Subway

Subway’s issue isn’t about being recognized; everyone knows the green. The problem is that the brand started to feel heavy and corporate. It lost the sense of being a place where you can make choices and began to seem like just another fast-food chain trying to appear healthy. The toughest choice was to remove the arrow, which had been part of the logo for a long time but had lost much of its meaning. The new logo focuses on the product itself. The rounded letters look like the cross-section of a sub. The dots under the wordmark aren’t just for show; they represent the ingredients: tomato, lettuce, onion, and sauce. You can spot them in the logo if you look closely. After that, the ingredients inspired the whole design system, from their colors and shapes to their energy. The tagline 'Make it what you want' is more than just a slogan. It’s the core idea behind the brand. Customization is what gives it personality. The brand’s essence is still the same, but now it feels lighter, more focused, and clearly human.