(Est. 2004) “The Biggest Loser is a reality television show which started in the United States in 2004. The show centers on overweight and obese contestants attempting to lose the most weight and to fight for a cash prize. There are different variations of The Biggest Loser around the world. Each country has made its own adaptation to the show; however, the contestants always have the same goal: to lose the highest percentage of weight (or most weight) to become the Biggest Loser.” (Wikipedia)
The show has long used the measuring tape device in its logo — originally to almost comedic effect — as a quick reminder that this show is about getting thinner. As quirky as the original logo was, the tape made more sense than in the recent version where the tape is just an underline. Anyway, the tape is gone, and in its place is a new gym-like logo that helps establish The Biggest Loser as a fitness lifestyle brand and not just a TV show. After all, there is now a Biggest Loser resort, clubs, and books and DVDs. The new "B" monogram icon is a bit of a mess with a diagonal line crossing across a random angle, thicks and thins in the letter itself and counterspaces that don't make a lot of sense, and a general obsoleteness to it. In its defense, it looks athletic and fitness-ey so goal achieved in that regard. The italic Gotham Black is fine but forgettable. Overall, the logo is not the biggest loser but it could be better.
Thanks to David Johnson for the tip.