Ethicon, a subsidiary of Johnson & Johnson MedTech, was looking to update their outdated brand with the ambition of being more than the surgical devices they produce. The medical technology world can be a cold and sterile place, so it became paramount for Ethicon to stand out: putting humanity at the core of care.
Ethicon, a subsidiary of Johnson & Johnson MedTech, was looking to update their outdated brand with the ambition of being more than the surgical devices they produce. The medical technology world can be a cold and sterile place, so it became paramount for Ethicon to stand out: putting humanity at the core of care.
For Critical Mass — Art Direction, Logo Design, Branding
The logo has been modernized with bespoke characteristics, mimicking the angles and shapes of Ethicon's surgical tools all while maintaining the essence and familiarity of the previous version.
Colors Ink, a deep blue, and Ivory, a creamy beige, were added to the color palette to compliment Johnson & Johnson Red. Both brands share Circular as their sole typeface, a perfect expression of modernity and simplicity.
Graphic lines were introduced as a primary design element to convey precision and order, while also allowing for endless configurations in working with text and photography.
Authentic photography of patients and their loved ones also became a primary element of the design system, fulfilling the brand promise of putting humanity at the core of care.