Novo Nordisk has launched a global rebrand that will see the healthcare company increasingly use Novo as its day-to-day name while retaining Novo Nordisk A/S as its legal global corporate name.
The rebranding is centered on a new brand platform called “Lasting Health Starts Now.”
Novo said the positioning reflects the idea that lasting health is built through progress people can experience in their daily lives rather than being treated solely as a long-term objective.
The company plans to use the refreshed brand to create a more consistent and recognizable identity across its relationships with patients, healthcare professionals, partners and other stakeholders worldwide.
The change comes as Novo enters what it describes as the next chapter of a healthcare business that has operated for more than a century.
The company highlighted its history of bringing insulin to people with diabetes, developing the first peptide medicine delivered in a pill, pioneering GLP-1 medicines and helping reshape obesity treatment.
Novo said changes in technology, healthcare delivery and how consumers engage with their health require healthcare companies to become more responsive and relevant to people’s everyday lives.
Its rebrand and updated culture are intended to support that shift.
The visual identity is also being updated.
Novo’s Apis bull logo, which has been part of the company’s brand since the 1920s, has been redesigned with a more contemporary appearance while retaining the company’s historical connection to the symbol.
The company has also introduced updated colors and typography.
A brighter color known as “Lasting Blue” will serve as the primary brand color, complemented by “Now Turquoise.”
Novo has also introduced a new typeface called Novo.
The brand changes are being accompanied by an updated cultural framework called “The Novo Way.”
The principles build on characteristics the company says have shaped it for more than a century, including scientific innovation, deep expertise, care for people and patient safety.
The Novo Way also outlines behaviors intended to help the company operate in a faster, more competitive and increasingly consumer-oriented healthcare environment.
Novo said its brand and corporate culture are intended to work together, with culture determining how employees work and the brand shaping how the company is perceived externally.
The company sees both initiatives as supporting its broader ambition to improve health for significantly more people.
