Subway is debuting its first new logo since 2001, swapping the bold, thick font with a more minimalist choice while keeping the signature arrows on the “S” and “Y.”
“We are on an exciting journey to meet the changing tastes of our guests,” Subway President and CEO Suzanne Greco told Business Insider. “The Subway brand is recognized 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 logo is the brand’s “next step” in its evolution, listening to consumers’ desires and following the addition of more premium menu items including carved turkey breast and rotisserie-style chicken. It will debut in two spots during NBC’s coverage of the Olympics Opening Ceremony, highlighting the #SearchforBetter and Subway’s role in the journey.
Subway has also launched Subway Digital, a tech-focused unit. The new logo and symbol will roll out across all Subway restaurants, communications and digital experiences worldwide starting next year, reports CNBC.
Subway’s food journey began in 1965 and the sandwich chain has used opposing arrows in its identity since 1965, representing the choice of ingredients it offers consumers. Subway is facing stiff competition from Arby’s and Jersey Mike’s and saw sales plummet by 3.4% last year.
The New Chicken Caesar Melt is prepared with all of the all white meat Rotisserie-Style Chicken you can handle. pic.twitter.com/DBV2fKp6dm
— SUBWAY® (@SUBWAY) July 26, 2016
The move comes as its competition is stepping up on fresh food and revamping its menu. Prompted by consumers’ desire for healthier fast-food choices across the board, McDonald’s is boosting its commitment to eliminate artificial ingredients from Chicken McNuggets and high-fructose corn syrup from hamburger buns and to serve chicken not treated with antibiotics. It’s part of McDonald’s “Our Declaration” food philosophy with the tagline, “The simpler the better.”
“More than ever, people care about their food—where it comes from, what goes into it and how it’s prepared,” said Mike Andres, President McDonald’s USA. “We’re making changes to ensure the food we’re proud of is food our customers love and feel good eating, and we remain committed to our continuing food journey.”