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Subway International Brand Style Guide ®
August 26, 2010 Version 1
©2010 Doctor’s Associate Inc. SUBWAY® is a registered trademark of Doctor’s Associate Inc.
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Disclaimer Please 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 Contents Introduction Overview of Brand Equities Design Elements Rules for Usage Printed Materials Price Point Sub Perspective Fresh Equity LTO Example TVC/Radio Outdoor Available Resources
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Introduction The 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 Goal iFAF’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 Solution What 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
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Red is rich, fiery and sumptuous—all connoting a treat
value
Yellow is inherently lighthearted, but this hue is also grounded
health
Green is the color of nature, unaffected and full of promise
fresh
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.
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Equities Freshly 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.
fresh
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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Equities Emerging Markets: Messaging Evolution Messaging 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
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.
health
HEALTH Once consumers have fully associated Subway® with Freshly Made, a health message can be added to collateral.
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Equities Overview These 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.
VALUE All 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 Price
HEALTH Health 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.”
INDULGENCE Indulgence 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.
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Design Elements Logotype Please refer to the iFAF Image Library for guidance on proper trademark and registration symbol usage.
eat fresh.
4 COLOR GREEN: 87% CYAN, 60% YELLOW, 65% BLACK YELLOW: 100% YELLOW
2 COLOR GREEN: PANTONE 554 YELLOW: PANTONE 102
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1 COLOR BLACK
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Design Elements Logotype + Lockups The 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 Elements Ancillary 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 Elements Color 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 PRINT C: 75, M: 20, Y: 100, K: 0 WEB R: 91, G: 162, B: 57
YELLOW = VALUE PRINT C: 0, M: 30, Y: 80, K: 0 WEB R: 250, G: 189, B: 66
RED = INDULGENCE PRINT C: 15, M: 100, Y: 100, K: 0 WEB R: 205, G: 10, B: 32
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Design Elements Color Palette - Gradient The gradient is radial, meaning the center “burst.” The gradient is a combination of the primary color palette (outside) and a secondary palette (middle).
gradient
primary
=
secondary
+
GREEN = HEALTH & FRESHLY MADE PRINT C: 58, M: 0, Y: 100, K: 0 WEB R: 138, G: 183, B: 27
YELLOW = VALUE
=
+
PRINT C: 5, M: 10, Y: 100, K: 0 WEB R: 256, G: 246, B: 0
RED = INDULGENCE
=
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PRINT C: 0, M: 74, Y: 73, K: 0 WEB R: 233, G: 96, B: 68
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Design Elements Typography Myriad 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.
headline subhead
make it a meal
add a drink and chips to your sub Myriad Pro Bold, headline copy
abcdefghijklmnopqrstuvwxyz Myriad Pro Regular, support copy
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
serif
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Design Elements Copy: Tone & Voice The 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 value money hungry health/freshly made message
get fresh with us fresh and tasty make it yours freshly made guilt free flavour indulgence message
toasty, melty, saucy a sub to savor toasty and tasty 15
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Design Elements Introduction to Grid System Grids are the basis for the layout system. Grids provide a clear visual structure, but also offer markets some flexibility.
VEGGIE CAMBROS
VEGGIE CAMBROS
GRADIENT BLOCK COLOR BASED ON TYPE IS CENTERED
BRAND EQUITY MESSAGE SUB HEAD 1ST LINE REG HEADLINE 2ND LINE BOLD TYPE FLUSH LEFT
BIG IMAGE OF SUB
VEGGIE CAMBROS
VEGGIE CAMBROS
LOGO ON GRADIENT, COLOR BASED ON BRAND EQUITY MESSAGE
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Design Elements Photography Photography 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 Usage Primary Logotype Don’ts Please refer to the iFAF Image Library for guidance on proper trademark and registration usage.
new DO NOT ADD ELEMENTS
DO NOT ROTATE OR SKEW LOGOTYPE
DO NOT SCALE/RESIZE LOGOTYPE DISPROPORTIONATELY
At we bake our bread freshly every day.
