Johnson & Johnson bids adieu to script logo after more than 130 years

Johnson & Johnson said it has replaced its 130-year-old script logo with a modern look that throws light on the company's focus on medicine and medtech.

In a statement, the company said, “Building on the company’s legacy, while also modernising key elements to showcase healthcare innovation in a way that’s inclusive and brings the healthcare major’s warm and caring nature to life, Johnson & Johnson has come up with a new logo, colour, and font.”

The changes will be rolled out across all company materials, product packaging, and branding assets over time.”

Based on co-founder James Wood Johnson's signature, the original script has been used since 1887, and will still be seen for now on consumer products like baby shampoo from Kenvue, a new company recently spun off from J&J.

J&J mentioned on its company website in 2017 that the signature logo was “one of the longest-used company emblems in the world".

Each letter of the new logo is drawn in one pen stroke, “creating a contrast that delivers both a sense of unexpectedness and humanity”, added J&J.

Further, the brand will also embrace both 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.

That being said, Johnson & Johnson will continue to leverage the colour red.

Johnson & Johnson has now united its MedTech and pharmaceutical segments. As part of the new brand identity, Janssen, the company’s pharmaceutical segment, will be named Johnson & Johnson Innovative Medicine, whereas the medical technology segment will continue as Johnson & Johnson MedTech.

“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.

Joaquin Duato, Chairman of the Board and Chief Executive Officer, Johnson & Johnson, also said, “Our exclusive focus on Innovative Medicine and MedTech solutions enables us to innovate across the full spectrum of healthcare in ways no other company can.”

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