Most of you are probably familiar with Weight Watchers, an American company that offers dieting products and weight loss guidance. On Monday, December 3, Weight Watchers launched a new weight loss program called Weight Watchers 360°. The reason you are reading about that here is that at the simultaneously the company launched a new corporate identity, created by Paula Scher at Pentagram.
Weight Watchers itself says the new identity "brings to life the transformation members experience when they adopt a new lifestyle that can lead to significant weight loss". The gradient from dark to light is the visual expression of the transformation Weight Watchers costumers go through. The typeface is designed by Jeremy Mickel and is a customisation of his Fort typeface.
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