Johnson & Johnson is replacing its familiar signature script logo – in place since 1887 – with a new look that reflects its recent focus on pharmaceuticals and medical devices. The original script — based on co-founder James Wood Johnson’s signature — will still be seen for on the well-known consumer products like baby shampoo from Kenvue, a company recently spun off from J&J. Johnson & Johnson itself is now positioned as a “pure play health care company.” J&J CEO Joaquin Duato said in a post on LinkedIn that the change is meant to call attention to J&J’s sharpened focus on innovative medicine and medtech, he said. Commentators have also suggested that the disappearance of cursive lettering in the schools may have also contributed to the decision.
“Each letter is drawn in one pen stroke, creating a contrast that delivers both a sense of unexpectedness and humanity,” the company said in a news release, adding that it “will embrace both the long- and short-form versions of the logo, expanding and building more equity around a short-form ‘J&J’ to show up in a more personable, contemporary way — especially in digital interfaces. The brand will also show up in motion and respond to different environments. In addition, a “refreshed, bright, and contemporary [red] speaks to the ability to urgently respond to health challenges, evolve with the times and set the pace,” while the new ampersand “captures a caring, human nature. It also notes that a new graphic look and feel “has been crafted to spark energy, optimism and inclusivity, all while offering a unique and distinctive approach in healthcare.”
“Our Johnson & Johnson brand identity communicates our bold approach to innovation in healthcare, while staying true to the care we have for our patients around the world,” said Vanessa Broadhurst, Executive Vice President of Global Corporate Affairs. “We take immense pride in leading healthcare for more than a century and are seizing on our scientific momentum to profoundly impact health for humanity.” The new logo, colors, and font will be rolled out across all company materials, product packaging, and branding assets over time.