Johnsons & Johnsons Brand Book

JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 Corporate Design Standards Created in partnership with Corporate Communication, Corporate Equity, the Trademark Law Department and the Global Strategic Design Office. © 2015 Johnson & Johnson Services, Inc.

JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 i This document outlines the design standards for our Corporate Signature (Johnson & Johnson name and/or logo) and corporate identity. The consistent use of these elements strengthens the equity of Johnson & Johnson. For more information on approval processes and contact information please see the following page.

ii JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 iii Approval Our Corporate Signature is trusted by consumers, customers, employees, Contact If you have any questions, please do not hesitate to contact us. and shareholders around the world. It is imperative to use it correctly everywhere it appears. Information CORPORATE EQUITY Andrea Higham APPROVAL PROCEDURE Senior Director Corporate Equity and Partnerships Before using the Corporate Signature in any materials, you must follow 410 George Street the steps below: New Brunswick, NJ 08901 +1 732 524 6892 1. Understand Standards: Refer to the Corporate Design Standards ahigham@its.jnj.com for an overview of the Corporate Identity. Sarah Colamarino 2. Develop Collateral: Follow the Corporate Design Standards. VP Corporate Equity and Partnerships 410 George Street 3. Submit to Legal: Complete a legal review by the Johnson & Johnson New Brunswick, NJ 08901 Trademark Department and also go through your company's regular copy +1 732 524 6259 approval process. scolamar@its.jnj.com GLOBAL STRATEGIC DESIGN OFFICE Tyson Thorne Director, Johnson & Johnson Solutions 601 W. 26th Street, Suite 1601 New York, NY 10001 +1 212 462 7053 tthorne@its.jnj.com TRADEMARK LAW DEPARTMENT David McDonald Chief Trademark Council One Johnson & Johnson Plaza New Brunswick, NJ 08933 +1 732 524 2471 dmcdon17@its.jnj.com Marci Blazer Assistant General Counsel—Trademark One Johnson & Johnson Plaza New Brunswick, NJ 08933 +1 732 524 6781 mblazer@its.jnj.com

iv JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 v Corporate Signature Table of Corporate Applications Equity 39 Contents 1 Applications Our Corporate Equity 40 2 Business Stationery Our Voice 48 Email Signatures Corporate Signature 50 Signage 5 Our Corporate Signature Graphic 6 Style Signature Elements 53 8 Our Graphic Style Configurations 54 18 Photography Staging Area 62 20 Color Palette Color Variations 64 26 Typography Backgrounds 70 28 Supporting Graphics Minimum Size 72 30 Websites Our Name in Text 74 32 Presentations Abbreviating Our Name 76 34 Our Credo International Executions 36 Incorrect Use

vi JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 1 Corporate Equity The Corporate Equity of Johnson & Johnson is grounded in the Our Corporate ® special maternal/infant bond created when using JOHNSON’S and Equity BAND-AID® Brand Adhesive Bandages. While our caring essence has transcended across multiple global businesses, our equity remains rooted with heritage products. Our JOHNSON’S Baby products enter people’s lives in very special moments shared with young infants. Research has shown that this creates a deep emotional trust with mothers and fathers for Johnson & Johnson. We are seen as trusted and caring, associated with nurturing moments that create unbridled joy. This is a key differentiator for Johnson & Johnson among other companies. Our Corporate Equity, coupled with the ethical principles embodied in Our Credo, have built a strong and long-standing reputation for Johnson & Johnson. OUR BELIEFS We are inspired by every act of caring, and humbled whenever we play a part. We put the needs of others first. We are humble, caring and authentic.

2 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 3 Corporate Equity Our Corporate Equity Our voice is caring and trustworthy. We are confident, but never LANGUAGE EXAMPLES Our Voice boastful. We are honest, transparent, and responsive. Our language is simple, candid, and sincere. We let our actions speak louder than our words. Johnson & Johnson communications are founded on our warm, sincere writing style. Our caring voice has been expressed through countless communications—from candid letters to our employees, to detailed reports to our investors, to engaging campaigns in advertising. The powerful attributes of our voice must always be considered when crafting copy. LANGUAGE Our words are caring and trustworthy. We are confident, but never boastful. Our language is simple. IMAGERY Still photographs and film best capture the essence of Johnson & Johnson. These show the moments of unbridled joy for the billion people we touch around the world every day. We represent real people and real stories, told through the eyes of the care giver or care receiver. See page 54 for more details on our photography.

4 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 5 Corporate Signature Our Corporate The Johnson & Johnson Corporate Signature is the cornerstone of our Corporate Identity System. Inspired by the signature of Signature Robert Wood Johnson, it has evolved over the years to become the internationally recognized, unique, and proprietary symbol of our company, and of our values. OUR CORPORATE SIGNATURE This section outlines standards for using and applying the Corporate Signature. Always follow the standards provided in this book before developing any communications.

6 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 7 Corporate Signature Our Corporate Signature The Johnson & Johnson Corporate Signature is created with custom hand-drawn lettering, rather than a typeface. Identified on the opposite Signature page are the components of the Corporate Signature we will refer to Word Space: a space between two words in the following design standards. Counter: a space inside a letterform Elements Ascender: the part of a lowercase letter that rises above the main body Configurations Staging Area Color Variations Backgrounds Minimum Size Our Name in Text Abbreviating Our x-height Name International Executions Incorrect Use Ampersand: Baseline symbol for “and” Descender: the part of a letter that extends below the main body Corporate Signature IDENTIFIER LINE HERE Leading: the vertical SUB-IDENTIFIER LINE HERE measurement between baselines

8 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 9 Corporate Signature Our Corporate Signature The Johnson & Johnson Corporate Signature can only be used alone CORPORATE SIGNATURE Signature Elements when identifying Johnson & Johnson Corporate, or as otherwise Configurations permitted by the Corporate Signature Policy. In most cases, the Corporate Signature is supplemented with a typographic qualifier that Staging Area represents a legal company name that includes Johnson & Johnson, Color Variations a grouping of companies, or another approved identifier. Backgrounds Minimum Size The following Corporate Signature configurations, and their Our Name in Text Abbreviating Our components, have been developed to reinforce the family relationship CORPORATE SIGNATURE Name of the Corporate Identity System. Do not create new configurations, WITH AN IDENTIFIER International transliterations, or add any additional lines of text or other graphic e.g, operating companies, Executions elements to the Corporate Signature. groupings and aggregations IDENTIFIER LINE HERE Incorrect Use HIGH-RESOLUTION ARTWORK For questions regarding the logo artwork, please contact the Global Strategic Design Office at CorporateDesignStandards@its.jnj.com. CORPORATE SIGNATURE WITH AN IDENTIFIER AND SUB-IDENTIFIER e.g, operating companies, IDENTIFIER LINE HERE groupings and aggregations SUB-IDENTIFIER LINE HERE CORPORATE SIGNATURE IDENTIFIER LINE HERE WITHIN AN IDENTIFIER e.g, operating companies, groupings and aggregations, and limited space instances

10 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 11 Corporate Signature Our Corporate Signature The following configurations have been developed in accordance with JOHNSON & JOHNSON MEDICAL COMPANIES Signature Elements the Corporate Signature Policy and are included here as an overview Preferred (vertical) and acceptable (1-line: limited space) configurations Configurations of the possible configurations that are available for use. Staging Area Color Variations MEDICAL COMPANIES Backgrounds Minimum Size Our Name in Text Abbreviating Our JOHNSON & JOHNSON Name International Executions JOHNSON & JOHNSON FAMILY OF COMPANIES Incorrect Use Preferred (vertical) and acceptable (1-line: limited space) configurations JOHNSON & JOHNSON ABBREVIATED This logo may be substituted in select applications when space is limited and does not allow for the use of the full Corporate Signature and where approved by the law department. JOHNSON & JOHNSON FAMILY OF COMPANIES A JOHNSON & JOHNSON COMPANY IN [GEOGRAPHIC REGION] The descriptor “a Johnson & Johnson company” must always appear Preferred (vertical) and acceptable (1-line: limited space) configurations with an operating company logo, and cannot be used by itself. Operating Company Logo FAMILY OF COMPANIES IN [GEOGRAPHIC REGION] FAMILY OF COMPANIES IN [GEOGRAPHIC REGION] Example: Example:

