Designers love to whine about new logos and this ID for Subway isn’t immune to that. Well, I would like to take this opportunity to complain about Subway’s old logo.
Since 2002 the Subway ID has taken an italicized direction, echoing NASCAR and anything with a gratuitous “dynamic” approach. I imagine it went something like “it represents a subway and subways move and are fast like our sandwiches!” Logos need not bark like a dog.
How about those hokey arrows? At least the old 1968 arrows remained true to form, staying inline with the letter strokes — the strokes were exaggerated to accommodate the arrows. With the post-2002 “super italic-dynamic” version, the arrows sadly morph into stumpy vestigial afterthoughts. Presumably the short lived 2015 version was an effort to fix things. But the new logo, borrowing a lot from the old 1968 version (great mark) considers the arrows instead of passing them over for faux dynamism. Now our prehensile friends can again point with purpose!
Counter to what you might read on the brand identity bitchfest websites — where it’s like YouTube comments for logos — this new Subway ID is modern, pleasantly geometric, and is anything but “boring” as some have parroted. Of course there are those who think a logo needs to scream like Rudy Giuliani. They would be wrong.
Subway’s new identity is certainly heading in a much improved direction. We’ll see how it evolves in the coming months.