New Delhi: As part of a brand restructuring that will bring Johnson & Johnson’s medical technology and pharmaceutical divisions under a single umbrella, the corporation announced on September 14, 2023, that it will be updating its logo.
After 130 years of using a logo based on the signature of co-founder James Wood Johnson, the healthcare and pharmaceutical giant is changing its logo to one in which the company’s name is drawn in cursive with a stroke. This, the company claims, will create a contrast that delivers both an unexpectedness and a sense of humanity.
$JNJ drops 136-year-old logo. renames Janssen
“The new Johnson & Johnson brand identity builds on the Company’s legacy, while also modernizing key elements to showcase healthcare innovation in a way that’s inclusive and brings the Company’s warm, caring nature to life.” pic.twitter.com/bFGTwCuHzs
— Ana Mulero 📰 (@anitamulero) September 14, 2023
Its trademark script, which it has utilized since 1887, has been updated to reflect the company’s newfound dedication to medicines and medical products. In 2017, J&J announced on their website that their distinctive mark was one of the most continuously used corporate symbols in the world.
Johnson & Johnson is signing off on a new logo. The health care giant says it will replace the well-known signature script it has used since 1887 with a new, modern look. https://t.co/u3jiONUun3
— The Associated Press (@AP) September 14, 2023
Laura Ries, a marketing strategist, pointed out that cursive writing is no longer taught in schools to many students. She suggested that signature recognition did not always indicate comprehension. She said that the new logo is simpler to take in.
“Because it’s easier, it almost even draws your attention to it,” said Ries.
Ries said that consumers were more likely to associate the script logo with the Kenvue items they saw at drugstores, such as Band-Aids, Listerine, and Tylenol, because of their familiarity with those brands.
According to Vanessa Broadhurst, an executive vice president at J&J, the new logo and colour scheme are meant to reflect the company’s evolution into a healthcare powerhouse.
Johnson & Johnson is introducing a new logo.
The original logo, based on co-founder James Wood Johnson’s signature, had been in use since 1887. pic.twitter.com/ykm6bZ42lj
— BoreCure (@CureBore) September 14, 2023
Baby shampoo and other consumer items from Kenvue, a new firm recently set off from J&J, will still include the original writing based on James Wood Johnson’s signature for the time being.
A representative for Kenvue has said that over time, the J&J logo would be removed from items like Band-Aids.
— New York Post (@nypost) September 14, 2023
J&J’s annual sales now exceed $90 billion, making it the largest healthcare goods manufacturer in the world. By the time the split was announced in late 2021, however, the pharmaceutical and medical device businesses had well eclipsed it in size.
Janssen, J&J’s pharmaceutical division headquartered in New Brunswick, New Jersey, will likewise be renamed as Johnson & Johnson Innovative Medicine. MedTech will be the brand’s sub-segment for medical hardware and software.