Johnson & Johnson unveils new “easier to process” logo; retires 130-year-old cursive script

Written on: September 19, 2023 by SprayTM

As Johnson & Johnson turns its focus exclusively to healthcare innovations, the company has updated its brand with a new logo and united both its medtech and pharmaceutical segments under the Johnson & Johnson name.

Since 1887, the healthcare company has used the iconic red signature script, based off of founder James Wood Johnson’s signature. While that logo will still be seen on consumer products from Kenvue, a new J&J spinoff company, for the time being, the new Johnson & Johnson brand identity for pharmaceuticals and medical devices is modernized for this next chapter, said the company in a statement. 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 announcement marks the next era for Johnson & Johnson, which is introducing “solutions that are smarter, less invasive and more personalized. “

“Uniting our diverse businesses under an updated Johnson & Johnson brand reflects our unique ability to reimagine healthcare through transformative innovation, while staying true to our credo values and the level of care that patients and doctors expect of us,” said Joaquin Duato, Chairman of the Board & CEO.

Johnson & Johnson’s signature emblem was used for more than 130 years, but in the digital age of texting and emojis, it was starting to show its age. In an interview with the Associated Press, marketing consultant Laura Reis, who wasn’t involved with the logo change,  surmised that since many children no longer learn cursive in school, people may recognize the signature, but weren’t necessarily reading it. The new logo, according to Reis, is easier to process.

“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 VP of Global Corporate Affairs.

Moving forward, 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.

The new logo, colors, and font will be rolled out across all company materials, product packaging and branding assets over time, J&J announced. A Kenvue spokesperson told the AP that the J&J branding on consumer products such as Band-Aid, Listerine and Tylenol will gradually be removed.