WeightWatchers, the weight-management company founded in 1963, has undergone several significant visual identity changes over the past decade and a half. The most recent identity, unveiled in December 2025, was created in partnership with the creative agency Mrs&Mr and reflects the company’s evolution toward an integrated approach that includes GLP-1 prescribing, nutrition guidance, coaching and community support.[1]
Design and History
In 2012, Weight Watchers introduced a new identity designed by Paula Scher of Pentagram. The design featured the Weight Watchers name set in lowercase with a gradient that visibly lightened from left to right, embodying the idea of transformation and losing weight.[2] The identity used a proprietary typeface designed by Jeremy Mickel, based on a customized version of his font Fort.[2] Gradation was an essential element of the program, symbolizing change, and appeared in a grayscale gradient for the primary logotype as well as in a palette of five bright colors.[2]
In September 2018, Weight Watchers International announced it was changing its name to WW, adopting the tagline “Wellness that works” and rolling out a new visual identity, including a logo, color palette, typeface and photography style.[3] The new logo featured two letter W’s stacked in a purple circle, which CEO Mindy Grossman described as emblematic of the company’s shift in focus from weight loss to broader health and wellness.[4] The stacked WW mark had been introduced earlier, in 2012, but became more prominently used in branded materials following the 2018 name change.[5]
In December 2025, WeightWatchers launched its most recent brand evolution, created with Mrs&Mr and production house Bindery.[6] The new logo separates the two W letters with a straight line symbolizing a progress bar toward realizing individual health goals.[7] The update shifted the company’s logo from two white Ws stacked on top of each other within a blue circle to the separated pair of letters with the line between them.[7] The wordmark is now in capital letters, and the identity keeps the blue of the previous look but updates it to a brighter hue.[8]
Meaning and Symbolism
At the heart of the 2025 identity is the progress bar, described by Mrs&Mr as “a graphic storytelling device that depicts the personal weight-loss journeys that each member takes in a way that is empathetic, human, and distinct from the category’s traditional visual language.”[1] The bold new logo is intended to convey stability, trust and the brand’s reputation for sustainable health outcomes.[1] The visual system also features black-and-white editorial portraiture of real current WeightWatchers members, developed with photographer and film director Cameron McNee.[1]
Typography and Design
The 2012 Pentagram identity used a proprietary typeface designed by Jeremy Mickel, based on a customized version of his font Fort.[2] For the 2025 refresh, Mrs&Mr applied modern typography to bring the system together, with the wordmark set in capital letters.[1][8] The brand kit also includes a flexible “space bar” element that can serve as a practical divider or typographic connector, and can be used as a symbol of progress between before and after.[9]
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