Brand Style Guide

eat fresh.

indulge value health

Subway® International Brand Style Guide

August 26, 2010Version 1

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

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DisclaimerPlease 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 ContentsIntroductionOverview of Brand EquitiesDesign ElementsRules for UsagePrinted MaterialsPrice Point Sub PerspectiveFresh EquityLTO ExampleTVC/RadioOutdoor Available Resources

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IntroductionThe 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 GoaliFAF’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 SolutionWhat 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

indulge

value

health

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.

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

Yellow is inherently lighthearted, but this hue is also grounded

Red is rich, fiery and sumptuous—all connoting a treat

fresh

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fresh

EquitiesFreshly 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 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.

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 it’s color and messaging that differentiate each of the equities.

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EquitiesEmerging Markets: Messaging EvolutionMessaging 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.

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

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

freshly made health

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EquitiesOverviewThese 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.

VALUEAll 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

HEALTHHealth is a key Subway® brand competitive advantage. Subway® restaurants can provide consumers with an emotional benefit: if I eat well, I’ll 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.”

INDULGENCEIndulgence 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.

Price

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Design ElementsLogotypePlease refer to the iFAF Image Library for guidance on proper trademark and registration symbol usage. eat fresh.

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4 COLORGREEN: 87% CYAN, 60% YELLOW, 65% BLACK YELLOW: 100% YELLOW

2 COLORGREEN: PANTONE 554YELLOW: PANTONE 102

1 COLORBLACK

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Design ElementsLogotype + LockupsThe ® 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 ElementsAncillary 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 ElementsColor 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

PRINTC: 75, M: 20, Y: 100, K: 0WEBR: 91, G: 162, B: 57

YELLOW = VALUE


RED = INDULGENCE


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Design ElementsColor Palette - GradientThe gradient is radial, meaning the center “burst.” The gradient is a combination of the primary color palette (outside) and a secondary palette (middle).

GREEN = HEALTH & FRESHLY MADE


YELLOW = VALUE


RED = INDULGENCE


=

gradient primary secondary

+

= +

= +

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Design ElementsTypographyMyriad 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 that’s the next closest sans serif, likely Helvetica.

Lowercase is required at all times.

Myriad Pro Bold, headline copy

abcdefghijklmnopqrstuvwxyzMyriad Pro Regular, support copy

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

make it a mealadd a drink and chipsto your sub

headline

subhead

serif sans serif

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Design ElementsCopy: Tone & VoiceThe 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 valuemoney hungryhealth/freshly made message

get fresh with usfresh and tastymake it yoursfreshly made guilt free flavourindulgence message

toasty, melty, saucya sub to savortoasty and tasty

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Design ElementsIntroduction to Grid SystemGrids are the basis for the layout system. Grids provide a clear visual structure, but also offer markets some flexibility.

BIG IMAGE OF SUB

VEGGIE CAMBROS VEGGIE CAMBROS

SUB HEAD1ST LINE REGHEADLINE2ND LINE BOLDTYPE FLUSH LEFT

GRADIENT BLOCKCOLOR BASED ON

TYPE IS CENTERED

BRAND EQUITY MESSAGE

VEGGIE CAMBROS VEGGIE CAMBROS LOGO ON GRADIENT,COLOR BASED ON

BRAND EQUITY MESSAGE

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Design ElementsPhotographyPhotography 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 UsagePrimary Logotype Don’tsPlease refer to the iFAF Image Library for guidance on proper trademark and registration usage.

DO NOT ADD ELEMENTS

DO NOT PUT LOGOTYPE OVER IMAGES

DO NOT USE THE LOGO LOCKUP IN A PHRASE OR SENTENCE

DO NOT ALTER THE COMPONENT PARTS OF ANY LOGO OR LOCKUP

DO NOT USE LOGOAS A BACKGROUND

DO NOT USE UNSPECIFIED COLORS

DO NOT USE THE LOGO IN A PHRASE OR SENTENCE

At we bakeour bread freshly every day.

DO NOT ROTATE OR SKEW LOGOTYPE

DO NOT SCALE/RESIZE LOGOTYPE DISPROPORTIONATELY

new

and Win! Daily Specials

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Rules for UsageColor Do’s and Don’ts

DO NOT MIX GRADIENTS

DO NOT PUT COLORS WITHIN COLORS UNLESS SPECIFIED

DO NOT ADD UNAPPROVED COLORS

DO NOT MIX BRAND MESSAGING

healthvalue indulge fresh

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Rules for UsageGrid System Do’s and Don’ts

DO NOT CHANGE POSITION OF LOGO

DO NOT FILL IN THE GRID WITH CAMBROS

DO NOT FIT SUB IMAGE INTO SMALLER SPACE

cambroscambros

subheadpricepoint

image of sub

headline

cambroscambros

cambros

cambros

cambros

cambros

cambros

cambros

cambros

cambros

cambros

cambros

cambros

cambros

subheadpricepoint

image of sub

image of sub

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Rules for UsageIntroduction 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 POPWHITE BACKGROUND

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Rules for UsagePhotography: VeggiesVeggies 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 UsagePhotography: SubsIn 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 UsagePhotography: PeoplePeople 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 MaterialsFreshly Made AFrameDimensions: A1, 594mm x 841mmContext: To be placed outside of storeMessaging: Fresh, green

Verify sandwich names and trademark designation for your country.

