Novo Nordisk has unveiled a rebrand centered on the tagline "Lasting health starts now" and a single "Novo" name, alongside a new cultural framework called "The Novo Way" designed to help the company move with greater focus, speed, and impact.

The rebrand and cultural overhaul come as Novo works to defend its position in obesity and diabetes care, two therapeutic areas where competition has intensified and where the company says unmet patient need remains substantial despite the innovation it has already brought to market.¹

Additionally, both the rebrand and the updated culture are part of how Novo is expected to deliver on its business objectives and its ambition to bring better health to more people. The company says the changes mark the beginning of its next chapter and builds on more than a century of work in areas such as obesity and diabetes while also adapting to a healthcare landscape where people's expectations are shifting.

What does the rebrand involve?

According to Novo, the central idea of the rebrand is that lasting health begins today, not someday, through progress people can see and feel day by day.¹ The rebrand is expected to give the company a distinctive, recognizable, and consistent way to connect with people, partners, and other stakeholders around the world.¹

"Novo" will now be used as the company's name day-to-day, while Novo Nordisk A/S remains the legal global company name.^1,2 The updated visual identity retains the Apis bull logo rooted in Novo's heritage, while giving the brand a more contemporary and future-fit expression.

The company says the rebrand is designed to be more memorable and relevant to the way people engage with their health today, while also meaning to reflect Novo's ambition to bring breakthrough science closer to people's daily lives and to strengthen recognition and trust as the company reaches more people in more ways.^1,2

"It's not a one-size-fits-all approach, and it's not a blanket inclusion or exclusion that can send your pharmacy dollars running off the chart. It really comes down to helping the plan understand its population, cover what it can sustainably over the long term, and build benefits that are both affordable and durable," said Susan Thomas, chief commercial officer at LucyRx, in an interview with Pharmaceutical Executive on why its so important to provide medications for general health purposes.

Why is Novo updating its culture?

"The Novo Way," introduced alongside the rebrand, is a new set of principles meant to underpin the company's culture. It builds on strengths the company says have defined it for more than a century including, breakthrough science, deep expertise, care for people, and an unwavering commitment to patient safety.

The Novo Way is built around four principles. The first is customer obsession, which commits the company to innovating with consumers and patients at the center of everything it does.² Second is competitiveness, which calls for raising performance to create greater value for stakeholders. Clarity, meant to create focus and speed through clear priorities, simple ways of working, and decisive action. Finally, care and integrity commits Novo to caring for its people, showing respect, and never compromising on patient safety and ethics.²

Mike Doustdar, president and chief executive officer of Novo, says the company's science has always been centered on people. "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," he says. "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."

What comes next?

Novo is set to provide a detailed overview of its updated corporate strategy at its Capital Markets Day on September 21 in London, with Further details expected to be available on the Investor Relations page of novonordisk.com.¹

Sources

1. Novo Nordisk enters next chapter to bring better health to more people, supported by ‘Novo’ rebrand and updated corporate culture Novo Nordisk A/S September 14, 2026, https://www.globenewswire.com/news-release/2026/09/14/3360720/0/en/novo-nordisk-enters-next-chapter-to-bring-better-health-to-more-people-supported-by-novo-rebrand-and-updated-corporate-culture.html
2. The next chapter of Novo begins today Novo Nordisk A/S September 14, 2026, https://www.novonordisk.com/news-and-media/latest-news/lasting-health-starts-now.html