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.