#13 Firehouse Subs

Country: United states

Industry: Food Service

What: Firehouse Subs is an American restaurant chain based in Jacksonville, Florida. It was founded in 1994 by former firefighter brothers Chris and Robin Sorensen. Owning to the Sorensens' involvement in firefighting, the interior decor of Firehouse Subs locations are inspired by fire stations, and often include firefighter equipment and memorabilia. Each restaurant features a custom mural, hand drawn and painted at the company's headquarters in Jacksonville, Florida. The murals reflect fire and police service unique to each restaurant's community or town.

Vision: “Firehouse Subs is a daily affirmation that serving good food and doing good belong together - We’re selling subs and saving lives.” → The Firehouse Subs Public Safety Foundation has raised more than $12 million since 2005 to help improve local emergency services.

Words: fire, service, home

Fire → firefighters, cooking, hot food, excitement, boldness, heritage

Service → community, public, family, firefighters, HOME

Strategy: a logo that combines the symbol of home and fire.