Subway

Subway's problem isn't recognition; everyone knows the green. The issue is that the brand started to feel heavy. It lost the sense of being a place where you make choices and began to feel like just another fast-food chain. The toughest decision was removing the arrows. They had been part of the logo for a long time, but had lost their meaning. The new logo focuses on the product itself. The dots under the wordmark aren't decorative; they represent the core ingredients: bread, tomato, lettuce, onion, and sauce. Those ingredients drove the entire design system. Their colors, their shapes, their energy. The tagline "Make it what you want" is more than a slogan. It's the core idea. Customization is what gives the brand its personality. The essence remains the same; it just feels lighter, more focused, and clearly human.