Novo Nordisk adopts ‘Novo’ brand name and new corporate culture

Novo Nordisk has announced a global rebranding initiative, transitioning to use the shortened name ‘Novo’ for daily operations while maintaining ‘Novo Nordisk A/S’ as its official legal name. The company introduced a new brand identity centered on the slogan ‘Lasting Health Starts Now’ and a redesigned version of its historical Apis Bull logo.

Alongside the visual changes, the pharmaceutical company is implementing a cultural and operational update known as ‘The Novo Way’. This framework is built on four core principles: customer centricity, enhancing competitiveness, clarity in workflows, and maintaining integrity and care.

CEO Mike Doustdar stated that the changes are intended to make the company more responsive and relevant to evolving healthcare needs and societal expectations. Executive Vice President Tania Sabroe noted that the new cultural foundation aims to help the organization operate with greater focus and agility.