Novo Nordisk adopts Novo in corporate rebrand

• Novo Nordisk (NYSE:NVO) will use “Novo” in day-to-day communications while retaining Novo Nordisk A/S as its legal name.
• The rebrand introduces the tagline “Lasting Health Starts Now” and an updated version of the company’s Apis bull logo.
• Novo also introduced “The Novo Way,” built around four principles intended to guide its culture and operations.

Novo Nordisk (NYSE:NVO) launched a corporate rebrand that will see the company use the shorter “Novo” name in day-to-day communications while retaining Novo Nordisk A/S as its legal name.

The updated identity introduces the tagline “Lasting Health Starts Now” and refreshes the company’s heritage Apis bull logo for use across medicines, partnerships, and marketing.

Novo said the rebrand is intended to create a more recognisable and relevant identity as the company operates across an increasingly consumer-focused healthcare market.

The company also introduced “The Novo Way,” a cultural framework based on four principles: Customer Obsession, Competitiveness, Clarity, and Care & Integrity.

Novo said the new cultural framework is intended to guide employee behaviours and working practices as the company seeks to operate with greater speed and customer focus.

The rebrand changes Novo Nordisk’s everyday corporate identity rather than its legal corporate structure, with Novo Nordisk A/S remaining the company’s registered legal name.