Now, in yet another rebrand, Google appears to have chosen a new label for the company. All future products will possibly carry the new “Google Fitbit” brand name, marking the end of the current moniker. Additionally, the Fitbit store now directs users in the US to the Google Store to make purchases.
The New “Google Fitbit” Branding Highlights Google’s Prominence
If there’s something Google loves besides killing its services, it’s rebranding them. Fitbit is the latest recipient of this treatment, getting its second rename in just over three years of its acquisition.
As spotted by 9to5Google, Fitbit’s website has undergone several changes in the past few days, suggesting a rebranding. The “Google Fitbit” label has taken over the “Fitbit by Google” moniker throughout the site. The old branding is nowhere to be seen, with the Fitbit logo only remaining on the website’s favicon.
Furthermore, the Fitbit text has also undergone some changes. The font has been replaced with Google Sans, consistent with other Google products and services, and the letter ‘F’ is now capitalized.
Following the website update, we expect the upcoming Fitbit watches and trackers to follow the same suit.
Fitbit Store in the US Now Redirects to the Google Store
Last week, Google made a few accessories available on its store, raising speculation that it might be winding down the Fitbit store. While Fitbit’s smartwatches and trackers were long available in the Google Store, users had to rely on their own store to bag accessories such as chargers and bands.
Now, Google appears to have put the final nail in the coffin, as you can no longer buy products from the Fitbit store. All the products are listed like before, but now, it directs users to the Google Store to make a purchase. The “Add to Cart” button has been replaced with a new “Buy on Google Store” button, with “Complete your purchase on Google Store” written just underneath.
However, this particular change is likely limited to the US store only, as users in the UK can still shop from Fitbit.com.
Google Continues to Refine Fitbit’s Positioning
These changes are likely part of Google’s recent efforts to streamline its operations. In January, the company merged the hardware engineers across Pixel, Fitbit, and Nest into a single team. Earlier this month, Fitbit Premium and Nest Aware subscriptions were bundled with Google One plans at no additional cost.
These recent restructures and changes indeed point toward a more cohesive experience for both Google’s customers and employees. Google continues streamlining its product portfolio while finding a sweet spot for Fitbit offerings.
