Wolff Olins designs new global brand identity for Johnson & Johnson consumer health division

Wolff Olins, the global branding consultancy, has designed the new brand identity for Kenvue, the planned new consumer health company, anticipated to launch in 2023. Today, the company operates as Johnson & Johnson Consumer Health.

The logo, which was unveiled by Johnson & Johnson earlier this week, reflects the union of scientific rigor and empathetic care. These values come to life visually in the meeting of a precise form with an inviting, round form that symbolizes care.

Announcing a new view of care.

Daniel Renda, Senior Creative Director at Wolff Olins, and creative lead on the project, said the team set out to create a symbol to inspire and rally employees and consumers across the globe at a time of immense change.

"Because a new name can feel unfamiliar, it’s essential that identity can tell an emotional story and build meaning," said Renda. "To do this we conceived a design system with the creative idea, ‘A new view of care'. This inspires a logo that acts as a dynamic viewport showcasing the company’s portfolio of iconic brands and connecting them with people’s lives.

"It was a pleasure to collaborate with the Johnson & Johnson Consumer Health team at this transformative moment. We’re immensely proud of the work we’ve done together and look forward to sharing more of the Kenvue brand in the coming months," added Renda.

Along with the name and purpose, Kenvue’s visual identity represents timelessness, while allowing space for its iconic brands to also have a home. The new logo centers on the “K” symbol, embodying the company’s strengths – the geometry of the rectangle representing scientific precision and the round edges evoking the warmth of care. The corporate name is depicted in a distinctive logotype in a rich green. This strong, distinctive color works in harmony with the multicolored palette of the company’s portfolio of well-known brands.

Kenvue will become a standalone leading global consumer health company in 2023, subject to legal requirements including consultation with works councils and employee representatives, as required. Kenvue will continue to touch the lives of over one billion consumers worldwide every day through its iconic portfolio of beloved brands such as AVEENO®, BAND-AID® Brand Adhesive Bandages, LISTERINE®, NEUTROGENA®, TYLENOL®, JOHNSON’S® and DR. CI:LABO®, and will continue its longstanding legacy of innovation.