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.