Novo Nordisk has introduced a corporate rebrand that will use “Novo” as the company’s day-to-day name while retaining Novo Nordisk A/S as its legal global corporate name.
The Danish drugmaker announced the change today alongside a revised corporate culture framework called “The Novo Way.” The company said the rebrand will use the tagline “Lasting Health Starts Now” and an updated version of its Apis bull logo.
Novo said the changes are intended to shape how the company presents itself across medicines, partnerships, marketing and stakeholder engagement. The announcement did not disclose the cost of the rebranding, a timetable for changing signage or product materials, or whether the legal name will change in any markets.
The updated corporate culture framework has four principles: customer obsession, competitiveness, clarity, and care and integrity.
Under the framework, Novo said it will prioritize patients and consumers in innovation; seek to improve performance and stakeholder value; simplify ways of working and make decisions more quickly; and maintain standards for patient safety and ethics.
Mike Doustdar, Novo’s president and chief executive officer, said the company’s purpose remains unchanged despite the branding and culture updates. Tania Sabroe, executive vice president for people, organization and corporate affairs, said the company views culture and branding as connected elements of its strategy.
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