Novo Nordisk unveils new ‘Novo’ brand identity and updated culture as company enters next growth phase

Novo Nordisk has kicked off what it’s calling its next chapter, unveiling a rebrand built around the tagline “Lasting Health Starts Now” and a shift to using the single name “Novo.” Alongside the rebrand, the company introduced an updated internal culture framework called “The Novo Way,” meant to help the organization operate with more focus, speed and impact. Together, the two initiatives are meant to support the company’s business goals and its stated ambition of bringing better health to a larger share of the population.

Mike Doustdar, Novo’s president and chief executive, said people have always been central to the company’s science, pointing to its track record of transforming treatment in major areas like obesity and diabetes. He said the scale of unmet medical need remains substantial even as people’s expectations of healthcare continue to shift, and argued that healthcare overall needs to become more responsive, relevant and easier to fit into daily life. He described the brand and culture changes as strategically important to how the company operates and competes, while stressing that its underlying purpose isn’t changing: he said Novo remains committed to changing people’s lives and is ambitious about helping them achieve lasting health starting immediately.

The tagline “Lasting Health Starts Now” is built around the idea that meaningful health improvements begin in the present, not at some future point, through progress people can notice day to day. The company says the rebrand is meant to give it a more distinctive and consistent way to connect with patients, partners and other stakeholders globally. Going forward, “Novo” will serve as the company’s day-to-day name, while Novo Nordisk A/S remains its formal legal name. The updated visual identity retains the Apis bull logo tied to the company’s history, while giving it what Novo describes as a more contemporary look.

Novo says the changes are intended to make the brand more memorable and better suited to how people engage with their health today, while reflecting its ambition to bring scientific advances closer to everyday life and build recognition and trust as it expands its reach.

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growth phase, Novo, Novo Nordisk