• Source:JND
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Google is rebranding the Fitbit branding suite from 'Fitbit by Google' to 'Google Fitbit'. The change comes three years after Google acquired the wearable company. For the unaware, the company introduced the 'Fitbit by Google' branding in 2022 with the introduction of the Sense 2 and Versa 4. The change in branding is being introduced from packaging to website.

Spotted by 9To5Google, the branding of 'Fitbit by Google' was in use across the official website, marketing videos and packaging such as 'Fitbit' followed by 'by Google' text for products like Versa 4 and 'with Fitbit' for Pixel Watch 2. With the new change, the official website's branding switched to 'Google Fitbit' and the arrow logo was removed.

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However, the logo is still present in the website's favicon. The report speculates that this could be changed to the Google logo in the future. With the capitalisation of 'F' in the new branding, the Google Sans font is being used. The change comes after the Google Store added Fitbit smartwatches, trackers, straps and charging accessories to its website, renamed the category to 'Watches and Trackers' and revamped the stated section.

The major change also comes after internal organisational changes and making one team (each) responsible for the hardware, design, software and more of the Fitbit along with Pixel and Nest. Before January, this was a segregated affair for each of the three verticals. After this shift, many Fitbit leaders, including co-founders James Park and Eric Friedman, exited Google.

Also Read: Made By Google 2023: Google Pixel 8 Series, Google Pixel Watch 2, Android 14 And Others Things Expected To Be Unveiled Today

The changed dynamics internally are now showing up across the board on platforms. However, it seems the company aims to build a more defined niche of the audience who plan to buy a fitness tracker and Pixel Watch. Google is expected to make the bifurcations even more pronounced with the use of AI-based technologies for fitness tracking and improving the experience of the wearer.