Fitbit has a (slightly) new logo

The big news for Fitbit today was the announcement of the Blaze fitness watch, the company’s first product that competes in a more direct way with Apple than ever before.

But the real news to me, nerdy designer that I am, was a subtle change that would go unnoticed by most. Fitbit updated their logo.

I am intimately familiar with the Fitbit logo, having worked with it every day for over two years as art director for the company (I left in 2012). Before I comment on the new logo, let me be clear: I didn’t design the original logo, so don’t take anything I say as sour grapes. The original logo was designed by Fitbit co-founder and CEO James Park, whom I’m certain will be embarrassed that I’m outing him as a multitalented individual with aesthetic abilities (but he deserves the credit).

I’ve designed my fair share of brand identities, and I’ve always liked James’ original Fitbit mark. It’s excellent in many ways: It properly balanced friendly and tech, its dots evoked the original hardware product’s OLED display, and it had a clever arrow in the diamond symbol that conjured up the idea of movement or exercise.

Let’s look at what’s changed…

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Weight & Balance

Color

Symbol

Typeface

Assuming my presumptions about Fitbit’s identity strategy are not totally off the mark, I’d grade this redesign an A, although I mourn slightly the loss of some character and cleverness of the old logo.

Perhaps Fitbit’s creative team will chime in and explain the changes. It’s always enlightening to the design community to hear the reasoning behind brand identity changes, and this redesign would be no exception.

Written by

Creative director. Product designer. Advisor. Helped build @ThanxInc, @Fitbit + others big and small. Accepting freelance work. https://dribbble.com/markbult

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