Novo Nordisk is turning the page on its next chapter.
The healthcare company has unveiled a sweeping rebrand centred on ‘Lasting Health Starts Now’, alongside a move toward the single ‘Novo’ name and a new cultural framework, ‘The Novo Way’.
The changes signal a deliberate shift toward greater focus, speed and impact as the company seeks to deliver on its business objectives and extend its ambition to bring better health to many more people.
At the heart of the transformation is a simple idea: better health should not be something people wait for. It should begin today.
“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."
‘Lasting Health Starts Now’ sits at the centre of Novo’s new identity, capturing the belief that lasting health begins with action and progress today — not at some distant point in the future.
The rebrand is designed to give the company a more distinctive, recognisable and consistent voice as it engages with people, partners and stakeholders across the world. While ‘Novo’ will become the company’s everyday name, Novo Nordisk A/S will remain its legal global company name.
The transformation also brings a refreshed visual identity, retaining the iconic Apis bull logo that connects the brand to its heritage while giving it a more contemporary and future-ready expression.
More than a visual change, the rebrand reflects how people increasingly think about and engage with their health. Novo aims to bring breakthrough science closer to everyday life while building stronger recognition and trust as it reaches more people through more channels and experiences.
The brand transformation is matched by an equally significant cultural shift.
Introduced, ‘The Novo Way’ establishes a new set of principles designed to shape how the company operates, makes decisions and competes.
It builds on the qualities that have defined Novo for more than a century — breakthrough science, deep expertise, care for people and an uncompromising commitment to patient safety — while introducing a sharper approach suited to a faster, more competitive and increasingly consumer-driven healthcare market.
The framework is built around four principles:
Customer Obsession – We innovate with consumers and patients at the centre of everything we do
Competitiveness – We raise our performance to create greater value for all our stakeholders
Clarity – We create focus and speed through clear priorities, simple ways of working and decisive action
Care & Integrity – We care for our people, show respect, and never compromise on patient safety and ethics
Together, the principles are intended to turn culture into a competitive advantage — helping Novo make decisions faster, sharpen priorities and keep patients and consumers at the centre of innovation.
“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.
