Subway

Refreshing
Fresh

Though Subway was the #1 fast food franchise in the world, sales were suffering due to increased market competition and higher consumer expectations for quality, nutritious food. The purpose of this project was to bring freshness back to the brand through a visual identity redesign.

The visual identity centers around the concept of choice and customization. The Choice Mark, a shorthand version of the heritage-inspired wordmark, helps bring this idea to life throughout the design system. The photography plays a large role as well, highlighting Subway’s fresh ingredients and sandwiches in a playful, colorful, and unexpected way.

The redesign launched globally across all touchpoints including packaging, uniforms, advertising, social media, and more.
Credits
Agency: Turner Duckworth
Role: Lead Designer

Team:
Andy Baron – Creative Director
Drew Stocker – Lead Designer
Naomie Ross – Motion Designer
Marion Luttenberger – Photographer
Ian Brignell – Typographer
SUB_Glasses
SUB_Book
SUB_Tired
SUB_Planet
SUB_Dance
SUB_Notes
SUB_Heart
SUB_XOXO
SUB_Claw
SUB_Bed
SUB_Ocean
SUB_Pinwheel
SUB_Seesaw
Subway_competition_images_NEW-04
2018-1-8_SUBWAY_21oz_Cup_Competition
Subway_Packaging-ToGoBag_LR
Subway_Packaging-Coffee_LR
Subway_Packaging-SodaTop_LR
Subway_Uniform_LR
Subway_Uniform-Badges_LR
SUB_Pencil
Subway_competition_images_NEW-16
← Mill Valley Film Festival
→ Newman’s Own

Nicole Jordan

Design Director & Designer

🦀 San Francisco, California
↳ via NYC & PDX

🏄‍♀️ Currently Freelancing
↳ Previously – Turner Duckworth
and Jones Knowles Ritchie

🐈 Imo's roommate

Recognition

Art Director's Club
Brand New
Clio Awards
Communication Arts
Drum Design Awards
Epica Awards
FAB Awards
Graphis
Mobius Awards
Red Dot Design Awards
The Dieline
The One Show

Contact

nicolehitomi@gmail.com
⟶ LinkedIn

© 2026 Nicole Jordan