Sandwich Chain Gets Makeover
by Jim Lovel
After six months of planning, Blimpie is introducing its new logo and store design as part of its plan to update the image of the 41-year-old restaurant chain, the company said.
The logo retains the Atlanta-based company's signature green and yellow colors but removes the red circle that surrounded its name in the previous logo. The new logo will be used in future advertising and gradually integrated throughout the system on packaging, merchandising, signs and uniforms.
The new design of the restaurants, which will be used in all future construction, uses earth tone paint and tile, hardwood floors and pendant lighting. The eateries also will include a “community table” to accommodate larger groups and curved architectural elements to simulate the look and feel of the logo.
“Now our brand reflects this forward-thinking positioning, transforming Blimpie from its heritage as a traditional neighborhood sub shop to a more consumer-driven, contemporary deli,” said Mark Mears, chief marketing officer of Blimpie.
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