New Weight Watchers logo unveiled

Weight-loss brand Weight Watchers has unveiled a new logo design that's a big departure from its previous identity.

Designed by Paula Scher of Pentagram, the logo uses a typeface based on a customized version of the font Fort, is all lower-case, and is graduated - presumably to represent the shedding of weight that the company is famous for.

Old logo at the top versus the new incarnation below. But which is best?

Old logo at the top versus the new incarnation below. But which is best?

Although the main logo is grayscale, as you can see in the short video at the top of this post, there are colour versions of the branding too.

The new identity hasn't been without criticism, with some industry commentators describing it as looking like Microsoft Word Art.

The new identity features across letterheads, business cards, and more

The new identity features across letterheads, business cards, and more

The Microsoft comparison is apt, because Pentagram was also behind the similarly controversial rebranding of the software giant this year (click here to read designers' views on Microsoft's rebrand).

Pentagram is bullish about their design, as you would expect, saying on their website: "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."

What do you think of Weight Watchers new logo? Tell us in the comments!

Now read:

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

The Creative Bloq team is made up of a group of design fans, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of seven full-time members of staff: Editor Georgia Coggan, Deputy Editor Rosie Hilder, Deals Editor Beren Neale, Senior News Editor Daniel Piper, Digital Arts and Design Editor Ian Dean, Tech Reviews Editor Erlingur Einarsson and Ecommerce Writer Abi Le Guilcher, as well as a roster of freelancers from around the world. The 3D World and ImagineFX magazine teams also pitch in, ensuring that content from 3D World and ImagineFX is represented on Creative Bloq.