12 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 13 Corporate Signature Our Corporate Signature JOHNSON & JOHNSON AS PART OF FULL LEGAL NAME 3. DIVISION NAME: "JOHNSON & JOHNSON" FIRST Signature Elements PREFERRED (STACKED) AND ACCEPTABLE (1-LINE) CONFIGURATIONS The name, Johnson & Johnson, is listed first in the division full legal Configurations name (e.g, Johnson & Johnson Vision Care, Division of Johnson & 1. OPERATING COMPANY: “JOHNSON & JOHNSON” FIRST Johnson, Inc.) Staging Area The name, Johnson & Johnson, is listed first in the operating company Color Variations full legal name (e.g, Johnson & Johnson Consumer, Inc.) Backgrounds Minimum Size [DIVISION NAME] Our Name in Text DIVISION OF [OPCO FULL LEGAL NAME] Abbreviating Our [OPCO FULL LEGAL NAME] Name International [DIVISION NAME] DIVISION OF [OPCO FULL LEGAL NAME] Executions Incorrect Use [OPCO FULL LEGAL NAME] Example: Example: 4. DIVISION NAME: "JOHNSON & JOHNSON" NOT INCLUDED Our Corporate typeface is Akzidenz Grotesk Pro. Live text is set in all-caps, bold, 17.55 pt., 15pt. tracking The name, Johnson & Johnson, is not included in the division name, 2. OPERATING COMPANY: "JOHNSON & JOHNSON" WITHIN but is included in the operating company name (e.g, Vistakon, Division The name, Johnson & Johnson, is within the operating company full legal of Johnson & Johnson Vision Care, Inc.) name (e.g, Shanghai Johnson & Johnson Pharmaceuticals, Ltd.) [OPCO] [FULL LEGAL NAME] Division Logo Example: DIVISION OF [OPCO FULL LEGAL NAME] SHANGHAI PHARMACEUTICALS, LTD. Division Logo DIVISION OF [OPCO FULL LEGAL NAME] Example: DIVISION OF VISION CARE, INC.

14 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 15 Corporate Signature Our Corporate Signature JOHNSON & JOHNSON FAMILY OF [SECTOR OR DISEASE] COMPANIES PART OF THE JOHNSON & JOHNSON FAMILY OF COMPANIES Signature Elements Preferred (vertical) and acceptable (1-line: limited space) configurations Preferred (vertical) and acceptable (1-line: limited space) configurations Configurations Staging Area Operating Company, Division, Business Unit Franchise or Brand Logo(s) Color Variations FAMILY OF [SECTOR OR DISEASE] COMPANIES Backgrounds Minimum Size Our Name in Text Abbreviating Our Operating Company, Division, Name Business Unit Franchise or Brand Logo(s) Example: International Executions Incorrect Use FAMILY OF [SECTOR OR DISEASE] COMPANIES Examples: JOHNSON & JOHNSON FAMILY OF CONSUMER COMPANIES Preferred (vertical) and acceptable (1-line: limited space) configurations Operating Company, Division, Business Unit Franchise or Brand Logo(s) Example:

16 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 17 Corporate Signature Our Corporate Signature JOHNSON & JOHNSON CORPORATE FUNCTIONS OR INITIATIVES DEPUY COMPANIES OF JOHNSON & JOHNSON Signature Elements Preferred (stacked), acceptable (vertical: business stationery only) Preferred (vertical) and acceptable (1-line: limited space) configurations Configurations and acceptable (1-line: limited space) configurations For further instruction regarding DePuy Synthes, please refer to their design standards Staging Area FUNCTION Color Variations OR INITIATIVE Backgrounds NAME Minimum Size Our Name in Text Abbreviating Our Name International FUNCTION OR INITIATIVE NAME Executions Incorrect Use FUNCTION OR INITIATIVE NAME Example: Corporate Functions JANSSEN PHARMACEUTICAL COMPANIES OF JOHNSON & JOHNSON Preferred (vertical) and acceptable (1-line: limited space) configurations For further instruction regarding Janssen, please refer to their design standards JOHNSON & JOHNSON CONSUMER FUNCTIONS OR INITIATIVES FUNCTION OR INITIATIVE NAME Example: Consumer Functions

18 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 19 Corporate Signature Our Corporate Signature Presenting the Corporate Signature without overlapping or intruding VERTICAL CONFIGURATION Signature Elements elements is essential to maintaining its integrity. Its staging area, also The staging area around the Corporate Signature is equal Configurations known as “clear space”, must be free from any graphic elements in all to 1/2 the height of the Corporate Signature. Staging Area applications. The edge of what the signature is being applied to 1/2X cannot fall inside the staging area. Color Variations 1/2X Backgrounds Minimum Size Our Name in Text X Abbreviating Our Name International Executions Incorrect Use 1/2X 1/2X X IDENTIFIER LINE HERE SUB-IDENTIFIER LINE HERE ALTERNATE (1-LINE) CONFIGURATION The staging area for all configurations is derived the same way; it is equal to 1/2 the height of the Corporate Signature. 1/2X 1/2X X IDENTIFIER LINE HERE

20 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 21 Corporate Signature Our Corporate Signature The Corporate Signature configurations must use the preferred PREFERRED: POSITIVE Signature Elements corporate colors of Johnson & Johnson red and gray. For greater Johnson & Johnson red Configurations flexibility, all configurations of the Corporate Signature may be Staging Area reversed out of a background color as long as it is legible. Color On packaging only, where printing and reproduction limitations may Variations require use of one-color positive or reverse variations, or when the preferred colors are unavailable, the most contrasting color available in PREFERRED: POSITIVE Backgrounds the existing palette must be used. TWO-COLOR Minimum Size Johnson & Johnson red Our Name in Text Johnson & Johnson gray IDENTIFIER LINE HERE Abbreviating Our PREFERRED SUB-IDENTIFIER LINE HERE Name COLORS International J&J J&J J&J Executions Incorrect Use Red Gray White PREFERRED: REVERSE White on background color: COLOR NAME SPOT COLOR CMYK RGB HEX# Johnson & Johnson red J&J red PMS 185C 0/100/100/0 243/6/23 F30617 J&J red (web) PMS 187C 5/100/71/22 180/22/1 B41601 J&J gray PMS Cool Gray 8C 0/0/0/50 130/130/130 828282 J&J white N/A N/A 255/255/255 FFFFFF IDENTIFIER LINE HERE SUB-IDENTIFIER LINE HERE Printing color densities have been established to maintain consistent color on print materials: J&J red: PMS 185C* Ink densities: 1.51 (logo), 1.42 (solid red,) *On uncoated paper, use the custom ink formula below: ACCEPTABLE: POSITIVE Coatable warm red: 0.522 parts; Coatable yellow: 0.249 parts; PACKAGING ONLY Coatable rubine red: 0.228 parts; Total amount: 0.999 parts The most contrasting color available in existing palette J&J dark gray: PMS Cool Gray 11 must be used, if preferred Ink density: 0.75 (type) colors are unavailable. IDENTIFIER LINE HERE SUB-IDENTIFIER LINE HERE ® PMS is a registered trademark of Pantone, LLC.

22 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 23 Corporate Signature Our Corporate Signature When the Corporate Signature is approved for use as part of an COLOR VARIATIONS: MULTIPLE LOGOS Signature Elements identifier to signify a Johnson & Johnson company, or an aggregation The preferred colors for any layout, including multiple operating Configurations of operating company, division, business unit franchise and/or brand company, division, business unit franchise or brand name(s) are Staging Area name(s), it can be locked up with other logo(s). Johnson & Johnson red and gray. For aggregations, the preferred Color colors must be used in all instances. COLOR VARIATIONS: SINGLE LOGO Variations The preferred colors for the descriptor are Johnson & Johnson red and gray. However, for a more harmonious relationship with the Backgrounds associated logo, the entire descriptor may be modified to appear as Minimum Size one solid color or the gray text can be modified to match the color of Our Name in Text the associated logo. Abbreviating Our Name International Executions Incorrect Use GRANTED EXCEPTIONS * If aggregating with brands, the full legal operating company name for ® Janssen: Optimized for three-color printing each brand must be identified in such material (e.g. LISTERINE is a ® brand marketed by Johnson & Johnson Consumer Inc.; TYLENOL is a brand marketed by Johnson & Johnson Consumer Inc., McNeil Consumer Healthcare Division)

24 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 25 Corporate Signature Our Corporate Signature COLOR VARIATIONS: PACKAGING Signature Elements When the Corporate Signature is used on packaging, it may only Configurations be used as a secondary brand as permitted in the Corporate Staging Area Signature Policy and may not be locked-up with other logos or Color design elements. Variations In order to protect the equity of Johnson & Johnson, the use of the Corporate Signature with consumer audiences Backgrounds has been expanded to most consumer brands in addition Minimum Size ® Our Name in Text to the traditional equity brands of JOHNSON’S and BAND-AID® Brand Adhesive Bandages. This includes product Abbreviating Our categories such as all baby care brands, skin/hair care, wound care, Name International topical health and oral health. Executions Incorrect Use On packaging applications for these products and brands, the Corporate Signature must appear in Johnson & Johnson ® ® red, gray, white, or black. For JOHNSON’S and CLEAN & CLEAR packaging only, the Corporate Signature may appear in the most contrasting color available within the existing palette.

