Months after spinning off its consumer health brands into a separate company, Johnson & Johnson announced Thursday that it is updating its logo and uniting both its medtech and pharmaceutical segments under the Johnson & Johnson brand to further emphasize what the company always has represented: A global health care business using innovation to solve the world’s toughest health challenges.
J&J officials said the announcement marks the next era for Johnson & Johnson, which is leveraging its expertise in innovative medicine and medical technology to prevent, treat and cure complex diseases and introduce solutions that are smarter, less invasive and more personalized.
“Our exclusive focus on innovative medicine and medtech solutions enables us to innovate across the full spectrum of health care in ways no other company can,” Chair and CEO Joaquin Duato said.
“Uniting our diverse businesses under an updated Johnson & Johnson brand reflects our unique ability to reimagine health care through transformative innovation, while staying true to Our Credo values and the level of care that patients and doctors expect of us.”
Here’s what it means:
Branding
Over time, Janssen, the company’s pharmaceutical segment, will be named Johnson & Johnson Innovative Medicine, and the medical technology segment will continue to be named Johnson & Johnson MedTech.
- The pharmaceuticals segment is leading where medicine is going, addressing the most complex diseases in the areas of oncology, immunology, neuroscience, cardiovascular, pulmonary hypertension and retina.
- The medical technology segment is working to solve the world’s most pressing health care challenges, harnessing its deep expertise in surgery, orthopedics, vision and interventional solutions to develop health care solutions that are smarter, less invasive and more personalized.
The logo
The new logo is modernized for this next chapter, company officials said.
- Each letter is drawn in one pen stroke, creating a contrast that delivers both a sense of unexpectedness and humanity. The company will embrace both the long- and shortform versions of the logo, expanding and building more equity around a short-form “J&J” to show up in a more personable, contemporary way — especially in digital interfaces. The brand will also show up in motion and respond to different environments.
Vanessa Broadhurst, executive vice president of global corporate affairs, said the Johnson & Johnson brand identity communicates the company’s bold approach to innovation in health care, while staying true to the care the company has for patients around the world.
“We take immense pride in leading health care for more than a century and are seizing on our scientific momentum to profoundly impact health for humanity,” she said.
