Why J&J rebranded its iconic logo

For more than 135 years, Johnson & Johnson’s logo remained unchanged, with the familiar, looping red script adorning its products — from Band-Aids and baby shampoo to medicines and medical devices.

However, that iconic logo is no more. Just a few weeks after J&J spun off its consumer health business into the standalone company Kenvue, the healthcare giant unveiled a new logo and brand identity that it says better aligns with its future.