BIG IMAGE OF SUB

10mm SPACING

VEGGIE CAMBROS136mm x 142mm VEGGIE CAMBROS281mm x 295mm

FLUSH LEFT

FLUSH LEFT BOLD

LOGO BOTTOM RIGHT

GREEN INDICATES HEALTH

MYRIAD BOLDCENTER

VEGGIE CAMBROS VEGGIE CAMBROS 281mm x 142mm

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Printed MaterialsFreshly 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

698mm x 254mm

HEADLINE BOLD, FLUSH LEFT

SUB NAME FLUSH LEFT

PRICE POINT FLUSH LEFT

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Printed MaterialsHealth TransliteDimensions: 22.5” x 22.5”Context: Interchangeable promotional menu panel, 6-8 week long window. Messaging: Fresh, green

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Printed MaterialsHealth Window SignDimensions: 24” x 36”Context: signage for window displayMessaging: Fresh, green

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Printed MaterialsValue Window SignDimensions: 24” x 36”Context: signage for window displayMessaging: Value, yellow

Verify sandwich names and trademark designations for your country.

BIG IMAGE OF SUB

10mm SPACING

VEGGIE CAMBROS141mm x 147mm VEGGIE CAMBROS288mm x 301mm

FLUSH LEFT

FLUSH LEFT BOLD

LOGO BOTTOM RIGHT

YELLOW INDICATES VALUE

MYRIAD BOLDCENTERED

PRICE POINT

VEGGIE CAMBROS VEGGIE CAMBROS 281mm x 147mm

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Printed MaterialsValue TransliteDimensions: 22.5” x 22.5”Context: Interchangeable promotional menu panel, 6-8 week long window. Messaging: Value, yellow

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Printed MaterialsValue BannerDimensions: 3ft x 8ftContext: Out of Home, quick read to drive pedestrian or moving trafficMessaging: Value, yellow

592mm x 581mm

592mm x 281mmCROPPED IMAGE OF SUB,

FOCUS IS ON HOT INGREDIENTS

14mm SPACING

LOGO BOTTOM RIGHT

BOLD, CENTERED

YELLOW INDICATESVALUE

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Printed MaterialsSub 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 MaterialsSub of the Day™ - Window SignDimensions: 24” x 36”Context: Interchangeable promotional menu panel.Messaging: Value, yellow


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Printed MaterialsSub of the Day™ - BannerDimensions: 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 doesn’t 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.


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Printed MaterialsEveryday Value - TransliteDimensions: 22.5” x 22.5”Context: Interchangeable promotional menu panel. Messaging: Value, yellow

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Printed MaterialsEveryday Value - Window SignDimensions: 24” x 36”Context: Interchangeable promotional menu panel. Messaging: Value, yellow

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Printed MaterialsMake it a Meal - TransliteDimensions: 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 MaterialsMake it a Meal - FooterDimensions: 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 MaterialsIndulgence TransliteDimensions: 22.5” x 22.5”Context: Interchangeable promotional menu panel, 6-8 week long window. Messaging: Indulgence, red

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Printed MaterialsIndulgence Window SignDimensions: 24” x 36”Context: signage for window displayMessaging: Indulgence, red

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Printed MaterialsIndulgence Door Decal Dimensions: 18” x 10”Context: drive traffic into storeMessaging: Indulgence, red

148mm x 148mm

148mm x 73mmCROPPED IMAGE OF SUB,

FOCUS IS ON HOT INGREDIENTS

11mm SPACING

LOGO BOTTOM RIGHT

RED INDICATESVALUE

BOLD, CENTERED

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

191mm x 216mm

HEADLINEBOLD, CENTER, 75PT

SUB HEADCENTER, 42 PT

6mm SPACING

UPSELL ITEM ARRANGED IN FUN SHAPES TO CATCH CUSTOMER’S ATTENTION

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Printed MaterialsFooter - 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 MaterialsTable 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 MaterialsCoupons Dimensions: A5, 5.8” x 8.3”Context: promotional, coupon usageMessaging: 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.

67mm x 34mm 32mm x 34mm veggie cambros

IMAGE OF SUB

IMAGE OF PROMTIONAL PRODUCT

MYRIAD BOLDCENTER

LARGE PRICEPOINT

FLUSH LEFT

FLUSH LEFT BOLD

PROMOTION MESSAGING

LOGO ON YELLOWBOTTOM RIGHT

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Printed MaterialsTshirtContext: 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.

BANNER

FOOTER

A FRAME

TRANSLITE

WINDOW SIGN

TABLE CUBE

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Limited Time Offer This family of Peri-Peri LTO is for example purposes only. Sub per-spective 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 photogra-phy is not available.

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BACKGROUND COLORREFLECTS EQUITY

IMAGE OF SUB

MEAL DEALPRICE POINT

SUB SIZE

PRICE POINT

SUBHEAD

HEADLINE

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SUBHEAD

IMAGE OF SUB

VEGGIECAMBROS

SUBHEAD

HEADLINE

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IMAGE OF SUB

SUBHEAD


HEADLINE

LOGO

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building Apple iPad Subway® sandwich

Sub Perspective

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Sub Perspective

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0º

18º

6” Sub Perspective

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Footlong GuidancePlease 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/RadioTVCTwo 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 TVCTVC 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 TVCTVC 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.)

RADIORadio 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 DisclaimerAgencies and markets are responsible for reviewing the disclaimer on page 2 before editing copy or images in the customizable TVC templates.

value tvc

fresh tvc

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OutdoorGeneral 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 ResourcesPOP TemplatesIn 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:

TVCThe 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.

RADIOA 30 second radio track utilizing the music from the Fresh TVC is available upon request.

For more information, please contact your iFAF Marketing Coordinator.

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)

Documents

Brand Style Guide