Johnson & Johnson new logo because people can't read

[disneysteve]

I heard that Johnson & Johnson is changing their logo. This is actually big news as they have had essentially the same logo since 1887, one of the oldest corporate logos in American history.


Why are they changing it now? Focus groups have found that younger people can no longer read cursive writing. It's no longer taught in schools for the most part. While younger consumers recognize the logo, they can't actually read it. The new logo is print, not cursive lettering (which was based on one of the founders' signatures).

 

[Teacher Terry]

That’s really a sad commentary on our educational system.

 

[Spock]

Can't read cursive is todays version of yesterdays inability to do fractions:

 

[TrvlBug]

Can't read cursive is todays version of yesterdays inability to do fractions:

Yesterday's ? I stopped getting sliced deli meat at my local Safeway because they can't comprehend what I want when I ask for 1/3 or 1/4 pound of sliced roast beef. I've resorted to asking for .33 of a pound, but no go. They look at me like a deer in headlights when I tell them no, I didn't want a pound, but a third of a pound. Made an exception the other day and she had to ask a co-worker what I wanted .

 

[Walt34]

Yesterday's ? I stopped getting sliced deli meat at my local Safeway because they can't comprehend what I want when I ask for 1/3 or 1/4 pound of sliced roast beef. I've resorted to asking for .33 of a pound, but no go. They look at me like a deer in headlights when I tell them no, I didn't want a pound, but a third of a pound. Made an exception the other day and she had to ask a co-worker what I wanted .

And then if you ask "Who dresses you in the morning?" they don't know they've been insulted.

 

[disneysteve]

That’s really a sad commentary on our educational system.

Is it though? What real purpose does cursive serve? The vast majority of communication today is electronic. Email, text, messenger. Or printed out. There’s nothing you actually need cursive for that you can’t do just as well with printing. Maybe spending hours and hours teaching kids cursive isn’t the best use of school time.

 

[Aerides]

Eh sounds like an excuse.

They can't really say "because our old logo looks old, and young people aren't buying our products much, so we need to revamp our image" - just blame cursive.

 

[Teacher Terry]

Is it though? What real purpose does cursive serve? The vast majority of communication today is electronic. Email, text, messenger. Or printed out. There’s nothing you actually need cursive for that you can’t do just as well with printing. Maybe spending hours and hours teaching kids cursive isn’t the best use of school time.

It’s much faster to write in cursive than to print. But you do have a point that most written communication is typed out.

 

[MissMolly]

My 9-year old granddaughter is taught cursive at her school.

 

[badatmath]

Yesterday's ? I stopped getting sliced deli meat at my local Safeway because they can't comprehend what I want when I ask for 1/3 or 1/4 pound of sliced roast beef. I've resorted to asking for .33 of a pound, but no go. They look at me like a deer in headlights when I tell them no, I didn't want a pound, but a third of a pound. Made an exception the other day and she had to ask a co-worker what I wanted .

OMG. I stopped getting meat from the deli counter when cat died so I had no idea. I did confuse them by not caring how thick to slice it as kitty was not fussy and I never remembered what I was supposed to pick. (He liked the most expensive turkey they had for treats). 1/4 lb at a time.

 

[Katsmeow]

That’s really a sad commentary on our educational system.

I don't think cursive serves much purpose any more. One of my kids is dysgraphic and had accommodations throughout school for it. From the age of 8 on she was allowed to do all work on computer and did all testing in a room that had a computer. To this day, her handwriting does not look all that good. She prints faster than she writes in cursive. But, more importantly, her typing skills on computer are really, really good. Not being able to write well in cursive hasn't harmed her. (She can read cursive).

 

[Birdie Num Nums]

Many old-time classic logos are in cursive, including Coca-Cola, Ford and Marshall guitar amps -- just off the top of my head. Others?

 

[38Chevy454]

How do young people that don't know cursive do their signature? I realize many signatures take allowance from strict cursive writing, and are not really legible, but they are based on cursive.

 

[MichaelB]

I’m skeptical the logo was changed because children can’t read cursive. Children aren’t really their customers, the parents are. The old logo was old fashioned and dated, and new logo has a “text feel” which is more modern, but not really creative.

