4 Perspectives on the New Johnson & Johnson Logo Rebrand

We asked four branding professionals, including a Personal Brand Consultant and a Strategy Director, for their thoughts on the new Johnson & Johnson logo rebrand. From the loss of an iconic brand personality to the boring design and reflective transformation, discover the diverse perspectives these experts have shared on this significant rebranding move.

  • Loss of an Iconic Brand Personality
  • Nostalgic Yet Necessary Rebrand
  • Modern Logo for a New Generation
  • Boring Design, Reflective Transformation

Loss of Iconic Brand Personality

What happened, Johnson & Johnson? Speaking as a brand consultant, sadly, the new logo has lost all personality and has become too generic. If the color were to change with the font, you’d never be able to tell that this is the same iconic brand that families trust all over the world.

Talyn Rahman-Figueroa, Personal Brand Consultant, Boss Diplomat

Nostalgic Yet Necessary Rebrand

It’s about time. 

The font treatment is beautiful, and keeping the signature red is perfect. It was a nostalgic logo for sure, but it was starting to look too dated for their industry. (No one wants to use their great-grandma’s medical equipment.)

There are so many new, upcoming brands that look beautiful, hopeful, and engaging—J&J needed this update to stay relevant. They nailed it.

However, I will miss seeing the name/logo on baby products and other drugstore items. Those are very nostalgic items that my heart will miss. I loved bathing my own children with the same brand my family has used for generations.

Allison Donahue, Brand Manager

Modern Logo for a New Generation

Johnson & Johnson’s new, modern logo reflects the brand’s innovative, forward-thinking approach that has forged their consumer trust and loyalty for decades. 

With cursive slowly being phased out in K-12 programs, modernizing their logo is a smart play to cater to a new generation of consumers and future decision-makers. By adhering to a similar color scheme and single-line script, it doesn’t deviate too far from their brand DNA and opens opportunities for branding.

Lilliana Antequera, Brand Development

Boring Design, Reflective Transformation

The biggest problem isn’t that it’s badly designed, because it’s not. No, the real problem is that it’s boring, generic, forgettable, and reflects nothing. Its notable feature is being devoid of any essence, which is a shame when you consider how unique, iconic, and instantly recognizable the old one was.

Johnson & Johnson has been around for 135 years. Recently, the company was perceived as predictable and boring, with a stagnant share price. To boost it and their compensation, management undertook a major transformation:

  • Spin-off of low-growth consumer activities into a new company, Kenvue.
  • Simplification and investment in higher-growth pharmaceutical and medical device activities.

The justification is fairly obvious. J&J is no longer a consumer products company. It has a new direction and enormous pressure to make its transformation a reality. So, it’s easy to make the connection between “transforming the company” and “transforming the identity”.
Othmane Herri, Strategy Director, Combind

Key Takeways

In conclusion, the rebranding of the Johnson & Johnson logo has sparked a spectrum of opinions among industry experts. While some mourn the loss of its iconic personality, others see it as a timely evolution essential for maintaining market relevance. The diverse perspectives underscore the challenge of balancing brand heritage with modern-day market demands. The overarching theme is clear: in the world of branding, the interplay of nostalgia and innovation is both complex and crucial.

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Jason Vaught


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