Novo Nordisk has unveiled a major rebrand as it begins what the company describes as its next chapter, introducing the single name “Novo” and a new brand platform built around the message “Lasting Health Starts Now.”
While Novo Nordisk A/S will remain the company’s legal global name, “Novo” will be used as the company’s everyday name. The rebrand is designed to create a more consistent and recognisable identity as the healthcare company expands its reach and looks to connect more closely with patients, consumers, partners and other stakeholders.
The updated visual identity retains the company’s well-known Apis bull logo, which is linked to Novo’s heritage, while giving it a more modern look.
Mike Doustdar, president and CEO of Novo, said the company’s focus on people and science remains unchanged. He noted that Novo has helped transform areas such as diabetes and obesity treatment, but significant unmet healthcare needs remain.
According to the company, the new “Lasting Health Starts Now” platform reflects the idea that better health should begin today rather than at some point in the future. The company wants its brand to better reflect how people increasingly expect healthcare to be more accessible, relevant and easier to integrate into everyday life.
Alongside the rebrand, Novo has introduced a new corporate culture framework called “The Novo Way.” The framework is intended to guide how employees work and help the company operate with greater focus, speed and impact in a more competitive healthcare market.
“The Novo Way” is based on four principles: customer obsession, competitiveness, clarity, and care and integrity. The company said these principles build on its long-standing focus on scientific innovation, expertise, patient care and patient safety.
Customer obsession places patients and consumers at the centre of innovation, while competitiveness focuses on improving performance and creating greater value for stakeholders. Clarity is intended to support faster decision-making through clear priorities and simpler ways of working. Care and integrity reinforce respect for employees, ethical conduct and patient safety.
Tania Sabroe, executive vice president of People, Organisation & Corporate Affairs at Novo, said the company sees brand and culture as closely connected. She added that the new approach is intended to help Novo move faster while strengthening how the company is perceived across medicines, partnerships, marketing and stakeholder engagement.
The rebrand comes as Novo prepares to outline its updated corporate strategy. The company is expected to provide more details at its Capital Markets Day in London on September 21.
Novo said the changes are ultimately aimed at supporting its ambition to improve health for more people while maintaining its focus on changing patients’ lives.