons
Dimensions: A5, 5.8” x 8.3”
Context: promotional, coupon usage
Messaging: Value, yellow MYRIAD BOLD
CENTER
LARGE PRICEPOINT
PROMOTION
MESSAGING
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Printed Materials
Tshirt front back
Context: promotional, employee uniforms
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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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TRANSLITE
TABLE CUBE
BANNER
FOOTER
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HEADLINE
SUBHEAD
SUB SIZE BACKGROUND COLOR
REFLECTS EQUITY
PRICE POINT
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
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Sub Perspective
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18º
6” Sub Perspective
0º
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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.
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TVC/Radio
fresh tvc
TVC
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.)
Value TVC
TVC which showcases Value and Sub Of The Day.
Versions - :20, :15, and :10 seconds. value tvc
Visual Usage - Global usage, unlimited time.
Music Usage - Global usage excluding North America, 4 years
(August 2010 to August 2014.)
RADIO
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.)
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:
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Available Resources
POP Templates
In addition to the Subway® International Brand Style Guide, we’ve 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 we’ve created
templates for the following POP materials:
MECHANICALS: VEGGIES:
Freshly Made A-frame Value SOTD Translite Indulgence Window Sign Tomato Sliced and Stacked Red Onions Sliced (flat)
Freshly Made Footer Value SOTD Window Sign Indulgence Translite Tomato Sliced Cucumber Sliced
Health Window Cling Value EDV Translite Indulgence Cookie Register Topper Green Pepper Sliced and Stacked Cucumber Sliced and Stacked
Health Translite Value EDV Window Sign Catering Footer (2 options) Jalapeño Sliced
Value Window Sign Value Make it a Meal Translite Lifestyle Window Signs (3 options) Lettuce Shredded
Value Translite Value Make it a Meal Footer Red Onion Sliced (deep)
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.