It's torn up the script on a 135-year-old wordmark.
Johnson & Johnson is one of the world's biggest pharmaceutical companies. It also laid claim to having one of the world's oldest logos still in use – a widely recognised cursive design based on co-founder James Wood Johnson’s signature.
But that familiar flowing script will be no more. After 135 years, the company has revealed a new Johnson & Johnson logo that's, well... perhaps a lot like what you would expect from a pharma logo in 2023. It's cleaner and easier to read but could be seen to lack distinction. It might seem a strange decision to ditch a widely recognised design - imagine if Coca-Cola announced it was ditching its script for a sans serif logo . But there are reasons for the change.
The decision to introduce a new logo after so long was perhaps partly due to changing times. In an era when many children no longer learn to write cursive script, the legacy logo is showing its 135 years, and it's not exactly the most legible, even among script logos. Many people are likely to see it and recognise it but perhaps not even read what it says. But the main reason for the new logo is a change in the company's purpose.
The company says a version of the Johnson and Johnson logo first appeared on its early products for sterile surgical procedure in 1887about the new identity, the Johnson & Johnson script logo is mostly associated with consumer brands like its baby shampoo, Listerine mouth wash, Band-Aid plasters and its now discontinued baby powder.
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