26 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 27 Corporate Signature Our Corporate Signature To enable greater design flexibility while maintaining a consistent SOLID COLOR Signature Elements graphic style, use of the Johnson & Johnson Corporate Signature To ensure legibility, the Corporate Signature may be reversed (white) Configurations against a background is permitted. When presenting the Corporate from a solid background as long as sufficient contrast is maintained Staging Area Signature over a background, care must be taken to ensure all between the Corporate Signature and the background color. Color Variations components of the Corporate Signature are easily legible. Backgrounds Johnson & Johnson red and gray are the preferred colors. Minimum Size Our Name in Text Abbreviating Our Name International Executions Incorrect Use IDENTIFIER LINE HERE IDENTIFIER LINE HERE SUB-IDENTIFIER LINE HERE SUB-IDENTIFIER LINE HERE PHOTOGRAPH OR TRANSPARENCY The Corporate Signature may also be applied over a photograph or transparency. Photography behind the Corporate Signature may not be contrasting, busy, or violate the Corporate Signature’s staging area. When applying the logo over light photography, use the positive color variations as specified in the Color Variations section. IDENTIFIER LINE HERE IDENTIFIER LINE HERE SUB-IDENTIFIER LINE HERE SUB-IDENTIFIER LINE HERE

28 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 29 Corporate Signature Our Corporate Signature The Johnson & Johnson Corporate Signature must always be legible MINIMUM SIZE FOR PRINT Signature Elements when used. The following minimum sizes have been defined to ensure Width: 5/8" (15.8750mm) Configurations that the Corporate Signature will be reproducible at small sizes. Staging Area Color Variations Backgrounds DETERMINING THE CORPORATE SIGNATURE SIZE The size of the Corporate Signature is determined by the width of Minimum Size the Johnson & Johnson script, from the very left edge of the first “J” Our Name in Text to the edge of the last “n”. Abbreviating Our MINIMUM SIZE FOR WEB Name All elements must be scaled in proportion to the Johnson & Johnson Width: 120 pixels International script. If the Corporate Signature is not legible at the recommended Executions minimum size, then it must be increased to a size that is readable. Incorrect Use MINIMUM SIZE: VERTICAL CONFIGURATION IDENTIFIER LINE HERE Width: 1 1/4" (31.7500mm) SUB-IDENTIFIER LINE HERE MINIMUM SIZE: ALTERNATE IDENTIFIER LINE HERE (1-LINE) CONFIGURATION Width: 13/16" (20.6375mm)

30 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 31 Corporate Signature Our Corporate Signature When used within text, our name should appear unstylized, and CORRECT USE IN TEXT Signature Elements in the same font, color, and size as the surrounding text. Our name Our name, Johnson & Johnson, must appear in the same type style Configurations should be set in initial caps, with both “J’s” capitalized. When possible, as the surrounding text and may not be emphasized by underlining, Staging Area “Johnson & Johnson” should appear on one line within text. increasing its size, or setting the font appearance to bold or italic. Color Variations When necessary, our name may be split into two lines, but should When our name must be split into two lines within text, the Backgrounds never appear in three lines. ampersand symbol (&) should appear on the second line, unless Minimum Size this seems typographically unbalanced. Our Name in Text Johnson & Johnson can be used as part of a title. Abbreviating Our Name When used in a paragraph, Johnson International Executions & Johnson can be split into two lines Incorrect Use with the ampersand on the second line. IF THE SURROUNDING TEXT APPEARS IN UPPERCASE LETTERING, JOHNSON & JOHNSON MAY BE CAPITALIZED AS WELL. INCORRECT USE IN TEXT The ampersand symbol (&) must not hang at the end of the first line, and “Johnson” should never be split in the middle of the word or hyphenated in any way. Johnson & Johnson & John- Johnson son The ampersand symbol (&) in our name should never be replaced by the word “and,” or by any other symbol or character. Johnson and Johnson Johnson + Johnson Johnson~Johnson A space must be present before and after the ampersand symbol (&) so that each word appears distinct and separate. Johnson&Johnson

