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Subway shoots for more modern look, message

subway new logo

Subway has unveiled a revised logo that it says better reflects the current positioning of the world’s largest restaurant chain.

Its logo has been tweaked to project “a fresh, contemporary look,” the chain says, one that underscores Subway as a nutritious yet affordable option for diners. It's also added a trademarked symbol to the mix, a simple “S” that features the arrow design displayed in its logo.

“We are on an exciting journey to meet the changing tastes of our guests,” Suzanne Greco, Subway's CEO, said in a statement. “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 will be featured during two ads debuting tonight, one of which explores the emotion behind consumers' pursuit of better things, such as a father seeking to get healthy for the sake of his young daughter. Both ads employ the hashtag #SearchforBetter. 

Subway has enacted a number of changes following a difficult year that involved systemwide sales declines, a class-action lawsuit, the death of its co-founder and the fall from grace of its longtime spokesman.

The chain in recent months announced revisions to its menu, including the rebranding of its fan-favorite $5 Footlong, and the launch of a new division centered on digital initiatives.

It was also revealed this week that Subway has partnered with a division of the Department of Labor to help franchisees maintain compliance with labor regulations, potentially setting up the chain to be considered a joint employer of its franchisees’ staffs.

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