Novo Nordisk is repositioning its corporate identity as it prepares for what the company describes as its next chapter, introducing a new brand platform, adopting “Novo” as its day-to-day name and rolling out a revised set of cultural principles aimed at increasing speed and focus across the organization.

The company unveiled the changes under the new tagline “Lasting Health Starts Now.” Novo Nordisk A/S will remain the company’s legal global name, while “Novo” will become the name used in day-to-day communications. The company said the changes are intended to support its broader ambition of bringing its medicines and scientific advances to more people, while responding to changing expectations around healthcare and how patients engage with treatment.

“People have always been at the center of Novo’s science,” says Mike Doustdar, president and CEO of Novo. “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.”

At the center of the rebrand is the concept that improvements in health should begin in the present rather than being deferred to the future. The refreshed visual identity retains the Apis bull, a symbol associated with the company’s heritage, but gives it a more contemporary treatment. According to Novo, the updated identity is designed to improve recognition of the company as it expands how and where it engages with people. The rebrand also reflects an effort to connect the company’s scientific work more directly with patients’ everyday experiences, particularly as expectations around healthcare continue to evolve.

“Our brand and culture are strategically important and will enhance how we operate and compete, but the reason we exist will not change,” Doustdar says. “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.”

Alongside the new brand, the company has introduced “The Novo Way,” a revised framework intended to define how employees work and make decisions. The framework builds on elements of Novo’s established corporate identity, including scientific expertise, patient focus and an emphasis on safety and ethics. At the same time, the company said it is intended to support a faster and more competitive operating environment.

Tania Sabroe, Executive Vice President of People, Organization & Corporate Affairs at Novo, says the updated culture is intended to help the company operate with greater focus and speed, while the new brand will provide a more consistent identity across medicines, partnerships, marketing and stakeholder engagement.

For more information, visit novonordisk.com.