DO NOT PUT LOGOTYPE OVER IMAGES
DO NOT USE UNSPECIFIED COLORS
and Win! DO NOT USE THE LOGO LOCKUP IN A PHRASE OR SENTENCE
DO NOT USE THE LOGO IN A PHRASE OR SENTENCE
Daily Specials DO NOT ALTER THE COMPONENT PARTS OF ANY LOGO OR LOCKUP
DO NOT USE LOGO AS A BACKGROUND
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Rules for Usage Color Do’s and Don’ts value
DO NOT MIX GRADIENTS
DO NOT PUT COLORS WITHIN COLORS UNLESS SPECIFIED
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DO NOT MIX BRAND MESSAGING
DO NOT ADD UNAPPROVED COLORS
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Rules for Usage Grid System Do’s and Don’ts
DO NOT CHANGE POSITION OF LOGO
image of sub cambros
cambros
cambros
cambros
DO NOT FIT SUB IMAGE INTO SMALLER SPACE
headline subhead pricepoint
image of sub
subhead pricepoint
cambros
cambros
cambros
cambros
cambros
cambros
cambros
cambros
DO NOT FILL IN THE GRID WITH CAMBROS
image of sub cambros
cambros
cambros
cambros
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Rules for Usage Introduction 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 POP WHITE BACKGROUND
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Rules for Usage Photography: Veggies
Veggies 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 Usage Photography: Subs
In 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 Usage Photography: People
People 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 Materials Freshly Made AFrame Dimensions: A1, 594mm x 841mm Context: To be placed outside of store Messaging: Fresh, green
281mm x 295mm
VEGGIE CAMBROS 136mm x 142mm
VEGGIE CAMBROS
MYRIAD BOLD CENTER
Verify sandwich names and trademark designation for your country.
FLUSH LEFT FLUSH LEFT BOLD
BIG IMAGE OF SUB
LOGO BOTTOM RIGHT
GREEN INDICATES HEALTH
10mm SPACING VEGGIE CAMBROS
VEGGIE CAMBROS
281mm x 142mm
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Printed Materials Freshly 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
HEADLINE BOLD, FLUSH LEFT
SUB NAME FLUSH LEFT PRICE POINT FLUSH LEFT
698mm x 254mm
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Printed Materials Health Translite Dimensions: 22.5” x 22.5” Context: Interchangeable promotional menu panel, 6-8 week long window. Messaging: Fresh, green
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Printed Materials Health Window Sign Dimensions: 24” x 36” Context: signage for window display Messaging: Fresh, green
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Printed Materials Value Window Sign Dimensions: 24” x 36” Context: signage for window display Messaging: Value, yellow
288mm x 301mm
VEGGIE CAMBROS 141mm x 147mm
VEGGIE CAMBROS
MYRIAD BOLD CENTERED PRICE POINT
Verify sandwich names and trademark designations for your country.
FLUSH LEFT FLUSH LEFT BOLD
BIG IMAGE OF SUB
LOGO BOTTOM RIGHT
YELLOW INDICATES VALUE
10mm SPACING
VEGGIE CAMBROS
VEGGIE CAMBROS
281mm x 147mm
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Printed Materials Value Translite Dimensions: 22.5” x 22.5” Context: Interchangeable promotional menu panel, 6-8 week long window. Messaging: Value, yellow
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Printed Materials Value Banner Dimensions: 3ft x 8ft Context: Out of Home, quick read to drive pedestrian or moving traffic Messaging: Value, yellow
592mm x 581mm
BOLD, CENTERED
14mm SPACING LOGO BOTTOM RIGHT YELLOW INDICATES VALUE
CROPPED IMAGE OF SUB, FOCUS IS ON HOT INGREDIENTS
592mm x 281mm
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Printed Materials Sub 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 Materials Sub of the Day™ - Window Sign Dimensions: 24” x 36” Context: Interchangeable promotional menu panel. Messaging: Value, yellow Sub of the Day™ has a mark to provide distinction.
