Fitbit's mission is to help everyone in the world become healthier. Our industrial design language, Biologic, pursues that goal by helping our designers create products that are inspired by and designed for the human body. Fitbit designers take guidance from Biologic's vision of the body as a healthy system and a "tools, not rules" approach that emphasizes creative autonomy and innovation over specific design proscriptions. Biologic informs the look and feel of an entire family of products over a multi-year timeline, and its strategic value to Fitbit can hardly be overstated. From a brand perspective, it's our ambassador. From a design perspective, it builds an identity and provides tools to ensure every project isn't starting from zero. And, most important, for the user, products that take their inspiration from the wonder and intelligence of the human body evoke emotion, create consistency, build trust, and inspire the growth of the better health and wellness habits that are our company's ultimate ambition.
Have you ever seen someone walk by and immediately recognize the brand of headphones or sunglasses they were wearing? The silhouette, form, colors, materials and details work together to make it recognizable, and in turn create the identity for a brand's products. This is what we call a design language.
Fitbit's design language, Biologic, is inspired by the human body's physiology and seeks to help our products cater to the human body's needs. The "Bio" element speaks to sensual and emotional qualities, while the "logic" part brings structure and rationale; the skin gives a product's form a personality, the skeleton gives it structure, and technology, like the heart, brings it to life. Biologic brings a rational, elegant balance to these three elements, which results in seamless, intelligent and above all human solutions to our company's design challenges. We also extend the metaphor to consider technology integration; we see objects like the watch case, for instance, as a living skin that will evolve over time to be more intelligent and seamless, with sensors no longer being just a component of the product but becoming the product itself.
Such ambitions demand flexibility. Some design languages offer strict guidance on proportions, color choices, radii sizes, and so forth. At Fitbit we believe overly rigid rules ultimately hinder creative problem-solving and ability to deliver innovative solutions. So Biologic adheres to a "tools, not rules" approach in order to equip our designers with the greatest possible creative freedom. Our toolbox is a library of bodily-inspired sculptural forms and three principles to guide their application:
Healthy World. Fitbit's mission is to help everyone in the world be healthy. Part of this vision is being conscious and deliberate about developing and improving sustainable manufacturing processes and materials.
Every Body: We prioritize design solutions that support diversity; we work hard to make sure all our products are accessible, easy to use, and fit every body.
Future Forward: We work toward modern, seamless design solutions that respectfully honor the familiarity of the past while focusing optimistically toward the future.
For the user, Biologic design language evokes emotion, creates consistency and builds trust. For each new product, our designers study how best to integrate new sensors and technologies into products whose ergonomic considerations complement the body and its functions. Fitbit products are devoted to our users' health to begin with; through Biologic design, we make sure these tools for well-being are easy to use and fully integrated into every aspect of people's daily lives. The unnecessary is erased and edges become highlights as forms become more fluid and advanced. And we work to ensure that form is always guided by function: calmer, relaxed forms are inspired by the human body at rest, while high-performance objects evoke speed, aerodynamics and surface tension as seen in the muscles of a body in motion. Thus does Biologic guide Fitbit products toward ever-greater integration with the bodies that wear them.
Biologic is Fitbit's ambassador to the world, building our visual character and identity while offering a set of tools and principles which ensure that no project is ever starting from zero and that all projects, no matter how diverse their aims and execution, live within a zone that remains identifiably 'Fitbit.' This inherent flexibility is a crucial aspect of Biologic's benefit to our company; it's crucial that our devices adapt to social, economic and technological changes, so while each design sprint stays true to Biologic principles, they also seek to uncover new ways the language can evolve and influence the next generation. Design languages are meant to transcend roadmaps, helping users embrace new tools and technologies, ask questions, and stay curious and inspired. That's the role Biologic plays at Fitbit today, and the role it will play long into the future.