(Est. 2007) “Fitbit helps people lead healthier, more active lives by empowering them with data, inspiration and guidance to reach their goals. As the leader in the connected health and fitness category, Fitbit designs products and experiences that track everyday health and fitness.”
The old wordmark was always a bit slim for my taste, not so fit but extremely thin. The icon was also very stagnate though it did incorporate an arrow to give it a sense of progression and moving forward.The new mark really improves on the foundation of the original. The wordmark got a new typeface that is much cleaner and one color. The icon no has a sense of depth while still envoking the sense of motion and progression. The hierarchy feels much better between all the elements as well. The only fault I really have with this update is the ‘b’ it is much to large the counter (inside of the b) is a huge focal point and draws attention that the shape visually is too large. Overall, I prefer the new one it looks stronger, fit not frail and really seems to present itself as a trustworthy brand where as the old one looks a bit like a startup business.