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.