lowercase, on purpose: we’re officially fatsecret
We exist to make weight loss simpler, more sustainable and genuinely personal. That mission shows up in everything we do - and in how we present ourselves.
In October 2024, we completed a style update across our apps, websites and customer-facing channels: our brand name is now written all lowercase: fatsecret. You’ve probably noticed this already in-product, communications and on our social channels. This post is your single, linkable reference that confirms the change and explains why it matters.
why lowercase?
Lowercase looks simple because it is simple - and that’s the point. For modern, digital-first brands (think adidas, lululemon), letter case is more than typography; it’s a signal. For us, it signals:
Simplicity. We remove complexity so you can focus on what works. Lowercase reflects that minimalist, get-out-of-the-way approach.
Humility & Partnership. We’re here to support your goals, not shout over them. A quieter look matches a more human tone.
Digital Future. It aligns our identity with the product experience you already know: clean, approachable and helpful.
the official style
Please use the following when writing about our company, products and services.
Always use: fatsecret
Never use: Fatsecret, FatSecret, FATSECRET, or Fat Secret
This all-lowercase form is our standard across consumer and business sites, mobile apps, communications and partner materials.
Quick usage examples
“Powered by fatsecret data.”
“Start your weight-loss journey with fatsecret.”
“The fatsecret app supports sustainable weight loss.”
(If a sentence begins with our name, please keep it lowercase: “fatsecret helps you…”.)
why now?
As our focus expands from tracking to empowering individualized, sustainable weight loss, we want every touchpoint to feel supportive, not prescriptive. Lowercase helps convey the brand friendliness and approachability behind that goal.
media and partner guidance
Use fatsecret in copy, UI, and metadata.
Match the casing in headlines, captions, alt text, and app store listings.
If you’re updating older content, changing the name style is appreciated but not required; please use fatsecret in any new mentions and forward-looking references.