JOHNSON & JOHNSON FAMILY OF COMPANIES GUIDELINES & PACKAGING STANDARDS 7 JOHNSON & JOHNSON FAMILY OF COMPANIES GUIDELINES & PACKAGING STANDARDS 4 Distribution Statement Distribution Statement McNEIL CONSUMER Acceptable treatments for the distribution statement on packaging JOHNSON & JOHNSON FAMILY OF COMPANIES GUIDELINES & PACKAGING STANDARDS 7 HEALTHCARE are shown below. DO NOT use the McNeil Consumer Healthcare JOHNSON & JOHNSON FAMILY OF COMPANIES GUIDELINES & PACKAGING STANDARDS Logo in the distribution statement. 7 JOHNSON & JOHNSON Acceptable treatments for the distribution statement on packaging CONSUMER INC. are shown below. DO NOT use the Johnson & Johnson Script Logo Distribution Statement TYPING FORMAT in the distribution statement. Operating Compan Name ecluding the Diision Name is tped JOHNSON & JOHNSON FAMILY OF COMPANIES GUIDELINES & PACKAGING STANDARDS Distribution Statement 4 in pt old ppercase. All other information is tped in pt egular JOHNSON & JOHNSON FAMILY OF COMPANIES GUIDELINES & PACKAGING STANDARDS 4 McNEIL CONSUMER 32 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 33 Acceptable treatments for the distribution statement on packaging TYPING FORMAT Title Case. JOHNSON & JOHNSON FAMILY OF COMPANIES GUIDELINES & PACKAGING STANDARDS 7 HEALTHCARE are shown below. DO NOT use the McNeil Consumer Healthcare Operating ompan Name ecluding the Diision Name is tped JOHNSON & JOHNSON FAMILY OF COMPANIES GUIDELINES & PACKAGING STANDARDS 7 McNEIL CONSUMER Acceptable treatments for the distribution statement on packaging Logo in the distribution statement. Distribution Statement in pt old ppercase. All other information is tped in pt ­egular ­lease use erthold Ak€iden€ ‚rotesk font and choose the most Distribution Statement HEALTHCARE are shown below. DO NOT use the McNeil Consumer Healthcare Corporate Signature Title ase. Logo in the distribution statement. legible color from the our brand palette to ensure readabilit. Distribution Statement TYPING FORMAT HORIZONTAL – CENTERED JOHNSON & JOHNSON Distribution Statement Operating Compan Name ecluding the Diision Name is tped Acceptable treatments for the distribution statement on packaging JOHNSON & JOHNSON FAMILY OF COMPANIES GUIDELINES & PACKAGING STANDARDS €lease use erthold Ak‚iden‚ ƒrotesk font and choose the most JOHNSON & JOHNSON Acceptable treatments for the distribution statement on packaging 4 TYPING FORMAT in pt old ppercase. All other information is tped in pt egular Our Corporate Signature CONSUMER INC. PACKAGING: BACK PANEL MCNEIL PACKAGING: BACK PANEL CONTINUED Distributed bƒ are shown below. DO NOT use the Johnson & Johnson Script Logo CONSUMER INC. legible color from the our brand palette to ensure readabilit. Operating Compan Name ecluding the Diision Name is tped are shown below. DO NOT use the Johnson & Johnson Script Logo JOHNSON & JOHNSON CONSUMER INC. Signature Elements McNEIL CONSUMER Title Case. For consumer-facing products and brands that are prohibited from Acceptable treatments for the distribution statement on packaging in the distribution statement. McNeil Consumer Healthcare Diision in pt old ppercase. All other information is tped in pt egular Configurations in the distribution statement. McNEIL CONSUMER „ort …ashington† ­A ‡ˆ‰Š‹ ŒA HEALTHCARE Acceptable treatments for the distribution statement on packaging using the Corporate Signature, and if Johnson & Johnson is part are shown below. DO NOT use the McNeil Consumer Healthcare © ‘’‘C“ ”‰•• Staging Area HORIZONTAL – CENTERED Title Case. HEALTHCARE ­lease use erthold Ak€iden€ ‚rotesk font and choose the most Distribution Statement of the operating company legal name, then the Corporate Signature are shown below. DO NOT use the McNeil Consumer Healthcare TYPING FORMAT Logo in the distribution statement. –uestions— Color Variations TYPING FORMAT call toll˜free XXX-XXX-XXXX Distributed b„ Logo in the distribution statement. legible color from the our brand palette to ensure readabilit. must appear in plain text when used on the back panel. or 215-273-8755 ™collectš Backgrounds Operating ompan Name ecluding the Diision Name is tped JOHNSON & JOHNSON CONSUMER INC. ­lease use erthold Ak€iden€ ‚rotesk font and choose the most www.brand.com Operating ompan Name ecluding the Diision Name is tped Skillman… NJ †‡‡ˆ‰Š‹‡ Œade in Žtal TYPING FORMAT Minimum Size in pt old ppercase. All other information is tped in pt ­egular HORIZONTAL – CENTERED JOHNSON & JOHNSON in pt old ppercase. All other information is tped in pt ­egular legible color from the our brand palette to ensure readabilit. © J&JŽ ’†““ TYPING FORMAT Acceptable treatments for the distribution statement on packaging Operating Compan Name ecluding the Diision Name is tped Title ase. CONSUMER INC. Title ase. ­AND “® is a registered trademark. HORIZONTAL – FLUSH LEFT ® Operating Compan Name ecluding the Diision Name is tped Distributed bƒ ­AND “ est une mar•ue déposeé. are shown below. DO NOT use the Johnson & Johnson Script Logo HORIZONTAL – CENTERED Our Name in pt old ppercase. All other information is tped in pt egular JOHNSON & JOHNSON CONSUMER INC. in pt old ppercase. All other information is tped in pt egular in the distribution statement. €lease use erthold Ak‚iden‚ ƒrotesk font and choose the most Title Case. Distributed bƒ McNeil Consumer Healthcare Diision Distributed bƒ „ort …ashington† ­A ‡ˆ‰Š‹ ŒA €lease use erthold Ak‚iden‚ ƒrotesk font and choose the most Title Case. JOHNSON & JOHNSON CONSUMER INC. legible color from the our brand palette to ensure readabilit. JOHNSON & JOHNSON CONSUMER INC. © ‘’‘C“ ”‰•• in Text HORIZONTAL – FLUSH LEFT McNeil Consumer Healthcare Diision legible color from the our brand palette to ensure readabilit. McNeil Consumer Healthcare Diision „ort …ashington† ­A ‡ˆ‰Š‹ ŒA ©‘’‘C“ ”‰•• TYPING FORMAT ­lease use erthold Ak€iden€ ‚rotesk font and choose the most –uestions— Abbreviating Our „ort …ashington† ­A ‡ˆ‰Š‹ ŒA call toll˜free XXX-XXX-XXXX Distributed b„ © ‘’‘C“ ”‰•• –uestions— Name Operating ompan Name ecluding the Diision Name is tped ­lease use erthold Ak€iden€ ‚rotesk font and choose the most or 215-273-8755 ™collectš legible color from the our brand palette to ensure readabilit. 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34 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 35 Corporate Signature Our Corporate Signature Johnson & Johnson is the name of our company, and the entire J&J IN TEXT Signature Elements word-group is reflected in our Corporate Signature. The full name When J&J initials are used, they should appear in the same type style, Configurations must be used whenever possible. size, and color as the surrounding text. Ensure the two letters and Staging Area the ampersand symbol (&) are a single unit. Do not insert spaces in Color Variations However, in certain circumstances, an abbreviation of our name or logo between characters, or after each letter. Backgrounds may be employed. Such abbreviations cannot replace a legal corporate Minimum Size Our Name in Text designation where one is required. J&J Abbreviating THE INITIALS: J&J The only approved abbreviation for Johnson & Johnson in text is “J&J.” Our Name To determine where the use of this abbreviation would be appropriate International in contracts or other documents to identify the company, contact your Executions Johnson & Johnson lawyer. J&J IN WEB AND DIGITAL APPLICATIONS Incorrect Use When an ampersand symbol (&) is unavailable in applications such as web addresses, stock symbol, and email addresses, the following abbreviation may be used. There is no logo for this abbreviation, and the text may not be stylized. Where possible, the letters should appear in lowercase, but some applications, such as stock symbol, may require an uppercase treatment. jnj J&J AS A LOGO The only approved abbreviation of the Corporate Signature is the J&J logo. This logo may be substituted in select applications when space is limited and does not allow for the use of the full Corporate Signature and where approved by the Law Department. The J&J logo may be used for certain promotional items and on approved packaging applications consistent with the Corporate Signature Policy.

36 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 37 Corporate Signature Our Corporate Signature As the equity behind the Johnson & Johnson name and logo has OTHER DUAL-LANGUAGE CONFIGURATIONS Signature Elements grown over the years, so has the recognition of our Corporate Operating company names and other configurations of the Corporate Configurations Signature. Transliterated logos that imitate the original English script Signature that contain English text may also be presented in a dual- Staging Area are no longer permitted as part of the Corporate Identity System. language variation if necessary. The local transliteration of the full Color Variations name must be presented in the proportion below, centered, and in Backgrounds ® Minimum Size The Johnson & Johnson Corporate Signature must appear in text that matches the corporate sans-serif font, Akzidenz-Grotesk Our Name in Text its original English form in all international applications, and Pro, as closely as possible. The following lock-up is approved for Abbreviating Our transliterations must be expressed in text format only, as per transliterations of the Corporate Signature containing English text. Name the following standards: International ENGLISH CORPORATE SIGNATURE Executions For internal-facing applications, such as Our Credo, the Johnson & Johnson Corporate Signature may be used on its own. This is also Incorrect Use the preferred configuration for approved external-facing applications when transliteration is not necessary or required by local laws. DUAL-LANGUAGE CORPORATE SIGNATURE When transliteration is necessary to communicate the name of our company in non-Roman characters (e.g, Kanji, Cyrillic), it must follow the approved dual-language lock-up configuration. The local transliteration of the full name must be presented in the proportion below, centered, and in text that matches the corporate sans-serif font, ® Akzidenz-Grotesk Pro, as closely as possible.

38 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 39 Corporate Signature Our Corporate Signature It is crucial to the equity and reputation of Johnson & Johnson that the DO NOT CREATE A SHAPE OR APPLY A STROKE AROUND THE Signature Elements Corporate Signature Standards are adhered to in every communication. CORPORATE SIGNATURE. Configurations However, situations may arise that are not covered by the information Staging Area available. Examples of incorrect uses are below. Color Variations Backgrounds Minimum Size DO NOT DISTORT OR SPLIT THE CORPORATE SIGNATURE. Our Name in Text Abbreviating Our DO NOT CREATE A DROP-SHADOW OR A GLOW AROUND THE Name CORPORATE SIGNATURE. International Executions Incorrect Use DO NOT SLANT OR ANGLE THE CORPORATE SIGNATURE. DO NOT PRESENT THE CORPORATE SIGNATURE IN A SHAPE. DO NOT MIMIC THE CORPORATE SIGNATURE WITH ENGLISH OR NON-ENGLISH SCRIPTS. DO NOT APPLY THE CORPORATE SIGNATURE OVER A BUSY AREA Johnson & Johnson OF A PHOTOGRAPH. DO NOT USE UNAPPROVED COLOR COMBINATIONS OR PLACE THE CORPORATE SIGNATURE BETWEEN TWO BACKGROUND COLORS. DO NOT CROP THE CORPORATE SIGNATURE. FUNCTION OR INITIATIVE DO NOT USE A LIGHT BACKGROUND COLOR THAT IMPAIRS LEGIBILITY. NAME

40 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 41 Applications Applications Our Corporate Identity System comes to life each time we create a communication. Every application is an opportunity to share our values and to strengthen the equity of Johnson & Johnson. This is accomplished by using the Corporate Signature and all of the elements of our graphic style correctly and consistently. This section of the Design Standards demonstrates how the elements of our graphic style are integrated across our wide range of applications. Our Corporate Identity System should be reflected across all media; from external-facing communications, such as advertising and business cards, to internal-facing communications, ® such as PowerPoint presentations. Requirements for these applications differ, so varied degrees of flexibility have been outlined accordingly. When creating the following applications, first determine the legal entity that the employee works for: • Business Stationery • Email Signatures • Signage The full legal name of the individual operating company must be used on all external communications and materials. ORDERING BUSINESS STATIONERY In North America: Business stationery can be ordered through the Johnson & Johnson Procurement website, Ariba (http://aribana.jnj.com). Outside North America: Business stationery can be produced and ordered with your local printer. Please check with you management for policies and procedures for ordering.

