The 136-year-old Johnson & Johnson cursive logo and the new logo.

Johnson & Johnson is replacing its iconic cursive logo with a new look. [Logos courtesy of J&J]

Johnson & Johnson has rebranded with a new logo and a new name for its Janssen pharmaceutical business one year after renaming its medical device business — and just weeks after spinning off its consumer health business.

New Brunswick, New Jersey–based Johnson & Johnson (NYSE: JNJ) has replaced its 136-year-old logo — based on the signature of co-founder James Wood Johnson — with a “more modern logo and brighter red, keeping the iconic ampersand,” J&J CEO Joaquin Duato said today in a post on LinkedIn. The change is meant to call attention to J&J’s focus on innovative medicine and medtech, he said.

The Janssen Pharmaceutical Cos. of Johnson & Johnson, meanwhile, is from now on going as Johnson & Johnson Innovative Medicine, “leading where medicine is going by developing breakthrough treatments, discovering new pathways and modalities, and expanding access so patients receive optimal care,” Duato said.

The move unites the pharma business with the Johnson & Johnson Medtech device business under a single name, he explained.

“The power of a single, iconic name is tremendous,” Duato said. “Around the world, patients, doctors, nurses, and investors recognize Johnson & Johnson for our ability to deliver solutions for the toughest health challenges. Our exclusive focus in biology and medical technology allows us to innovate across the full spectrum of healthcare in ways no other company can — from cell therapy to AI-assisted robotic surgery.”

Johnson & Johnson just last month completed the spinoff of its consumer health brand as a new independent company called Kenvue.

Johnson & Johnson MedTech is the second-largest medtech company in the world, according to Medical Design & Outsourcing‘s latest Medtech Big 100 ranking. Janssen, meanwhile, is the world’s fourth-largest pharmaceutical company, per the Pharma 50 ranking by MDO sister publication Drug Discovery & Development.

The Johnson & Johnson MedTech segment covers interventional solutions, orthopedics, surgery and vision, with brand names such as Biosense Webster, Cerenovus, DePuy Synthes, Ethicon, Acclarent and Acuvue.

“The new Johnson & Johnson brand embodies our dynamic spirit while staying true to what has made J&J stand apart from others: our credo, our superpower of caring, and our relentless focus on transforming health for patients,” Johnson & Johnson EVP and Worldwide MedTech Chair Ashley McEvoy said on LinkedIn. “With the intersection of technology and biology fueling rapid innovation across our industry, this is an exciting time for Team MedTech.”

Johnson & Johnson’s old logo dated back to 1887, making it one of the longest-running corporate logos in history.

“Johnson & Johnson was founded on the principles of saving and improving lives,” company historian Margaret Gurowitz said in a 2017 blog post about the logo’s history. “James Wood Johnson took this mission so seriously that he literally signed the family name to the company’s products.”

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More on the new Johnson & Johnson logo

Johnson & Johnson detailed the changes to modernize the logo.

“Each letter is drawn in one pen stroke, creating a contrast that delivers both a sense of unexpectedness and humanity,” the company said in a news release, adding that it “will embrace both the long- and short-form 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.”

J&J said the “refreshed, bright, and contemporary [red] speaks to the ability to urgently respond to health challenges, evolve with the times and set the pace,” while the updated ampersand “captures a caring, human nature. It now presents itself as a more globally recognizable symbol and represents the openness of the brand, as well as the connections that bring the company’s purpose to life.”

Of the elements in the art direction style (including photos and illustrations), J&J said it has ” been crafted to spark energy, optimism and inclusivity, all while offering a unique and distinctive approach in healthcare.”

Earlier this year, J&J launched the Illustrate Change diversity initiative to better reflect different populations in medical illustrations and increase inclusiveness for patients of color.