Most of you are probably familiar with Weight Watchers, an American company that offers dieting products and weight loss guidance. On Monday, December 3, Weight Watchers launched a new weight loss program called Weight Watchers 360°. The reason you are reading about that here is that at the simultaneously the company launched a new corporate identity, created by Paula Scher at Pentagram.
Weight Watchers itself says the new identity "brings to life the transformation members experience when they adopt a new lifestyle that can lead to significant weight loss". The gradient from dark to light is the visual expression of the transformation Weight Watchers costumers go through. The typeface is designed by Jeremy Mickel and is a customisation of his Fort typeface.
"The new identity features a friendly, accessible logotype with the Weight Watchers 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. The designers also developed a logomark version that can function as a monogram or icon, as well as logotypes for PointsPlus, the new Weight Watchers 360º program, and the various Weight Watchers sub-brands. The identity uses a proprietary typeface designed by Jeremy Mickel, based on a customized version of his font Fort.
Gradation is an essential element of the entire program, symbolizing change. In addition to the grayscale gradient of the primary logotype, the gradation appears in the primary palette of five bright, bold colors. In horizontal elements, the gradation appears from left to right; in vertical elements like logomark, from top to bottom. The transition may also use multiple colors, appearing as a dual gradation, but always moving from dark to light. On print pieces and packaging, the gradation is applied to a colored bar, a distinctive graphic element that helps tie the brand together. This bright band of color is complemented by images of food, photographed on simple, neutral backgrounds." - Pentagram
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