Johnson & Johnson unveils new look

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At 135 years old, Johnson & Johnson is sporting a new look. 

The New Brunswick-based corporation – which recently spun off its consumer health arm, Kenvue, as part of a years-long planned company split – said the new brand and visual identity marks its “next era” and demonstrates its “collective power” in health care. 

Additionally, the company said it is uniting its medical technology and pharmaceutical segments under the Johnson & Johnson brand name. Although no timeline was given, Janssen, the pharmaceutical segment, will eventually be named Johnson & Johnson Innovative Medicine; the medtech segment will continue to be called Johnson & Johnson MedTech. 

“Our exclusive focus on Innovative Medicine and MedTech solutions enables us to innovate across the full spectrum of health care in ways no other company can,” Johnson & Johnson Chairman and CEO Joaquin Duato said in a statement. “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.” 

J&J’s pharmaceutical segment focuses on developing treatments in areas such as oncology, immunology, neuroscience, cardiovascular, pulmonary hypertension and retina health. Its MedTech division creates innovations for areas such as surgery, orthopedics, vision and interventional solutions. 

The breakdown 

Johnson & Johnson said its new brand identity builds on its legacy, “while also modernizing key elements to showcase health care innovation in a way that’s inclusive and brings the Company’s warm, caring nature to life.” 

• Logo: The letters have been updated from a script font to a sans serif, with the final effect creating “a contrast that delivers both a sense of unexpectedness and humanity.” The company will also use the abbreviated “J&J” for more contemporary uses, including digital. The logo’s ampersand also has been updated to a more globally recognized symbol and serves to represent the company’s openness and connections. 
• Color: While red is still the company’s go-to hue, the rebrand features 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.” 
• Art direction: The illustrations, photography and other elements of the new brand identity aim to “spark energy, optimism and inclusivity, all while offering a unique and distinctive approach in health care.” 

Johnson & Johnson did not announce a set date to formally roll out the new assets other to say they will appear across all company materials, product packaging and branding assets “over time.”