Novo Nordisk rebrands to Novo with new logo and slogan

Novo Nordisk is undergoing a major rebranding, transitioning its daily marketing identity to the simplified name ‘Novo’ while maintaining ‘Novo Nordisk A/S’ as its legal global entity. The overhaul includes a new slogan, ‘Lasting health starts now’, and a refreshed visual identity featuring a modified Apis bull logo that now faces right.

CEO Mike Doustdar described the change as a way to make the company more agile and consumer-focused. The shift aims to strengthen the brand’s presence in the highly competitive obesity and diabetes markets, particularly as it competes with Eli Lilly. The company is also introducing a new cultural framework called ‘The Novo Way’, built on principles of customer obsession, competitiveness, clarity, and integrity.

This strategic pivot follows internal feedback from approximately 70,000 employees and is intended to transition the company from a traditional pharmaceutical manufacturer to a more recognizable consumer brand. Detailed business strategies related to this rebranding will be presented during the company’s Capital Markets Day on September 21.