Subway reveals minimalist new logo and symbol

Subway ditches its italic identity, simplifies its wordmark and creates a new “S” symbol ahead of its 2017 global identity roll out.


Fast-food restaurant chain, Subway, has unveiled a new logo and symbol, premiering it during several Olympics TV spots.

The logo retains the core colours long associated with the brand – green and yellow – but it has opted to swap out italics in favour of a more minimalist typeface.

Meanwhile, the new symbol – featuring one yellow and one green arrow – is curved to form a large, graphic “S” shape.

Roll out early 2017

Suzanne Greco, president and chief executive of Subway, says: “The Subway brand is recognised throughout the world, and this new look reinforces our commitment to staying fresh and forward-thinking with a design that is clear and confident without losing sight of our heritage.”

The new identity is expected to roll out across all Subway restaurants, communications, and digital experiences worldwide in early 2017.

“This was a cross-functional project led by our creative team, working with a variety of design partners. Our initial work began last fall and we went through several iterations over the past year to get the logo and symbol just right,” says Subway.

The restaurant chain says it will confirm who else has worked on the design of the new logo when it rolls out next year.

Subway Logo
The previous Subway logo
Hide Comments (3)Show Comments (3)
  • George Kay August 9, 2016 at 7:59 pm

    Not sure what I think about the symbol, seems a little forced and I’m not sure about the various rounded/non-rounded edges on the corners? I don’t dislike it but I don’t love it however it might grow on me. But otherwise I like it. Just my personal opinion of course. I think it’ll be better to revisit the rebrand once it begins being used on restaurant fronts and point-of-sale etc. It will be interesting to see whether any additional elements will be introduced like typefaces for menus etc. or if it’s just a logo change.

  • Mark North August 10, 2016 at 11:06 am

    Not massive news though, is it?

  • Andi Rusyn August 15, 2016 at 9:25 am

    My instant first thought on the logo was “I like that”.
    Its modern-retro-ness is, I think, quite endearing and certainly approachable. And a big improvement on the rather dated current logo.
    As for the symbol, what? Really? Huh? Apart from arrows and colours it has no visual link or relation of any sort to the main logotype… It’s as if it’s something that popped up during the creative process that everyone liked and they’ve decided to shoe-horn it into the new branding. Which is never a good idea.

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