Weightwatchers

Source - http://www.designweek.co.uk/news/pentagram-overhauls-weight-watchers/3035714.article

Weightwatchers has recetly gone through a visual overhaul. Pentragram, the design agaency were tasked to rebranding it with an identity designed to mirror the ‘positive transformation’ that members experience.

Source - http://www.designweek.co.uk/news/pentagram-overhauls-weight-watchers/3035714.article

The gradient of the identity lightens from left to right on the identity to symbolise ‘transformation and losing weight’ according to the consultancy.

I think the final design is quite effect as the gradiend indictates a change over time, something which the weightwathcres programme strives to do in people, change thier weight over time for the good.
I think the colourful gradients also added the fun positive aspect in as bright colours are usually asscosiated with young people (youth) who tend to be fit and healthy.