Novo’s new logo
Novo Nordisk has unveiled a new brand identity centred on the tagline ‘Lasting Health Starts Now’, alongside a new corporate culture called ‘The Novo Way’, as the company begins its next chapter with greater focus, speed and impact.
Under the rebrand, ‘Novo’ will be used as the company’s day-to-day name, while Novo Nordisk A/S will remain its legal global company name. The company’s Apis bull logo – which dates back to the 1920s – has been updated, giving the brand a contemporary and future-fit expression
The rebrand is expected to give the company a “distinctive, recognisable and consistent way” to connect with people, partners and other stakeholders around the world.
Novo said the ‘Lasting Health Starts Now’ tagline is designed to be more memorable and relevant to the way people engage with their health today. It also reflects the company’s ambition to bring breakthrough science closer to people’s daily lives.
“People have always been at the centre of Novo’s science. We have transformed major areas of healthcare, such as obesity and diabetes, by bringing innovation to conditions that affect millions of lives. But the unmet need remains vast, and at the same time, people’s expectations of healthcare are changing,” said Mike Doustdar, president and CEO, Novo.
“Healthcare must become more responsive, relevant and easier to fit into everyday life. Our brand and culture are strategically important and will enhance how we operate and compete, but the reason we exist will not change. We remain true to our purpose of changing people’s lives and are ambitious about our future to help them have lasting health, starting right now,” he added.
Alongside the rebrand, the company has introduced ‘The Novo Way’, a set of four principles intended to guide its culture: Customer Obsession, Competitiveness, Clarity, and Care & Integrity.
“Brand and culture work together: culture shapes how we reach our strategy and how we work, while brand shapes the value that people attach to our products and services, and how our company is perceived around the world,” said Tania Sabroe, executive vice president, People, Organisation & Corporate Affairs, Novo.
“Our updated culture will enable us to move with focus and speed, and our rebrand ensures we show up with relevance and distinctiveness across medicines, partnerships, marketing and stakeholder engagement. Together, these will sharpen our competitive edge and strengthen our role as a trusted partner in healthcare,” she added.
Novo will provide a detailed overview of its updated corporate strategy at its Capital Markets Day on September 21 in London.
The brand’s colours and typography have also been updated. A more vivid ‘Lasting Blue’ now anchors the visual identity, complemented by ‘Now Turquoise’ as an accent colour along with the new ‘Novo’ typeface.
Novo’s logo since the 1920s
