CPG healthcare brand Johnson & Johnson has revealed a new brand positioning and logo that is designed to build on the giant’s legacy, while modernizing the brand.

The new logo is a first for the healthcare giant. After more than 135 years with its recognizable cursive branding, the company has created a new logo that has a new shape, style and art direction. 

“Our Johnson & Johnson brand identity communicates our bold approach to innovation in healthcare, while staying true to the care we have for our patients around the world,” said Vanessa Broadhurst, Executive Vice President of Global Corporate Affairs, in a company post. “We take immense pride in leading healthcare for more than a century and are seizing on our scientific momentum to profoundly impact health for humanity.”  

The rebrand is part of a move to unite the medtech and pharmaceutical segments of the brand under one umbrella look. As part of the reorganization, the company’s pharmaceutical segment will be named Johnson & Johnson Innovative Medicine and the medical technology segment will continue on as Johnson & Johnson MedTech.  

“Our exclusive focus on Innovative Medicine and MedTech solutions enables us to innovate across the full spectrum of healthcare in ways no other company can,” said Joaquin Duato, Chairman of the Board and Chief Executive Officer, in a company post. “Uniting our diverse businesses under an updated Johnson & Johnson brand reflects our unique ability to reimagine healthcare through transformative innovation, while staying true to Our Credo values and the level of care that patients and doctors expect of us.”