J&J Marks New Era With Updated Brand

After more than 135 years, Johnson & Johnson is refurbishing its brand.

The company today announced it is updating its brand and uniting both its medtech and pharmaceutical segments under the Johnson & Johnson brand name. The move marks the next era for Johnson & Johnson, which is leveraging its expertise in innovative medicine and medical technology to prevent, treat, and cure complex diseases and introduce solutions that are smarter, less invasive and more personalized.
 
“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,” j&J CEO and Board Chairman Joaquin Duato said. “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.”
 
Moving forward, J&J’s 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, while the medical technology segment will continue as Johnson & Johnson MedTech.
 
The new Johnson & Johnson brand identity builds on the ompany’s legacy while also modernizing key elements to showcase healthcare innovation in a way that is inclusive and brings the firm’s warm, caring nature to life, according a news release.
 

• 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.