The Daily Scoop: Johnson & Johnson plays it safe with new logo change

Health care brand titan Johnson & Johnson is switching up their 136-year-old cursive logo and replacing it with a plainer font in a brighter shade of red to showcase its priorities on medical devices and pharmaceuticals, the Associated Press reported.

The beloved logo was “one of the longest-used company emblems in the world,” according to a 2017 story on J&J’s website, but in today’s digital and text-savvy age, the logo is a bit dated, the AP reported. Fewer kids are learning cursive, making it difficult for them to read and understand.

“The original script — based on co-founder James Wood Johnson’s signature — will still be seen for now on consumer products like baby shampoo from Kenvue, a new company recently spun off from J&J,” per AP.

Eventually, the signature branding on products like Band-Aid will be removed. Laura Ries, a marketing strategist not involved with the logo change, told the AP that the logo is easier to read and “it almost even draws your attention to it.”

But not everyone likes the change.

“Looks the same as every generic logo these days,” Cylon Sandhill posted on X under an AP story.

Why it matters: In an emoji and texting-dominated world, their nostalgic brand might feel a bit too dated for younger demographics, many of whom are disconnected from cursive.

The brand change might take some getting used to. However, Johnson & Johnson’s rebrand is not just for aesthetics and reading ease. They are smartly distancing themselves from the signature logo still on the company’s discontinued baby powder that had talcum in it, an ingredient at the center of numerous lawsuits claiming the product was cancerous. Johnson & Johnson denies those allegations.

Their centuries-old brand is still an instantly recognizable classic to many, despite the controversy, and now their new font feels a bit safe and dull.

Joaquin Duato, chairman of the board and Johnson & Johnson CEO, posted the logo change on LinkedIn and said that the more modern look drew a powerful reaction.

“When I shared this news with our 130,000 employees, the response was electric!” Duato posted.

In the comments, Simon Chopier, business owner and digital strategist at Chopier, said that the “rebranding speaks volumes” about the brand’s “dedication to innovation and patient care.”

Kevin Akers, designer at KEVIN AKERS design + imagery company, disagreed.

“How to take one of the World’s most recognized and beloved logos and convert it to something that blends into the walls. Well done,” he said.

Moving away from such an iconic brand can be difficult, but it’s often necessary to stay current, be removed from controversy and appeal to new generations. Communicate your reasoning, push through complaints and keep your brand moving forward.

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Sherri Kolade is a writer at Ragan Communications. When she is not with her family, she enjoys watching Alfred Hitchcock-style films, reading and building an authentically curated life that includes more than occasionally finding something deliciously fried. Follow her on LinkedIn. Have a great PR story idea? Email her at sherrik@ragan.com.