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Subway Refreshes Its Brand Identity

OLD SUBWAY LOGO

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NEW SUBWAY LOGO

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Subway, the world’s largest submarine sandwich chain with more than 44,000 locations around the world, has refreshed its identity with a new logo and symbol. A brighter, cleaner, bolder version of the chubby outlined wordmark that Subway has been using for the past 15 years, the new logo maintains the equity of its two color wordmark, but this time the “Sub” is a richer yellow-orange and the “way” a bright green. The signature arrows remain, but look more whimsical and less like a freeway turnoff. What’s really special about Subway’s rebranding is its new symbol – two opposing arrows shaping an “S” inside. Subway plans to install its new graphic identity in all of its restaurants in 2017. According to a Subway spokesperson, the design work was a cross-functional project led by an inhouse creative team, working with a variety of design partners.
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Viral Marketing

Marketing Mascot Dies at age 16; A Nation Mourns

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More than 3,000 mourners came to the rural Japanese village of Kinokawa last weekend to pay their final respects to Tama the super stationmaster of Kishi Station, the last stop on the Wakayama Electric Railway line. Tama was elevated from stray cat to stationmaster in 2007, at a time when the regional rail line was $4.7 million in the red, forcing the layoff of all employees at Kishi Station and leaving the stop unmanned. Reluctant to evict the charming calico cat that hung around the station, the railway’s president announced that he was appointing Tama the super stationmaster of Kishi Station — a position that included free housing in the ticket booth, her own litter box, and an annual salary paid in cat food. For her official duties of meeting and greeting passengers, Tama was outfitted in a tiny custom-made stationmaster cap and cape.

What started out as a playful marketing ploy to raise awareness of the railway’s plight quickly turned into a media sensation with tourists from across Japan and around the world flocking to the village to see Tama at work. Train ridership increased significantly, and Kishi Station itself became a tourist attraction.

The railway’s management capitalized on Tama’s appeal and developed an extensive line of souvenir items bearing a cartoon likeness of Tama, including T-shirts, coffee mugs, stuffed animals, and even a full set of dining room furniture featuring carved silhouettes of cats. In 2009, Wakayama Electric Railway rolled out a train car decorated with cartoon images of Tama, and redesigned the exterior architecture of Kishi station to resemble a cat’s face.
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Marketing

Shocase Shows Off Marketing Talent

Shocase is a new social network site with some of the intentions of LinkedIn, Pinterest and Facebook, but is targeted specifically to the 100+ million marketing professionals worldwide. It acts somewhat like the old Blackbook directories, but in a friendlier, more interactive and constantly updated way.

Shocase CEO Ron Young explains, “Members can present their work, skills and experience in the best light to the audience they value most; brands can find the right marketing professionals to suit their needs in any discipline. The site is designed to help build working relationships, and ultimately help members grow their business.”

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