42 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 43 Applications Business Our business stationery is perhaps our most personal connection JOHNSON & JOHNSON (CORPORATE PARENT) with Johnson & Johnson. Each time a colleague shares his or Senior level management and others where approved. Stationery her business card, a personal association is made between the colleague, Johnson & Johnson, and the receiver of the card. Email Signatures The stationery we use in our personal interactions that bears the Signage Johnson & Johnson name must be functional, consistent, and reflective of our Corporate Identity. FIRSTNAME LASTNAME Employee Title, Subgroup / Department Name A traditional lithographic printing process should be used for all stationery items. To maintain consistent quality and ensure maximum One Johnson & Johnson Plaza, New Brunswick, NJ 08933 USA environmental economy, all stationery should be printed with T: +0 000 000 0000 M: / F: +0 000 000 0000 vegetable-based inks and varnishes on 100% post-consumer email@emaildomain.com www.jnj.com recycled paper that is processed chlorine-free. BUSINESS CARDS JOHNSON & JOHNSON CORPORATE FUNCTION OR INITIATIVE Our business cards are clean and uncluttered, and must include Employees of Johnson & Johnson Services, Inc., Johnson & Johnson appropriate contact details, the correct Corporate Signature, and full Finance, Inc., Johnson & Johnson International, Inc., or part of a legal operating company name. Business cards are designed at a corporate function but employed by a different operating company. universal size for global use. A dual-language option is available. PRINTING SPECS OVERVIEW • Paper: Mohawk Loop Inxwell Super Smooth Eco White 130 dtc FUNCTION OR INITIATIVE NAME • Ink: Vegetable based Ink • 2C Offset + Aqueous coating FIRSTNAME LASTNAME Employee Title, Subgroup / Department Name COLOR Operating Company Full Legal Name J&J red: PMS 185C* 12345 Anystreet Drive, Anytown, ST 00000 USA T: +0 000 000 0000 M: / F: +0 000 000 0000 Ink densities: 1.51 (logo, front), 1.42 (solid red, back) email@emaildomain.com www.jnj.com *On uncoated paper, use the custom ink formula below: Coatable warm red: 0.522 parts; Coatable yellow: 0.249 parts; Coatable rubine red: 0.228 parts; Total amount: 0.999 parts JOHNSON & JOHNSON CORPORATE FUNCTION OR INITIATIVE —2-LINE ADDRESS J&J dark gray: PMS Cool Gray 11 Ink density: 0.75 (type, front) TYPOGRAPHY: BUSINESS CARDS FUNCTION OR INITIATIVE NAME ® • Akzidenz-Grotesk Pro FIRSTNAME LASTNAME • Name and title: 8pt / 9.6pt, Contact info: 7pt / 8.55pt Employee Title, Subgroup / Department Name • Abbreviations with consecutive caps (ie, NY): 6.5pt / 8.55pt Operating Company Full Legal Name 12345 Anystreet Drive, Building 1A, Room ABC-123 Anytown, ST 00000 USA PHONE NUMBER FORMAT T: +0 000 000 0000 M: / F: +0 000 000 0000 All phone numbers must include country code. email@emaildomain.com www.jnj.com T: +1 212 462 7017 (USA) ® PMS is a registered trademark of Pantone, LLC.

44 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 45 Applications Business JOHNSON & JOHNSON IN OPERATING COMPANY’S NAME WHITE BACK Stationery Email Signatures OPCO FULL LEGAL NAME / DIVISION NAME DIVISION OF [OPCO FULL LEGAL NAME] (IF REQUIRED) Signage FIRSTNAME LASTNAME Employee Title, Subgroup / Department Name 12345 Anystreet Drive, Anytown, ST 00000 USA T: +0 000 000 0000 M: / F: +0 000 000 0000 email@emaildomain.com www.companywebsite.com JOHNSON & JOHNSON IN OPERATING COMPANY’S NAME —DUAL-LANGUAGE Front: OPCO / DIVISION NAME IN ENGLISH DIVISION OF [OPERATING COMPANY] (IF REQUIRED) IN ENGLISH FIRSTNAME LASTNAME IN ENGLISH Employee Title, Subgroup / Department Name ST 00000 USA 12345 Anystreet Drive, Anytown, T: +0 000 000 0000 M: / F: +0 000 000 0000 email@emaildomain.com www.companywebsite.com Back: OPCO / DIVISION NAME IN LOCAL LANGUAGE DIVISION OF [OPERATING COMPANY] (IF REQUIRED) IN LOCAL LANGUAGE FIRSTNAME LASTNAME IN LOCAL LANGUAGE Employee Title, Subgroup / Department Name 12345 Anystreet Drive, Anytown, ST 00000 USA T: +0 000 000 0000 M: / F: +0 000 000 0000 email@emaildomain.com www.companywebsite.com

46 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 47 Applications Business Consistent with all the principles of our Corporate Identity, our JOHNSON & JOHNSON (CORPORATE PARENT) letterhead and envelope are shown below. Sizes vary depending on Senior level management and others where approved. Stationery region, so the operating company and dual-language versions are available in both U.S. and I.S.O. standard sizes. Email Signatures Signage LETTERHEAD & ENVELOPE Our letterhead (LH) and envelope (Env) are clean and uncluttered. They clearly display appropriate contact details, maintaining consistency with the Corporate Identity System. PRINTING SPECS OVERVIEW • Paper: Mohawk Loop Inxwell Super Smooth Eco White 70t • Ink: Vegetable based Ink One Johnson & Johnson Plaza, New Brunswick, NJ 08933 USA • 2C Offset COLOR J&J red: PMS 185C* Ink densities: 1.51 (logo, front), 1.42 (solid red, back) *On uncoated paper, use the custom ink formula below: Coatable warm red: 0.522 parts; Coatable yellow: 0.249 parts; One Johnson & Johnson Plaza, New Brunswick, NJ 08933 USA T: +0 000 000 0000 F: +0 000 000 0000 www.jnj.com Coatable rubine red: 0.228 parts; Total amount: 0.999 parts J&J dark gray: PMS Cool Gray 11 JOHNSON & JOHNSON CORPORATE FUNCTION OR INITIATIVE Ink density: 0.75 (type, front) Employees of Johnson & Johnson Services, Inc., Johnson & Johnson Finance, Inc., Johnson & Johnson International, Inc., or part of a TYPOGRAPHY: LETTERHEAD & ENVELOPE corporate function but employed by a different operating company. ® • Akzidenz-Grotesk Pro • Contact info: 8pt / 9. 77pt (LH), 7pt / 8.55pt (Env) • Abbreviations with consecutive caps (ie, NY): FUNCTION OR INITIATIVE NAME 7.5pt / 9.77pt (LH), 6.5 / 8.55pt (Env) PHONE NUMBERS All phone numbers should include country code. T: +1 212 462 7017 (USA) T: +49 (0)30 44 031629 (DE) T: +420 222 514 387 (CZ) FUNCTION OR INITIATIVE NAME Operating Company Full Legal Name 12345 Anystreet Drive, Anytown, ST 00000 USA T: +81 (0)3 5489 5111 (JP) Secondary Address Line if Necessary ® PMS is a registered trademark of Pantone, LLC. Operating Company Full Legal Name 12345 Anystreet Drive, Suite 000, Anytown, ST 00000 USA T: +0 000 000 0000 F: +0 000 000 0000 www.jnj.com

