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WEight observers changed their name to WW after a media reaction on social media, alleging that the traditional title was guilty of "shame of the body" and encouraged eating disorders.
The 55-year-old company said the new brand image reflected a shift in weight loss towards overall health and well-being.
However, its managing director, Mindy Grossman, has not been able to explain what WW now stands for, denying suggestions of "well-being that works".
This initiative follows an online campaign that started earlier this year after Weight Watchers offered a free summer membership for teens.
The promotion sparked an uproar from various food disorder groups and increased use of the hashtag #wakeupweightwatchers.
Ms. Grossman said yesterday: "This is only a next step, a validation point.
"Like any brand, we have to stay relevant."
The new brand image is accompanied by an update of the company's Fit Points system to encourage subscribers not to focus on weight, but to aim for "healthy habits".
WW has also changed its online forums to help members find like-minded subscribers.
Oprah Winfrey, who serves on the company's board of directors and owns more than 8% of the company's capital, said, "The role that WW can play in people's lives goes well beyond numbers.
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