Teaching cursive has become a big issue of late, and I think it’s overblown. That probably is because, even though I’m an early boomer I always struggled with cursive and am far more comfortable with a keyboard.

 

[CaptTom]

I couldn't care less about their logo. If they have a good product for a fair price, I'll buy.

I am also not a fan of cursive. I was never good at writing it, and everyone's individual style was so different that I found most of them hard to read. I'm glad it's not used much any more.

How much hand writing do most people do these days, anyway? And when you do, are you in such a hurry that you can't print it out clearly, so the reader doesn't have to struggle?

 

[Chuckanut]

Is it though? What real purpose does cursive serve? The vast majority of communication today is electronic. Email, text, messenger. Or printed out. There’s nothing you actually need cursive for that you can’t do just as well with printing. Maybe spending hours and hours teaching kids cursive isn’t the best use of school time.

In the next war we who can read and write cursive will the equivalent of the Navajo Code Talkers in WW2. Get ready to see grandpa drafted.

 

[CardsFan]

How do young people that don't know cursive do their signature? I realize many signatures take allowance from strict cursive writing, and are not really legible, but they are based on cursive.

Well, when signing a document on a pad, which is most common anymore, they really don't give a r@t's @ss what it looks like. A straight line is fine. Signatures, as a personal documentation of your existence, have gone away. If the chip in the card works, that's fine. There might as well just be a "next" button.

I'm not saying I am happy about this, but that is where we are.

 

[TheWizard]

Yesterday's ? I stopped getting sliced deli meat at my local Safeway because they can't comprehend what I want when I ask for 1/3 or 1/4 pound of sliced roast beef. I've resorted to asking for .33 of a pound, but no go. They look at me like a deer in headlights when I tell them no, I didn't want a pound, but a third of a pound. Made an exception the other day and she had to ask a co-worker what I wanted .

I have to say I don't really believe that.
I suppose you could ask for .15 kilo but it depends on what country you're in...

 

[Texas Proud]

Yesterday's ? I stopped getting sliced deli meat at my local Safeway because they can't comprehend what I want when I ask for 1/3 or 1/4 pound of sliced roast beef. I've resorted to asking for .33 of a pound, but no go. They look at me like a deer in headlights when I tell them no, I didn't want a pound, but a third of a pound. Made an exception the other day and she had to ask a co-worker what I wanted .

My store has older workers in the deli so I do not have this problem.... but what I would say is give me 4 slices (or whatever you think you need)...


I hope they can count to 4....

 

[Texas Proud]

It’s much faster to write in cursive than to print. But you do have a point that most written communication is typed out.

Not for me... I can print much faster than cursive... and more legible...


I used to write beautifully in cursive but did not write fast.. speed kills...

 

[Texas Proud]

Maybe they should have gone the way of Coke...

COKE is block but Coca-Cola is still cursive...

 

[disneysteve]

Most of the time I do a hybrid of printing and cursive honestly. I'm looking at some notes I have in front of me by the computer right now and most of the words are a blend of styles.


As for signing one's name, that's an increasingly rare thing to do. So much is done online and electronically that e-signatures are becoming the norm. DocuSign and other similar services have largely replaced physical signatures. And if you do need to sign something, there's no law saying it must be cursive. You can "sign" the credit card pad by printing your name.

 

[audreyh1]

Haven’t had trouble asking for 1/2 a pound at the deli counter.

My handwriting is terrible these days. I can’t even print properly.

 

[ERD50]

Eh sounds like an excuse.

They can't really say "because our old logo looks old, and young people aren't buying our products much, so we need to revamp our image" - just blame cursive.

Right. Many, many logos are just designs, no letters at all (many car companies, Apple, etc). No one needs to 'read' "Johnson & Johnson" it's just a symbol. Your eyes scan it, and you know what it represents.

-ERD50

 

[Katsmeow]

How do young people that don't know cursive do their signature? I realize many signatures take allowance from strict cursive writing, and are not really legible, but they are based on cursive.

No reason they have to be. And not many places do signature matching any more (maybe voting in some areas). So many documents are now signed online and you just say it is your signature and they use that. Checks maybe but hardly anyone writes checks. Honestly, the few times now that I have to sign something I just write a squiggle.

That said, most younger people who don't actually use cursive for anything else know how to do it for their signature in my experience although they really don't have to.