48 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 49 Applications Business JOHNSON & JOHNSON IN OPERATING COMPANY’S NAME —SINGLE-LANGUAGE Stationery OPCO FULL LEGAL NAME / DIVISION NAME Email Signatures DIVISION OF [OPCO FULL LEGAL NAME] (IF REQUIRED) Signage OPCO FULL LEGAL NAME / DIVISION NAME DIVISION OF [OPCO FULL LEGAL NAME] (IF REQUIRED) 12345 Anystreet Drive, Anytown, ST 00000 USA Secondary Address Line if Necessary 12345 Anystreet Drive, Suite 000, Anytown, ST 00000 USA T: +0 000 000 0000 F: +0 000 000 0000 www.companywebsite.com JOHNSON & JOHNSON IN OPERATING COMPANY’S NAME —DUAL-LANGUAGE OPCO / DIVISION NAME IN LOCAL LANGUAGE DIVISION OF [OPERATING COMPANY] (IF REQUIRED) IN LOCAL LANGUAGE OPCO / DIVISION NAME IN LOCAL LANGUAGE DIVISION OF [OPERATING COMPANY] (IF REQUIRED) IN LOCAL LANGUAGE 12345 Anystreet Drive, Anytown, ST 00000 USA Secondary Address Line if Necessary 12345 Anystreet Drive, Suite 000, Anytown, ST 00000 USA T: +0 000 000 0000 F: +0 000 000 0000 www.companywebsite.com

50 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 51 Applications Business Stationery Email is used on a daily basis to communicate with our colleagues JOHNSON & JOHNSON IN OPERATING COMPANY’S NAME and partners. Our email signature functions as our digital business Email card and contains the same information as our business cards. -- First name Last name Signatures Employee Title, Subgroup / Department Name EMAIL SIGNATURES Signage It must include appropriate contact details, the correct Corporate OPCO Full Legal Name / Division Name Signature and full legal operating company name in plain text. Division of [OPCO Full Legal Name] The Johnson & Johnson logo can be used in email signatures either 12345 Anystreet Drive as a company logo or company logo identifier. Anytown, ST 00000 USA T: +0 000 000 0000 M: +0 000 000 0000 JOHNSON & JOHNSON (CORPORATE PARENT) email@emaildomain.com Senior level management and others where approved. http://www.companywebsite.com -- OPERATING COMPANY WITH DESCRIPTOR: First name Last name A JOHNSON & JOHNSON COMPANY Employee Title Johnson & Johnson -- First name Last name One Johnson & Johnson Plaza Employee Title, Subgroup / Department Name New Brunswick, NJ 08933 USA T: +0 000 000 0000 OPCO Full Legal Name / Division Name M: +0 000 000 0000 Division of [OPCO Full Legal Name] email@emaildomain.com a Johnson & Johnson company http://www.jnj.com 12345 Anystreet Drive Anytown, ST 00000 USA JOHNSON & JOHNSON CORPORATE FUNCTION OR INITIATIVE T: +0 000 000 0000 Employees of Johnson & Johnson Services, Inc., Johnson & Johnson M: +0 000 000 0000 Finance, Inc., Johnson & Johnson International, Inc., or part of a email@emaildomain.com corporate function but employed by a different operating company. http://www.companywebsite.com -- THIRD-PARTY CONTRACTOR First name Last name Replace the First Name Last Name and Employee Title portion Employee Title, Subgroup / Department Name of the appropriate email signature format with the following: Johnson & Johnson Function or Initiative Name -- First name Last name Operating Company’s Full Legal Name Employee Title, Third Party Company Name 12345 Anystreet Drive providing services for: Anytown, ST 00000 USA T: +0 000 000 0000 M: +0 000 000 0000 email@emaildomain.com http://www.jnj.com

Logo Monument 52 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 53 Applications Business Stationery The signs we use to identify our facilities, for wayfinding, or to EXTERIOR SIGNAGE Email Signatures communicate our message, must carry the attributes of our Corporate For more information about facility signage, please contact the Global Signage Identity System. Signs, whether permanent monuments or temporary Strategic Design Office at CorporateDesignStandards@its.jnj.com. banners, must be sophisticated, clean, bold, and yet timeless. 10'-0" SIGNAGE MATERIALS Sustainable materials must be used whenever possible when considering both permanent and temporary signage. Signs and interior Shipping & Receiving design elements should use sustainable, natural and non-toxic materials, recycled metals, bio-based vinyl alternatives, non-toxic 1551 paints and finishes, FSC-Certified wood and boards, and other River Road renewable resources. LARGE MONUMENT SIGN MEDIUM MONUMENT SIGN SMALL MONUMENT SIGN RECEPTION AT JOHNSON & JOHNSON DUBAI ZUG SWITZERLAND EXTERIOR SIGNAGE B Monument Signs Scale: 1/4" = 1'-0"

54 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 55 Graphic Style Our Graphic Each communication we share with our colleagues, shareholders, customers, and consumers, yields both an opportunity and a Style responsibility to strengthen the equity of Johnson & Johnson and to express the values behind our name. The Corporate Identity System is for all Johnson & Johnson corporate communication. It includes our Corporate Signature, imagery, typography, color, tone of voice and supporting graphics. These elements are designed to complement one another and be combined in different ways. Using the elements of our Corporate Identity System correctly, enables us to communicate in a consistent way. This section outlines the core elements of our Identity System. Please become familiar with the entire Identity System before beginning any design layout or communication piece. Proper execution of these standards and tools will ensure the consistent and accurate representation of our Corporate Identity through all communications and interactions within our company and the community. COMMON EXPRESSIONS OF THE CORPORATE IDENTITY SYSTEM: • Corporate Publications • Recruiting Materials • Websites • Internal-facing Communications • Business Stationery • Signage • Presentations • Our Credo

56 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 57 Graphic Style Our Graphic Style EMOTIONAL OBJECTIVES PORTRAIT / LIFESTYLE Photography Johnson & Johnson core equity is expressed though the emotional bond between a mother and her baby – unconditional love and impulse Color Palette to care. To effectively express this core equity, our lifestyle photography Typography should provide an authentic and intimate portrayal of moments of Supporting Graphics caring. Websites Presentations Authenticity Our Credo • Photos should be shot with natural lighting and straight-forward camera angles. Photos should appear to have been shot with natural lighting and straight-forward camera angles (avoiding exaggerated perspectives or distorted views). • Subjects should not appear to be self aware or posing for the camera. They should instead be engaged with another person or in the task at hand. • Subjects should not be overly retouched or styled. • Whenever possible, we should depict real people and use those images to tell their real stories – not reused for multiple communication goals. Intimacy • Photos should convey closeness, engaging the viewer in moments of care (avoiding scenes photographed from a distance). • Crisper focus on the focal point – a gesture or expression of care – with softer focus on the rest of the image. • Most often, shots should depict an interaction such as a touch or embrace between more than one person. If only one person is depicted, he or she should be thoughtfully engaged in an activity that contributes to the care of another person. CONTENT OBJECTIVES Our company and our products touch millions of people each day, and it’s important that our photography represents the diversity of those stakeholders: Diversity Considerations • Age • Gender • Ethnicity • Location • Economic Situation • Sexual Orientation • Family Structure • Religious Affiliation • Body Type

58 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 59 Graphic Style Our Graphic Style INNOVATION PRODUCT Photography Whether discussing chemical formulations, cutting-edge techniques, Products should be shot straight-on, on a white background with a or mechanical features, cropped detail photos create an abstract reflective surface – using uniform diffused lighting to avoid any harsh Color Palette expression of innovation and new points of view. shadows or reflections. Typography Supporting Graphics Websites Presentations Our Credo FACILITIES Facilities around the globe should be shot with natural lighting, and attention to the architectural details and unique features that make each location recognizable.

