Johnson & Johnson, the global healthcare company, unveiled a new corporate logo in September 2023, replacing a cursive wordmark that had been in use since 1887. The new identity was introduced as part of a company-wide rebranding that united its Innovative Medicine and MedTech businesses under the Johnson & Johnson name.[1]
Design and History
The original Johnson & Johnson logo was a cursive script derived from the signature of co-founder James Wood Johnson, which appeared on the company’s first official check in 1886. The logo began appearing on company products such as aseptic gauze and cotton bandages the following year.[2] The company’s in-house historian described it as “one of the longest-used company emblems in the world.”[2]
In September 2023, Johnson & Johnson announced it was replacing the script logo with a more modern design. The new mark features each letter of the company’s name drawn in a single pen stroke, keeping the iconic ampersand and the lack of word spacing to ensure continuity with the previous identity.[3][4] The company said the refreshed identity “reflects boldness that conveys our ability to tackle the world’s toughest health challenges, while staying true to our heritage of care and humanity.”[1]
The change came after Johnson & Johnson spun off its consumer healthcare business into a separate company called Kenvue. The script logo had become associated with consumer brands like Band-Aid and Tylenol, while the remaining company shifted its focus to pharmaceuticals and medical devices.[4][5] The cursive logo continues to appear on familiar consumer products like Band-Aid and Tylenol, which are now part of Kenvue.[6]
Meaning and Symbolism
The new logo uses a brighter shade of red than its predecessor, according to reports on the rebranding.[7] The company’s official announcement described the refreshed identity as conveying “boldness” while staying true to its “heritage of care and humanity.”[1]
Typography and Design
The new Johnson & Johnson wordmark drops the handwritten script in favor of a cleaner, sans serif typeface that is easier to read, while retaining the ampersand and the lack of spacing between words.[4] The company said the new logo and font would be rolled out across all company materials, product packaging, and branding assets over time.[8]
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