Subpar results for Subway’s logo redesign
I understand Subway’s desire to move further and further away from the Jared implosion a couple of years ago. Using a celebrity as a foundational element to build your brand can come back to haunt you if something goes wrong. Tiger Woods, Lance Armstrong, and Paula Dean are examples of fairly recent celebrity endorsements gone wrong.
Beyond the Jared implosion, the category has been going through rapid change as customer expectations around the quality of their food becomes an ever increasing focus. This shift in the market would trigger me as a CMO to revisit our brand including our logo design.
I think Subway missed the mark with their new logo design. It looks like something a crowdsourcing platform would of delivered. Instead of moving forward and building off the previous logo it takes a step backwards. No imagination, no new twist, nothing dynamic, and quite frankly a more generic look. It lost it’s sense of motion, the sterngth of a contained word mark and arrow on the “Y” looks deformed. On the positive side the stripped down “S” icon works well but it’s at the expense of the master identity.
The previous logo wasn’t a pinnace of graphic design, but it became an icon in the category as Subway skyrocketed into being one of the largest fast-food franchises in the world. I think a smaller refinement would have served their brand much better.