Johnson & Johnson, the renowned healthcare company, has decided to bid farewell to its long-standing signature script logo. The company announced on Thursday that it will replace the traditional script with a modern look that better represents its focus on pharmaceuticals and medical devices. The original script, derived from the signature of co-founder James Wood Johnson, will still be featured on consumer products like Kenvue’s baby shampoo. Johnson & Johnson has narrowed its focus to pharmaceuticals and medical devices, and the new logo, featuring a different shade of red, aims to reflect its transformation into a “pure-play healthcare company,” according to Vanessa Broadhurst, an executive vice president at the company.
Johnson & Johnson declared in a 2017 website post that their signature logo was “one of the longest-used company emblems in the world.” However, in the era of texting and emojis, it began to show its age. Marketing consultant Laura Ries pointed out that many children no longer learn to write in cursive at school, making the old script logo less relevant. The new logo, on the other hand, is easier to process and catches attention more effectively. Ries, who was not involved in the logo change, further added that people likely associated the script logo more with Kenvue products such as Band-Aids, Listerine, and Tylenol, which they frequently encounter on drugstore shelves.
Ries remarked, “Everyone washed their babies with Johnson & Johnson baby shampoo.” A spokesperson from Kenvue stated that the J&J branding on products like Band-Aids will gradually be phased out. While the consumer business contributed to Johnson & Johnson’s status as the world’s largest healthcare products maker, with annual sales surpassing $90 billion, the pharmaceutical and medical device divisions had already become larger than the consumer business when the spinoff was announced in late 2021. (J&J has faced controversy due to health risks associated with its talcum powder.)
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