a:69:{s:15:"comment_post_ID";s:4:"3437";s:14:"comment_author";s:10:"Gail Taras";s:20:"comment_author_email";s:23:"gailtaras@earthlink.net";s:18:"comment_author_url";s:0:"";s:15:"comment_content";s:1251:"Thomson, I agree with you that Weight Watchers new brand signature fails to communicate personal empowerment, but the signature does not the whole identity make! As you well know, look and feel elements like color, imagery style and content, format approach, not to mention brand voice and messaging all play an important role in creating an organization's identity. That's all the more reason I was disappointed when I visited their website to see how they were implementing their new signature and saw that it was in black and white with no imagery and no color to speak of - just drab and spirit-less. I'm sure you are 100% right when you say that other options were probably offered and rejected by the client. They chose to tell one part of the story with their signature - the "what" (weight loss) - but missed communicating the other aspects of their story - the "why should I care"? The image lead-in for your article proves they can do better. The photo, the color, the verbal messaging convey energy and a feeling of empowerment and in that particular execution the new identity looks refreshed and relevant to today's audiences (their old one didn't), in my opinion. But the signature in black and white sure does not work as a stand-alone!";s:12:"comment_type";s:0:"";s:14:"comment_parent";s:1:"0";s:7:"user_ID";s:1:"0";s:7:"user_ip";s:12:"66.245.35.77";s:10:"user_agent";s:81:"Mozilla/5.0 (Macintosh; Intel Mac OS X 10.7; rv:17.0) Gecko/20100101 Firefox/17.0";s:8:"referrer";s:55:"http://www.pullinc.com/weightwatchers-a-fresh-new-look/";s:4:"blog";s:22:"http://www.pullinc.com";s:9:"blog_lang";s:5:"en_US";s:12:"blog_charset";s:5:"UTF-8";s:9:"permalink";s:55:"http://www.pullinc.com/weightwatchers-a-fresh-new-look/";s:9:"user_role";s:0:"";s:21:"akismet_comment_nonce";s:6:"passed";s:11:"POST_author";s:10:"Gail Taras";s:10:"POST_email";s:23:"gailtaras@earthlink.net";s:8:"POST_url";s:0:"";s:12:"POST_comment";s:1252:"Thomson, I agree with you that Weight Watchers new brand signature fails to communicate personal empowerment, but the signature does not the whole identity make! As you well know, look and feel elements like color, imagery style and content, format approach, not to mention brand voice and messaging all play an important role in creating an organization's identity. That's all the more reason I was disappointed when I visited their website to see how they were implementing their new signature and saw that it was in black and white with no imagery and no color to speak of - just drab and spirit-less. I'm sure you are 100% right when you say that other options were probably offered and rejected by the client. They chose to tell one part of the story with their signature - the "what" (weight loss) - but missed communicating the other aspects of their story - the "why should I care"? The image lead-in for your article proves they can do better. The photo, the color, the verbal messaging convey energy and a feeling of empowerment and in that particular execution the new identity looks refreshed and relevant to today's audiences (their old one didn't), in my opinion. But the signature in black and white sure does not work as a stand-alone! 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