60 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 61 Graphic Style Our Graphic Style Our colors are simple, yet recognizable. Our primary color palette Photography consists of Johnson & Johnson red, gray and white. There is also a Color Palette secondary and tertiary palette to provide color variety where needed. PRIMARY Typography COLOR VALUES Supporting Graphics Because color appearance varies across different types of media, a Websites set of standardized color values has been developed to enable visual Presentations consistency in all communications. The following color values have Our Credo been developed for print applications as well as on-screen viewing. SECONDARY PRINT APPLICATIONS Some inconsistency is inevitable when colors are reproduced using TERTIARY different inks, processes, printers, and media. It is important to visually match colors for every print initiative to ensure that the resulting colors match our approved color palette. The effectiveness of these colors depends upon the consistency of their reproduction, which requires a high degree of quality in color matching. COLOR NAME SPOT COLOR CMYK RGB HEX# J&J white N/A N/A 255/255/255 FFFFFF ® 185C 0/100/100/0 243/6/23 F30617 Printing color densities have been established to maintain consistent J&J red Pantone color on print materials: J&J red (web) N/A 5/100/71/22 180/22/1 B41601 ® Cool Gray 8C 0/0/0/50 130/130/130 828282 J&J gray Pantone J&J red: PMS 185C* Ink densities: 1.51 (logo), 1.42 (solid red) ® *On uncoated paper, use the custom ink formula below: J&J blue Pantone 306C 75/0/0/0 18/194/233 12C2E9 ® 7468C 100/0/0/30 10/140/170 0A8CAA Coatable warm red: 0.522 parts; Coatable yellow: 0.249 parts; J&J dark blue Pantone ® Cool Gray 3C 0/0/0/15 229/229/229 E5E5E5 Coatable rubine red: 0.228 parts; Total amount: 0.999 parts J&J light gray Pantone ® Cool Gray 11C 0/0/0/75 100/100/100 646464 J&J dark gray Pantone ® Process Black 0/0/0/100 0/0/0 000000 J&J dark gray: PMS Cool Gray 11 J&J black Pantone Ink density: 0.75 (type) ® ON-SCREEN APPLICATIONS J&J tan Pantone 465C 20/30/60/0 188/159/109 BC9F6D ® 5555C 30/0/35/40 115/140/90 738C5A Likewise, different computer screens, projectors, and other electronic J&J green Pantone ® 7531C 0/10/30/50 125/110/60 7D6E3C media will also yield varied color results. Use the RGB or HEX# values J&J brown Pantone ® 5483C 60/0/20/30 63/150/158 3F969E listed to ensure the greatest consistency. J&J teal Pantone ® 5205C 55/65/40/0 133/100/102 856466 J&J purple Pantone ® 583C 15/0/92/10 204/207/50 CCCF32 OFFICE APPLICATIONS J&J light green Pantone ® 5503C 30/0/10/15 152/195/200 98C3C8 Applications intended to be printed on individual desktop or laser J&J light teal Pantone ® 5215C 30/35/25/0 185/160/170 B9A0AA printers will also vary by machine. Use the CMYK values listed to J&J light purple Pantone ® 7527C 0/2/8/7 236/229/213 ECE5D5 ensure the greatest consistency. J&J light beige Pantone ® PANTONE® is a registered trademark of Pantone, LLC. PMS is a registered trademark of Pantone, LLC.

62 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 63 Graphic Style Our Graphic Style Our typographic style is clean, straightforward, and sophisticated, ALTERNATE FONTS FOR ONLINE AND OFFICE APPLICATIONS Photography expressing authenticity and trust. Our two corporate fonts are Because only a select number of fonts are universally available Color Palette timeless, and the degrees of their combination provide flexibility on most computers, electronic applications that do not allow for Typography for different applications. embedding custom fonts should not use our primary corporate fonts. Supporting Graphics OUR CORPORATE FONTS To ensure consistency when files are distributed across workstations Websites ® Presentations Our corporate fonts, Freight Text Pro™ (serif) and Akzidenz-Grotesk and platforms, two alternate fonts have been developed that have Our Credo Pro (sans-serif), are preferred for all print and digital applications in similar characteristics to our preferred corporate fonts. The fonts which fonts can be embedded. below are the approved alternate corporate fonts for all Johnson & Johnson applications for which our preferred fonts are unavailable. Both typefaces are straightforward and timeless, yet have a distinct, sophisticated character that conveys authenticity. They may be used When creating electronic communications such as websites, email, ® ® individually or together as appropriate. They are available in a broad or Microsoft Office presentations and documents, please use range of weights and cuts yielding a great deal of flexibility to Georgia in place of the preferred serif font, and Arial instead of the accommodate any communication. Variation in size, color, and weight preferred sans-serif font. may be used to create visual hierarchy and strengthen legibility. ALTERNATE (SCREEN FONTS) PREFERRED Georgia Freight Text Pro™ ABCDEFGHIJKLMNOPQRSTUV ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstuvwxyz WXYZabcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()_+{}|:”<>? 123456789!@#$%^&*()_+{}|:”<>? Arial ® Akzidenz-Grotesk Pro ABCDEFGHIJKLMNOPQRSTUV ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstuvwxyz WXYZabcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()_+{}|:”<>? 123456789!@#$%^&*()_+{}|:”<>?

64 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 65 Graphic Style Our Graphic Style ALTERNATE FONTS FOR NON-ROMAN CHARACTERS KHMER - CAMBODIA Photography To maintain consistency, alternate fonts have been selected for Khek Angovali Khek Angovali Color Palette languages with non-roman alphabets. Typography ARABIC - SAUDI ARABIA Supporting Graphics WinSoft Pro (M) Nadeem (R) Websites KOREAN - KOREA Presentations HYMyeonglo (B) HYGoThic (M) Our Credo CHINESE (SIMPLIFIED) - CHINA FZXiaoBiaoSong-B055 SimHei (R) MARATHI - INDIA Mangal Mangal CHINESE (TRADITIONAL) - TAIWAN MSung (M) / FZXiaoBiaoSong-B055 MHei (M) THAI - THAILAND Angsana New (R) TF Lanna (R) HEBREW - ISRAEL Raanana (R) Arial Heb (R) URDU - PAKISTAN Geeza Pro Geeza Pro HINDI - INDIA Kruti Dev 021 Kruti Dev 010 JAPANESE - JAPAN Kozuka Mincho Pro (B) Kozuka Gothic Pro (R)

66 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 67 Graphic Style Our Graphic Style USING SCALE AND COLOR USING SCALE AND COLOR Photography ® ® Example 1: Freight Text Pro™ and Akzidenz-Grotesk Pro Example 2: Akzidenz-Grotesk Pro Color Palette Title text appears Typography Title text appears in Supporting Graphics ™ Websites in Freight Text Pro ® Presentations Akzidenz-Grotesk Our Credo Book(30/35 pt.) Pro Light (30/40 pt.) Introductory body copy can appear in a larger ® size using Akzidenz-Grotesk Pro Regular Subtitle information appears ( 15/20 pt). Larger introductory copy should be ® limited to five to seven lines. in Akzidenz-Grotesk Pro Bold (20/25 pt.) Larger introductory SUBTITLE APPEARS IN AKZIDENZ-GROTESK® PRO copy should be limited to five BOLD (10/10 pt.) to seven lines. ® Body copy is Akzidenz-Grotesk Pro Regular (10/14.25 pt.) in black style with paragraphs separated by one return and without ® indentation. Copy continues with paragraphs separated by one return. Body copy is Akzidenz-Grotesk Pro Regular (10/14.25 pt.) in gray style using color for emphasis of key point. The copy continues with ® paragraphs separated by one return. Body copy is Akzidenz-Grotesk Pro Regular (10/14.25 pt.) in black style with paragraphs separated by one return and without ® indentation. Copy continues with paragraphs separated by one return. Body copy is Akzidenz-Grotesk Pro Regular (10/14.25 pt.) in gray style using color for emphasis of key point. The copy continues with paragraphs separated by one return.

68 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 69 Graphic Style Our Graphic Style Our graphic style is straightforward, clean, and rich in authentic, When creating the transparency graphic, the resulting color must be Photography warm photography. These are our core design principles, and we manipulated so it appears to be Johnson & Johnson red as closely Color Palette must avoid diluting them by adding unnecessary decorative elements as possible. There are no specific instructions on how to create a Typography and graphics. transparency, because each image may require a different degree Supporting of opacity, and perhaps some color adjustment to the underlying TRANSPARENCY image. Effects such as Normal, Darken, or Multiply vary between ® ® ® ® Graphics Transparency is a meaningful way in which we can enrich our software programs such as Adobe Illustrator , Adobe InDesign , ® ® communications without distracting or conflicting graphics. It Adobe Photoshop . Websites symbolizes the connection Johnson & Johnson has to the lives of the Presentations people we serve, as well as our collaborations and partnerships. When using type on the transparent color, white type is preferred. Our Credo In certain situations, colored text may be used. The highlighted A color may be placed over a photograph using a transparency effect blue text on our website (http://www.jnj.com) is an example of (print and digital applications). Transparent materials may also be used acceptable colored type over the transparency graphic—it is limited to emulate this effect in other applications, such as signage. in use and legible. The preferred transparency color is Johnson & Johnson red. A transparency color effect may only be used over a photograph, never over typography or the Corporate Signature.

