New Johnson & Johnson Logo
After literally 136 years, Johnson & Johnson recently changed its famous script logo per the above visual. The logo comes at a time when the overarching parent company split its consumer brands from its pharmaceutical business, with the Johnson & Johnson name staying on the pharma side. Note that Kenvue became the name of the consumer company that houses brands like Band-Aid, Aveeno, etc.
I’m always fascinated how logo changes can spark an emotional reaction and discussion. Shows how engaged people are with the brand and its legacy.
I myself am a J&J alum, so it stirred all sorts of memories for me and all sorts of connections to that logo. That logo meant so much to me as J&J was my first job out of grad school and the place that I absolutely fell in love with branding and marketing. It’s still home base for me in many ways. So to see it change does bring up lots of feelings, and I know I’m not alone.
The original logo is actually based on co-founder James Wood Johnson’s signature! Talk about some heritage there!
But, logo changes should be done for business reason with sound strategy behind them. And I am impressed with the thinking that went into the change; very sound strategic rationale as the company significantly pivots to new priorities and perspectives. Companies have to evolve and grow and their identity needs to keep up!
A couple of quotes from the company:
"The new Johnson & Johnson brand identity builds on the company’s legacy, while also modernising key elements to showcase healthcare innovation in a way that’s inclusive and brings the company's warm, caring nature to life
The new ampersand captures a caring, human nature (and) presents itself as a more globally recognisable symbol (with) the openness of the brand, as well as the connections that bring the company’s purpose to life.”
As I said, brands/companies have to evolve and grow and keep up with not only the public they serve, but the objectives they intend to fulfill in their role in society. J&J plays a huge role in society and I applaud the company’s willingness to go there with their legacy logo asset and communicate purposeful and significant change.
Proud to be an alum! What’s your experience? JIM