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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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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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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Chinese Signs of the Times

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Through the use of neon signs, Mehmet Gözetlik, Istanbul-based art director of Antrepo design agency, demonstrated how 20 of the best-known Western brands might be translated into Chinese.

In an interview with the International Business Times, Gözetlik pointed out that China is now the world’s largest economy and has a current population of 1.35 billion people. Yet, he adds, foreign companies take a literal and phonetic approach to presenting their brand, instead of considering how the logo translates visually and culturally. “Most of today’s Western brand identities are created by Western design companies, based on Western culture. It means we have two separated worlds, because of our DNA. So, there is more misunderstanding than we thought. We don’t actually understand many things we assume that are understood. We are like a person who misses the view while reading on the train. We are not aware of where we are coming from, going to or passing by,” Gözetlik said.
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Script Logotypes

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Hand-drawn script logotypes convey a lot about the personality of a brand. The letter may look breezily dashed off, elegant, relaxed, energetic, confident, approachable, quirky or playful. The thicks and thins of the letterform, the extra embellishment, or lack thereof, hint at how the company wants to be perceived. Script letters feel more like personal signatures – individual and unique. This quiz is to see if you can name the brand that owns these logotypes. See answers after the jump.
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Gotham Writers Right On the Mark

Founded in New York City in 1993 by two writers Jeff Fligelman and David Grae, Gotham Writers’ Workshop has since grown into one of the nation’s largest adult education writing schools offering both private and online classes in every genre, from fiction to screenplays to poetry to memoirs. After 20 years, however, Gotham felt it was time to move from a more generic-looking logotype to a customized brand identity.

Brooklyn-based design studio Hyperakt was asked to evolve the brand to give it greater presence. After conducting in-depth research, Hyperakt distilled the essence of the brand message to “craft igniting creativity.” To better represent the scope of Gotham’s offering of online classes and events, Hyperakt recommended that the name be shortened to “Gotham Writers,” dropping the word “Workshop” completely. “The shift better represents the school’s community of writers and promotes a sense of belonging,”

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Quiz: Global Brands

It’s not always as simple as applying a single set of graphic standards across the board when a brand expands into foreign markets. In some cases, the brand name may be difficult to pronounce in the native language or the letters may translate into a word that is negative or obscene. Or the graphic mark may include a detail that may be perceived as insulting or culturally taboo. The challenge for brand designers is to adapt the logo to the region, while preserving enough elements to make it recognizable in every part of the world. Ideally, travelers to a foreign country will recognize the brand identity on sight even if the letters or image differ from what they are used to in their own culture. See if you can name these brands. (Answers after the jump.)


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Maribor Theatre Festival in Slovenia

The Maribor Theatre Festival is the oldest and most prominent theatre festival in Slovenia. In recent years, it has evolved into an international event with symposia, and foreign guests, producers and performances. The festival has been the scene of exciting arguments, thought-provoking insights, unexpected reversals, and controversy. If the bold graphic identity designed by Nenad Cizl for the 48th Maribor Festival is any indication, attendees can anticipate works of equal originality and drama. Cizl explains that the visual theme for his art is intended “to address the attitude of Slovene politicians toward culture.”

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