On hearing that WeightWatchers had undergone a branding makeover we were really looking forward to seeing the results! To be tasked with refreshing an identity for such a well known brand would be a very exciting brief to work on…
“As part of the program overhaul and looking forward to the next 50 years, WeightWatchers gave its brand a new, highly modern visual system that brings to life the transformation members experience when they adopt a new lifestyle that can lead to significant weight loss.”
You can imagine my disappointment. Not only is the design clunky and somewhat outdated, it also has a hidden rude word…rhymes with bat…? Something every designer should be vigilant about when creating logos!
The colour pallet features brightly coloured versions which do help to bring some vibrancy to the font but ultimately struggle to balance out the heavy weight type face used. The design should be inspiring, full of life, almost bouncing off the page with energy, encouraging people to engage in a healthy lifestyle and ooze vitality. Maybe the heavy weight type face was meaning to inspire confidence, the simplicity of the type face to denote effortlessness and simplicity in achieving your weight loss goals? But ultimately the logo falls short, instead the font appears ‘stodgy’ and solid and despite the bright colour versions, rather lifeless and un-motivating.
I can see what the designer was trying to achieve from the following justification….
“The new identity features a friendly, accessible logotype with the WeightWatchers name set in lowercase. The logotype appears in a gradient that visibly lightens from left to right, embodying the idea of transformation and losing weight.”
On a plus note I do admire the simplicity and boldness of the design, there is a temptation with refreshing / revamping a well known brand to loose perspective of the brands core values and make a statement for the wrong reasons, by way of something overly bold and wacky or overtly plain, it could be worse, maybe.
WeightWatchers, good luck with the next 50 years, next time use a leading food service design agency.
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