70 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 71 Graphic Style Our Graphic Style WEBSITES INTRANET SITES Photography Our corporate website is a powerful way to engage our consumers, Internal-facing sites must follow the design standards including Color Palette typography, and color palette. Photography and secondary graphics Typography customers, and colleagues alike by sharing our stories about the Supporting Graphics people whose lives we touch around the world. It is one of the few should be determined based on the content and function of the site. consumer-facing expressions of the breadth of our reach as a family Websites of companies. CONSUMER SECTOR INTRANET Presentations Our Credo Any external-facing website designated jnj.com, with a local country designator (e.g, jnj.co.uk), or other variations (e.g, Johnsonandjohnson. com, j-n-j.com, etc...) must be coordinated with Corporate Communication to ensure global consistency. HTTP://WWW.JNJ.COM COLOR NAME SPOT COLOR CMYK RGB HEX# J&J red (web)* N/A 5/100/71/22 180/22/1 B41601 ® No values have been provided for Pantone Matching System or CMYK, as this exception is for RGB applications only. *The default RGB values of Johnson & Johnson red create too much contrast when used as transparency overlay in digital applications, so a darker red (RGB =180/22/1) has been selected for this purpose only. ® is a registered trademark of Pantone, LLC. Pantone

72 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 73 Graphic Style Our Graphic Style Our presentations integrate our core design principles of straight- Photography may also be used as part of a slide, and must be sized Photography forward communication, sophistication, and richness of imagery to and cropped to the slide grid included in the template. Color Palette create a versatile template that enables the consistent presentation Typography of a wide range of topics. Supporting Graphics Websites PRESENTATIONS: SLIDEPULL Presentations Slides to accommodate most Johnson & Johnson topics are available Our Credo for download on SlidePull (http://slidepull.jnj.com). These slides have been approved by Corporate Communications to represent their corresponding topics. Please use the SlidePull Tool to create any new presentations and to access content unavailable as an existing slide. Our presentations use the corporate colors, typography (e.g, screen fonts), and photography. A simple fade effect is the preferred build between slides and for all elements within slides. Animations and builds should be minimized, and the Corporate Signature should not be animated. The footer should use the approved Corporate Signature. Always make sure you are permitted to use the Corporate Signature before including it in your presentation template. Charts should be kept as simple as possible, and created using our PHOTOGRAPHY digital typeface, Arial, and secondary and tertiary color palettes. Images from our Corporate Image Library may be used as full-screen or slide backgrounds as shown below. The images may smoothly fade to white towards the top-left corner to accommodate text legibility. The red band at the bottom must be built as part of the full-screen image.

74 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 75 Graphic Style Our Graphic Style The values that guide our decision-making are spelled out in Our OUR CREDO: LAYOUT Photography Credo. Put simply, Our Credo challenges us to put the needs and Color Palette well-being of the people we serve first. Typography Supporting Graphics Robert Wood Johnson, chairman from 1932 to 1963 and a member Our Credo Websites of the Company’s founding family, crafted Our Credo himself in 1943, Presentations We believe our first responsibility is to the doctors, nurses and patients, just before Johnson & Johnson became a publicly traded company. to mothers and fathers and all others who use our products and Our Credo This was long before anyone ever heard the term “corporate social services. In meeting their needs everything we do must be of high quality. We must constantly strive to reduce our costs in order to maintain responsibility.” Our Credo is more than just a moral compass. We reasonable prices. Customers’ orders must be serviced promptly and believe it is a recipe for successful business. The fact that Johnson accurately. Our suppliers and distributors must have an opportunity to make a fair profit. & Johnson is one of only a handful of companies that have flourished through more than a century of change is proof of that. We are responsible to our employees, the men and women who work with us throughout the world. Everyone must be considered as an individual. We must respect their dignity and recognize their merit. In the course of our daily business, the Credo is always the They must have a sense of security in their jobs. Compensation must be fair and adequate, and working conditions clean, orderly and safe. under pinning of our actions. We must be mindful of ways to help our employees fulfill their family responsibilities. Employees must feel free to make suggestions and complaints. There must be equal opportunity for employment, While Johnson & Johnson operates according to the principles in development and advancement for those qualified. We must provide Our Credo, it should not be used for any external promotional purpose. competent management, and their actions must be just and ethical. For example, Our Credo, or any portion of it, should never appear in We are responsible to the communities in which we live and work and advertising or marketing materials (print or digital media). to the world community as well. We must be good citizens — support good works and charities and bear our fair share of taxes. We must encourage civic improvements and better health and education. We must maintain in good order the property we are privileged to use, OUR CREDO protecting the environment and natural resources. Our Credo should be displayed in the entryway of all of our facilities, Our final responsibility is to our stockholders. Business must make and smaller versions should be included in conference rooms. a sound profit. We must experiment with new ideas. Research must be carried on, innovative programs developed and mistakes paid for. New equipment must be purchased, new facilities provided and new products launched. Reserves must be created to provide for adverse times. When we operate according to these principles, the stockholders should realize a fair return.

JOHNSON & JOHNSON CORPORATE SIGNATURE POLICY VERSION 2.1 Corporate Signature Policy

1 Policy The Johnson & Johnson Corporate Signature is a “trust mark” among consumers and other stakeholders. The company’s trust stems from its special connection with consumers created by Overview ® JOHNSON’S Baby, supported by a long-standing commitment to mothers, children and families, and reinforced by responsible and trustworthy business actions. The Corporate Signature Policy guides use of the Johnson & Johnson trust mark. The essence of the policy allows broad use among multiple non-consumer stakeholders by all businesses including Pharmaceutical, Medical Device and Consumer companies. Non-consumer stakeholders are broadly defined as medical professionals, policy makers, hospitals, payers, retailers, etc. Use of the Corporate Signature must be consistent with the appropriate legal entity for our businesses (i.e. Janssen, the Pharmaceutical Companies of Johnson & Johnson). The Corporate Signature is only carefully guarded in broad-scale consumer communication to the general public, with the intent of maintaining the consumer differentiation afforded by our historic global brand equity. This mostly includes consumer packaging, advertising, broad-based digital campaigns and other campaigns targeted to the general public. Specifically, Medical Device, Pharmaceutical and (over-the-counter consumer brands) may not directly use the Johnson & Johnson signature in direct-to-consumer communication. This is the only limitation on use of the Johnson & Johnson Corporate Signature by operating units. Social responsibility and business initiatives reflective of the Johnson & Johnson external agenda use the Corporate Signature. As use is broadened, there is an increasing need to ensure consistent global representation of the Johnson & Johnson brand equity. When communication involves the Corporate Signature, close coordination with the Corporate Signature team is required to ensure a unified global brand image.

2 JOHNSON & JOHNSON CORPORATE SIGNATURE POLICY VERSION 2.1 3 Corporate Signature Policy Policy SPECIFIC REVISIONS TO THE CORPORATE SIGNATURE POLICY Reflecting a changing communications landscape, business needs and Implementation evolving consumer perceptions of Johnson & Johnson, following are clarifications to the 2011 Corporate Signature Policy. • Use of the Johnson & Johnson Corporate Signature is expanded to most consumer brands in addition to the traditional equity ® ® brands of JOHNSON’S Baby and BANDAID Brand. This includes product categories such as all baby care brands, skin/hair care, wound care, topical health and oral health. • Johnson & Johnson can be used when multiple brands are bundled together, such as Healthy Essentials by Johnson & Johnson Family of Consumer Companies. Communication should be reflective of the company’s global brand equity. • Social responsibility and business initiatives reflective of the broader Johnson & Johnson external agenda use the Corporate Signature. Specifically, global public health initiatives designated at the enterprise level use the Corporate Signature. Other enterprise- level initiatives can also utilize Johnson & Johnson. • Emerging markets identified as “one” Johnson & Johnson use the Corporate Signature consistent with graphic standards for appropriate use of the Johnson & Johnson logo, including direct to consumer communication. • Initiatives targeted to specific patient populations, (i.e. orthopedic, diabetes) may only use the Corporate Signature if the initiative is endorsed by the Management Committee