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New Name and Logo for WW
 

before

after

Noted Sep. 25, 2018 by Armin

Industry / Lifestyle Tags /

About

(Est. 1963) “Weight Watchers is a global wellness company and the world’s leading commercial weight management program. We inspire millions of people to adopt healthy habits for real life. Through our engaging digital experience and face-to-face group meetings, members follow our livable and sustainable program that encompasses healthy eating, physical activity and positive mindset. With more than five decades of experience in building communities and our deep expertise in behavioral science, we aim to deliver wellness for all.”

Design by

SYPartners

Related links

WW renaming page
2012 Brand New post

Relevant quote
The name WW reflects that we’re becoming the world’s partner in wellness. We will always be the global leader in weight loss, but now WW welcomes anyone who wants to build healthy habits—whether that means eating better, moving more, developing a positive mindset, focusing on weight…or all of the above! In the coming weeks and months, you’ll see great new developments from us.

WW renaming page

Images (opinion after)
New Name and Logo for WW
Logo.
New Name and Logo for WW
Logo with tagline.
New Name and Logo for WW
New Name and Logo for WW
Some applications. Sorry for the low resolution; that’s all that there was available.
Brand evolution video.
Opinion

Although part of the story is about the logo, this isn’t about the logo, in part because this logo was sort of introduced in 2012 when Pentagram redesigned the Weight Watchers identity and (based on some Google-Image searching it seems like it has been used more and more in recent years). At the time, there was more emphasis on the full wordmark and we (or at least I) didn’t pay that much attention to the monogram version presented. Looking at it in isolation now, as its own free-standing logo, it’s pretty nice; a little fang-y in the counterspaces but there is something very satisfying about the two stacking “W”s. The applications look promising too with a nice integration of the logo with other elements, either inside a circle or on its own. The problem here is the name: Weight Watchers intends to change its name to WW. This is never going to happen. Not even with time. As a brand “WW” means absolutely nothing. “Weight Watchers” means everything and has meant it for 55 years. That’s a lot of equity. This is not like Federal Express changing to FedEx or International Business Machines changing to IBM; shortenings that happened more organically as some customers and employees were already referring to them in those shortened ways. This is a complete erasure of a name in exchange for a very difficult (and very dumb) way to call a company: Double U Double U. I have no internal knowledge and don’t know anyone that uses the Weight Watchers program but I 99% doubt anyone naturally calls it Double U Double U. I don’t like to be pessimistic — well, actually, I do like to, #sorrynotsorry — but I have zero confidence that this name will take. You could argue that it’s all about time and the company committing to it for a few years for it to stick but I'm willing to proclaim that people will continue to call it Weight Watchers; one, because it’s a legacy name and, two, because Double U Double U is not a name that sounds good, makes sense, or people will be willing to spell out.

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Logo Before & After
Sample Application

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