Johnson & Johnson
The Sound of Science & Care
Antfood partnered with healthcare leader Johnson and Johnson to craft a sonic brand that captures the innovation and the empathy at the heart of their mission. Working closely with J&J and Wolff Olins, we defined and executed the brand’s sonic identity consisting of a mnemonic, brand music toolkit and holistic audio guidelines.
Since 1886, Johnson & Johnson has led the vanguard of healthcare. Today, the company is more focused than ever on shaping the future of healthcare through the power of science and technology. Antfood set out to create a sound that captures both the humanity and the rigor at the core of this vision, embodying a forward-looking vision grounded in humble gravitas.
Johnson & Johnson's Sonic Mnemonic
The J&J Journey
We dove deep in to Johnson & Johnson's history to learn more about where the company has been and where it's going. By understanding the way J&J's level of care has evolved throughout the past, we were able to create a sonic that propels them into the future and honors their well-established mission to "care for the world, one person at a time."
J&J's Museum
A history of innovating surgical equipment and procedures
Linton moist gauze, one of J&J's earliest innovations (1888)
Further innovations in gauze in time for WWI
Mnemonic Elements
Human-performed pizzicato strings on the cello and upright bass carry the melody and combine with tech-forward synthesizers to blend scientific precision with human warmth. The three-note melody alludes to the sound of “J&J” and features a distinct melodic arc subtly evoking the shape of a “J”.
Between the plucked melody and final impact, we build energy and dynamics with a unique swell. The expanding growth of the swell signifies J&J’s commitment to constant improvement and innovation and reinforces the experience principle of “Amplify Each Life.”
Our sonic concludes with a powerful, resonant impact that conveys both confidence and gravitas. This final note is warm and human, coupling a snap and hum, while also evoking strength and trust through a deep synth bass hit.
Brand Music
Johnson & Johnson's musical anthem combines timeless instrumentation with a contemporary feel to project a trustworthy, aspirational, and forward-thinking tone. It opens with the mnemonic melody, followed by a piano and synth-led passage that feels precise and empathetic. This builds into a bold, anthemic section that brings modernity and energy, culminating in a climactic restatement of the sonic logo.
Antfood armed Johnson & Johnson with a robust toolkit, consisting of cutdowns, alternate arrangements, and modular pieces of the anthem so the music can be applied seamlessly by teams throughout Johnson & Johnson and external partners alike.
Tags
Credits
Johnson & Johnson
Wolff Olins
Antfood