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Printed Materials Sub of the Day™ - Banner Dimensions: 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. Sub of the Day™ has a mark to provide distinction.
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Printed Materials Everyday Value - Translite Dimensions: 22.5” x 22.5” Context: Interchangeable promotional menu panel. Messaging: Value, yellow
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Printed Materials Everyday Value - Window Sign Dimensions: 24” x 36” Context: Interchangeable promotional menu panel. Messaging: Value, yellow
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Printed Materials Make it a Meal - Translite Dimensions: 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 Materials Make it a Meal - Footer Dimensions: 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 Materials Indulgence Translite Dimensions: 22.5” x 22.5” Context: Interchangeable promotional menu panel, 6-8 week long window. Messaging: Indulgence, red
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Printed Materials Indulgence Window Sign Dimensions: 24” x 36” Context: signage for window display Messaging: Indulgence, red
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Printed Materials Indulgence Door Decal Dimensions: 18” x 10” Context: drive traffic into store Messaging: Indulgence, red 148mm x 148mm
BOLD, CENTERED
11mm SPACING LOGO BOTTOM RIGHT RED INDICATES VALUE
CROPPED IMAGE OF SUB, FOCUS IS ON HOT INGREDIENTS
148mm x 73mm
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Printed Materials
HEADLINE BOLD, CENTER, 75PT
SUB HEAD CENTER, 42 PT
Indulgence Cookie Register Topper Dimensions: 8” x 9” Context: Simple signage with upsell copy (value meal or cookie) Messaging: Indulgence, red
UPSELL ITEM ARRANGED IN FUN SHAPES TO CATCH CUSTOMER’S ATTENTION
6mm SPACING
191mm x 216mm
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Printed Materials Footer - 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 Materials Table 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 Materials
67mm x 34mm
Coupons Dimensions: A5, 5.8” x 8.3” Context: promotional, coupon usage Messaging: Value, yellow
32mm x 34mm
veggie cambros
MYRIAD BOLD CENTER LARGE PRICEPOINT
Use brand of chips appropriate for your country. Chips shown are FPO. Chips may vary depending on country and contracts in place.
FLUSH LEFT FLUSH LEFT BOLD
Markets are responsible for including proper legal disclaimers on coupons. IMAGE OF SUB
PROMOTION MESSAGING
IMAGE OF PROMTIONAL PRODUCT LOGO ON YELLOW BOTTOM RIGHT
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Printed Materials Tshirt Context: 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. TRANSLITE
TABLE CUBE
BANNER
A FRAME
WINDOW SIGN
FOOTER
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Limited Time Offer This family of Peri-Peri LTO is for example purposes only. Sub perspective 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 photography is not available.
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HEADLINE
SUBHEAD SUB SIZE PRICE POINT
BACKGROUND COLOR REFLECTS EQUITY
IMAGE OF SUB
MEAL DEAL PRICE POINT
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BACKGROUND COLOR REFLECTS EQUITY HEADLINE
SUBHEAD
SUBHEAD
IMAGE OF SUB
VEGGIE CAMBROS
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BACKGROUND COLOR REFLECTS EQUITY HEADLINE
IMAGE OF SUB
LOGO SUBHEAD
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Sub Perspective
building
Apple iPad
Subway® sandwich
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Sub Perspective
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18º 6” Sub Perspective
0º
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Footlong Guidance Please 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/Radio
fresh tvc
TVC
Two 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 TVC TVC 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 TVC
TVC 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.)
value tvc
RADIO
Radio 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 Disclaimer
Agencies and markets are responsible for reviewing the disclaimer on page 2 before editing copy or images in the customizable TVC templates. 60
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Outdoor General 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 Resources POP Templates In 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: 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)
TVC The 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.
RADIO A 30 second radio track utilizing the music from the Fresh TVC is available upon request. For more information, please contact your iFAF Marketing Coordinator. 62
