Roundtable Discussion: Insights on The Johnson & Johnson Logo Rebrand.

Contributors:

Michael Keplinger

Michael is a partner and the Director of Testing and Insights at SmashBrand.

Christy Lebor

Christy Lebor is a Partner and Head of Brand Development at SmashBrand

Kevin Smith

Kevin Smith is the founder of SmashBrand, a brand development agency. 

Big Pharma’s Johnson and Johnson recently announced their intent to change the old logo it has been in use since 1887. The leading healthcare giant revealed that it will redefine the brand’s visual identity as it commences 135 years of unwavering commitment to trust and excellence

The decision to rebrand, however, was not merely a cosmetic one. It’s a strategic move aimed at unifying the pharmaceutical and MedTech device businesses under a cohesive name. It reflects Johnson & Johnson’s sharpened focus on pharmaceuticals and medical devices.

The company has been using the logo for more than a century, and it stands as a testament to its enduring legacy. This old emblem was engrained in the cursive design signature of founder James Wood Johnson.

Why Johnson and Johnson is Choosing To Update The Brand Architecture

It wasn’t just a symbol but a representation of the company’s identity and values—etched into the collective memory of generations. People will still have a chance to see it one more time on consumer products like Johnson baby shampoo from Kenvue, a new company recently spun off from J&J.

According to a Kenvue spokesperson, the iconic J&J branding, which adorned products like Band-Aids for years, will slowly phase out. The consumer business was pivotal in propelling Johnson & Johnson to its status as the world’s largest healthcare products manufacturer, boasting annual sales exceeding $90 billion.

However, at the time of the spinoff announcement in late 2021, its pharmaceutical and medical device divisions had outgrown the consumer segment in size. In addition to this J&J shift, they revealed plans to rebrand their New Jersey-based JJ, Janssen pharmaceutical business as “Johnson & Johnson Innovative Medicine.

Similarly, their medical devices and technology segment will adopt “Johnson & Johnson MedTech.” These changes reflect the company’s commitment to adapting to a rapidly evolving healthcare landscape.

Read More: Unpacking The Most Important Benefits To Rebranding.

Objectives of Johnson & Johnson’s Rebrand

We often view a logo redesigns as a sign of a company evolving and adapting to the modern world. For a healthcare giant like Johnson & Johnson, there’s something truly captivating about retaining a logo for such a long and remaining steadfast for over a century.

So, why the need for change? According to Joaquin Duato, Chairman of the Board and Chief Executive Officer of Johnson & Johnson, the reason behind this monumental shift is clear: “Uniting our diverse businesses under an updated Johnson & Johnson brand reflects our unique ability to reimagine healthcare through transformative innovation.”

He adds that this helps the company stay true to the Credo values and the level of care that patients and doctors expect. The company has immense pride in its old iconic logo. However, a modern look heralds a new era where they seek to shift and appreciate Johnson & Johnson’s narrowed focus on pharmaceuticals and medical devices.

In essence, the objective of this rebrand is twofold. First, it’s about streamlining the conglomerate’s various business units into a unified brand name. According to Vanessa Broadhurst, the company’s executive vice president, the new look logo, which has a different shade of red, aims to recognize J&J’s shifted focus into a “pure play health care company.”

Second, it’s a strategic move to showcase Johnson & Johnson’s unwavering commitment to innovation while remaining anchored to their time-honored values—a delicate balance that few corporations successfully achieve.

Marketing consultant Laura Ries noted that the old-age logo is iconic in many ways, considering it is one of the longest-used company emblems in the world. However, it needed a little modern touch, especially in this new era of texting and emojis. According to her, even though people recognize the signature logo, they aren’t necessarily reading it.

It’s a little more difficult for them to use, which she said is no longer the case with the new logo. She further notes that consumers likely identified the script logo more with the Kenvue products found on drugstore shelves, such as Band-Aids, Listerine, and Tylenol.

Expert Opinions

Positive Feedback

Turning to our viewpoints, let’s begin with the positive aspects of this logo rebrand.

Business Alignment

The rebranding of Johnson & Johnson has undoubtedly been a strategic maneuver aimed at aligning the company’s diverse businesses under one cohesive brand. This move reflects the company’s ambition to consolidate its healthcare innovation efforts and maintain its commitment to core values.

Johnson & Johnson spun off its consumer health brand as a new independent company under the name Kenvue. The spinoff aims to help the company navigate the complex healthcare landscape with a unified front. The new logo will roll out over time on J&J’s medical equipment and pharmaceutical products.

However, this ambitious goal does come with its share of critiques.

Negative Feedback

We’re not the only ones critiquing this rebrand. Browse the hashtag #johnsonandjohnson and you’ll discover many experts expressing concerns. From our perspective as a rebranding agency, let’s highlight two points that, based on our experience, seem to be critical missteps.

Loss of Uniqueness

Christy Lebor, Director of Strategy at SmashBrand, provides a critical perspective, stating, “Wow. It lost its special-ness and any indication of caring or human empathy. To me, it looks like a 1970s old-school manufacturing company logo.”

Lebor’s viewpoint touches on a critical concern—the potential loss of elements that made the old script logo endearing and relatable to many. The new font style, while more straightforward, risks alienating some who appreciated the previous design’s warmth and familiarity.

Lack of Memorability

Another issue is memorability. The argument that “easier-to-read font choices on a logo design isn’t the only factor contributing to memorability” is valid. While the new logo may be easier to read, it could also be less memorable.

The change in style and aesthetics might lead to a diminished brand story, making it challenging for consumers to recall the emotional connection they once had with the brand. Kevin Smith, Founder & Managing Director of SmashBrand, bluntly states, “Distinctiveness level zero.”

His comment underlines that the new font style doesn’t represent an established household name but rather more resembles a manufacturing business. This criticism raises concerns about whether the rebrand has diluted the iconic identity Johnson & Johnson has cultivated over its long history.

The final aspect to consider is how the rebrand aligns with or diverges from current design trends. There needs to be a better sense of relevance and appeal of the new logo in today’s market. While it reflects consumers’ modern tastes and sensibilities, the company could risk falling behind the curve.

Key Takeaways

The rebranding of Johnson & Johnson has stirred both excitement and skepticism among experts and consumers alike. While it seeks to align the company’s diverse businesses and project a more unified image, it risks sacrificing memorability, uniqueness, and consumers’ emotional connection with the old logo.

Of course, it’s a huge and welcome step for Johnson & Johnson to adopt this new identity in today’s modern world. Still, the future remains uncertain, and only time will tell whether this rebrand will be a defining moment in the company’s storied history or if it will prompt a nostalgic yearning for the original script.