Weight Watchers has a new look and feel for their brand, and they seem to be adding themselves to a growing list of brand redesigns gone wrong. They did get one thing right—their old design was feeling dated.
Pentagram, the agency that designed the new look, explains the disappearing effect as a gradation that “conveys the brand’s spirit of transformation.” Adding:
“Modern, open and energetic, the identity brings to life the transformation that members experience when they adopt a new lifestyle that can lead to significant weight loss.”
Anyone getting that from this “energetic” black and white display?
Didn’t think so. In fact, most commenters in LinkedIn’s Brandixit group aren’t impressed with the new design at all. See some of the members’ quotes below and the entire discussion on LinkedIn:
“Wow, have the big agencies gotten lazy, and stupid. No better way to say FAT with type. Not only supremely uninventive, but contradictory!”
“I appreciate the effort that goes into any creative enterprise but I agree with others who don’t care for the new Weight Watchers logo. Disappearing does not convey ‘a narrative of positive transformation’. However, it is a brilliant metaphor for anorexia.”
“If they really wanted to tell a story, they should have had the gradient go from light to dark as it gets thinner; as though the person was becoming alive and vibrant, rather than fading away.”
All of these commenters make some very good points.
Even when you review Weight Watchers guides, you just see a collection of what looks like bright books and cookbooks. Nothing really defines an identity here. A bad thing for a brand.
I do love the colors and the brightness—very positive. And the stacked logo shown on the welcome kit materials below is a bit better than the standard horizontal black and white logo.
Now compare the new logo with the competition:
Like its new logo, WeightWatchers seems to disappear rather than stand out. Again, bad for a brand. I am not in WeightWatchers’ target audience, so I am interested to see what those consumers think. What do you think?
And why are all these brands (and agencies) getting their rebranding wrong?