09.18.23
Johnson & Johnson has updated its visual identity, ditching the cursive script that defined its logo for 130 years.
The change corresponds with a new era for the company, which is uniting both its medtech and pharmaceutical segments under the Johnson & Johnson brand to demonstrate its “collective power in healthcare.”
Moving forward, the company says its two segments will be more connected to the Johnson & Johnson brand. Over time, Janssen, the Company’s pharmaceutical segment, will be named Johnson & Johnson Innovative Medicine, and the medical technology segment will continue to be named Johnson & Johnson MedTech.
Changes to the brand’s identity include:
“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.
The original script—based on co-founder James Wood Johnson’s signature—will still be seen for now on consumer products like baby shampoo from Kenvue, a new company recently spun off from J&J.
The change corresponds with a new era for the company, which is uniting both its medtech and pharmaceutical segments under the Johnson & Johnson brand to demonstrate its “collective power in healthcare.”
Moving forward, the company says its two segments will be more connected to the Johnson & Johnson brand. Over time, Janssen, the Company’s pharmaceutical segment, will be named Johnson & Johnson Innovative Medicine, and the medical technology segment will continue to be named Johnson & Johnson MedTech.
Changes to the brand’s identity include:
- Logo: The new logo is modernized for this next chapter. Each letter is drawn in one pen stroke, creating a contrast that delivers both a sense of unexpectedness and humanity. The Company 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.
- Color: Johnson & Johnson will continue to leverage the color red, leaning into a refreshed, bright, and contemporary color that speaks to the ability to urgently respond to health challenges, evolve with the times and set the pace.
- Ampersand: The new ampersand captures a caring, human nature. It now presents itself as a more globally recognizable symbol and represents the openness of the brand, as well as the connections that bring the Company’s purpose to life.
- Art Direction: The elements in the art direction style—which include illustration, photography, and more—have 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.
The original script—based on co-founder James Wood Johnson’s signature—will still be seen for now on consumer products like baby shampoo from Kenvue, a new company recently spun off from J&J.
