Fitbit is a US company that manufactures fitness bracelets, pedometers, smartwatches, trackers, and wearable wireless gadgets. They allow you to track the number of heartbeats, control the depth of sleep, monitor physical activity. That is, these are modern digital devices that improve the quality of life. The assortment of the manufacturer is correlated with Xiaomi and Apple’s products, with which it is included in the top five. The time and place of the foundation of the company is the spring of 2007, in Delaware. Now its headquarters has been moved to San Francisco, California.
Meaning and History
The company’s founders are entrepreneurs James Park and Eric Friedman, who serve as CEO and CTO. The first named it Healthy Metrics Research, Inc., later giving the current name. The range of products has also changed: if until 2016, the manufacturer specialized in consumer electronics, then later switched to progressive digital devices to maintain health.
Gradually, the company started producing its products in collaboration with well-known brands. Moreover, the whole history of Fitbit is a series of acquisitions of specialized enterprises that it bought. The startup has several such deals, the very first and most important of which occurred in 2015. The company itself is in a state of acquisition: Google intends to buy it for $ 2.1 billion, as announced in 2019. It is assumed that the trademark will pass to him at the end of 2020.
Naturally, key milestones in the brand’s history are reflected in its symbolism. The first time this happened was in 2015. Another redesign is already expected – after the alleged transition under the leadership of Google. In the meantime, today, the brand has two logos. The second one, although it was redesigned, still retained the original composition and mood.
2007 – 2016
The debut emblem consists of two parts – graphic and text. The first is a rhombus made up of thirteen dots of the same size but different colors. It is mainly black and turquoise, forming an arrow that points to the right to the name of the company.
The lettering is in thin, rounded characters with wide spacing. The characters are in lower case and have high legibility. Moreover, both “t” and “f” are completely identical: they look like the same letter in the upright position and the inverted position. Unique are the dots above the “i” – turquoise-blue, echoing in color with the graphic element.
2016 – present
After switching to digital health monitoring devices, the company changed its image and adopted a new logo. It is based on the previous version and has no striking differences because the adjustments made are minimal. The designers changed the black dots’ color on the left and enlarged them, and the letters were completely painted in the dark. They also tweaked the font by making the lines thicker and shortening the “t” leg so it doesn’t look like an inverted “f.” Also changed the color: instead of black, it now uses dark turquoise.
Font and Colors of the Emblem
The transformation of the individual brand symbols is associated with the company’s transitional stages, which in 2015 decided to update the assortment, which subsequently did. The original logo was based on different components and tones: light turquoise combined with black, and geometric with streamlined. Some of these features have disappeared in the current version – for example, now there is no black, only turquoise.
The developers offered a special typeface for Fitbit – an individual spectrum. It is called Seville and is used in all lettering, not just in the emblem. It belongs to the Sans Serif category because it is smooth and chopped. Moreover, the letters have a streamlined shape.
The color palette is pastel – there are no bright colors in it. Muted tones look restrained and strict. The scheme includes two shades of turquoise: Tiffany Blue (# 00B0B9) and Maastricht Blue (# 002A3A), which, depending on the environment, are sometimes perceived as blue.