The Fitbit logo creates a good balance of “friendly” and “tech”, conveys the idea of movement, and works well at small sizes (especially the current logo).
Fitbit is a pretty young start-up. The company was established in 2007, and its visual identity was set up in the same year, though in 2016 the logo of the brand was redesigned, it still kept the original mood and composition, just got stronger and more stylish with a little color switch.
The original Fitbit logo, introduced in 2007, was composed of turquoise and black emblem, placed on the left from the logotype, executed in a lightweight rounded sans-serif typeface in the lowercase. The main color of the wordmark was ack, but the dots above both lowercase letter “I” were colored in turquoise. The emblem featured a shape of a rhombus, formed by twelve solid dots in turquoise and black, with the black ones making up an arrow pointing to the right.
It was a bright and modern logo, which stood for progress and development, looking friendly and fresh at the same time.
The redesign of 216 slightly played with the color palette of the logo and its lines. Though the composition remained the same, the dots in the rhombus are now all drawn in the same light blue color but feature different sizes,!/& the bigger ones form the same arrow pointing right. As for the wordmark, its typeface and color were also changed. Now the lettering is executed in a more traditional and strong sans-serif font and uses a dark blue color for all of its elements, including the dots above both “I”s.
The first Fitbit logo was created by James Park, the company’s CEO and one of its founders. The logotype consisted of two parts: a “diamond” made by dark grey (almost black) and teal dots and the wordmark next to it. One could notice an arrow created by the dark grey dots inside the “diamond”. The distinctive feature of the wordmark was that the dots above the letters “i” were given not in dark grey, like the letters themselves, but in teal.
At the very beginning of 2016 Fitbit introduced a modified logotype. In addition to the changes in the color palette and the font, which will be discussed further, there were rather noticeable alterations inside the “diamond”. The arrow design disappeared. Yet, the idea of moving forward was still present in the new logo because of the way the dots of different sizes were positioned.
Both the original Fitbit logo and the current one feature a custom sans-serif lowercase type with attractive roundish letters. The new wordmark, however, has thicker strokes, due to which it works better at small sizes.
Also, the current typeface has lost the rounded ends of the original font. One of the possible reasons is that the company has been trying to create a more mature image, to demonstrate a stronger character. This assumption looks perfectly logical taking into consideration that Fitbit has been competing with some of the world’s largest companies.
The old insignia combined teal with dark grey, while in the new one dark blue has been used instead of the dark grey color. The change is barely noticeable unless you use the color picker tool.