Johnson & Johnson has unveiled its new visual brand identity, with the company embarking on a new strategic phase that reflects its focus Innovation in the field of medical care and healthcare. As mentioned in a statement, the new logo will combine its medical technology and pharmaceutical segments under one brand with the aim of reflecting their work and collective power in healthcare.
The renewal of the visual identity is intended to convey the brand’s positioning around innovation
Since 1887, the company has been providing healthcare products and solutions to people around the world, but its focus is now on Innovating healthcare and tackling the toughest health challenges. In this sense, he assures that the new era will use the company’s experience in medicine and technology “to prevent, treat and cure complex diseases and introduce smarter, less invasive and more personalized solutions.”
“Uniting our diverse businesses under a refreshed Johnson & Johnson brand reflects our unique ability to reinvent healthcare through transformative innovation while remaining true to the values and level of care that patients and physicians expect from us,” commented Joaquín Duato, chairman of the board and CEO of Johnson & Johnson, in the statement.
Beyond the visual identity, the renewal includes name changes for the various departments of the multinational company. As already indicated, the two corporate segments will be more closely linked to the Johnson & Johnson brand in the future. This is what the pharmaceutical line will be called Janssen Johnson & Johnson Innovative Medicine while the medical technology division remains popular Johnson & Johnson MedTech.
https://twitter.com/JNJNews/status/1702339092120572406?ref_src=twsrc%5Etfw
The new design is based on the company’s history and heritage but modernizes its elements to convey positioning around innovation in healthcare and convey sensations such as warmth and affection. In this context, the new logo commits to one more modern and rounded typography, and will have an abridged version, “J&J”, and other dynamics and movements that are particularly visible in digital interfaces.
In addition, the company has also updated the ampersand symbol so characteristic of his identity. Johnson & Johnson is noted to now capture a humane and supportive nature; It is more recognizable worldwide and represents the openness of the brand.
Johnson & Johnson is sticking with the color palette Red color, However, it has been renovated to make it brighter and more modern. It’s a tone that, as he explains, “speaks to the ability to respond urgently to health challenges, to evolve with the times and to set the pace.”
On the other hand, the new visual identity has one new artistic direction, consisting of elements such as illustrations, photos or videos. All designed to generate energy, optimism and inclusivity while providing a unique and distinctive approach to healthcare.
In this way, Johnson & Johnson says goodbye a logo that has been used for more than 130 years, and which was inspired by the signature of co-founder James Wood Johnson. This logo is one of the most enduring in the world, as the company itself has occasionally emphasized.
The old logo will continue to appear on some of the multinational’s consumer products, but the new visual identity will be gradually implemented across all corporate materials, product packaging and brand assets over time.
“Our Johnson & Johnson brand identity communicates our bold approach to healthcare innovation while remaining true to the care we provide to our patients around the world,” said Vanessa Broadhurst, executive vice president of global corporate affairs. “We take great pride in being a healthcare leader for more than a century, using our scientific momentum to have a profound impact on the health of humanity.”
