Business14 September, 20262 min read
Novo Nordisk Rebrands as Novo, Launching ‘Lasting Health Starts Now’ Campaign
This article is an automated aggregation of coverage from news outlets. Our editorials offer in-depth analysis curated by the NewsCord team.
Novo Nordisk shortens day-to-day name to Novo and updates its logo. Rebrand centers on 'Lasting Health Starts Now' and introduces internal framework 'The Novo Way'.
Novo becomes “Novo”
Novo Nordisk marked the beginning of its next chapter by unveiling a rebrand centred on ‘Lasting Health Starts Now’, and the single ‘Novo’ name, and by updating its culture with ‘The Novo Way’. In the rebrand, ‘Novo’ will be used as the name of the company day-to-day, while Novo Nordisk A/S remains the legal global company name, and the updated visual identity includes the Apis bull logo rooted in Novo’s heritage. The company said the rebrand is at the centre of how it will deliver on its business objectives and its ambition to bring better health to many more people, with the message that lasting health begins today, not someday.
Novo’s president and CEO Mike Doustdar said, “Healthcare must become more responsive, relevant and easier to fit into everyday life.” Novo also said it will provide a detailed overview of the updated corporate strategy at its Capital Markets Day on 21 September in London.
Culture framework unveiled
Alongside the ‘Lasting Health Starts Now’ rebrand, Novo introduced ‘The Novo Way’, described as a new set of principles that will underpin the company’s culture. Novo said ‘The Novo Way’ is built around four principles: Customer Obsession, Competitiveness, Clarity, and Care & Integrity, and it said the framework builds on strengths including breakthrough science, deep expertise, care for people, and an unwavering commitment to patient safety. The company framed the culture update as a way to move with focus and speed, while the rebrand ensures it shows up with relevance and distinctiveness across medicines, partnerships, marketing and stakeholder engagement.
Tania Sabroe, executive vice president, People, Organisation & Corporate Affairs, said, “Our updated culture will enable us to move with focus and speed.” Novo also said the rebrand and culture work together, with culture shaping how it reaches its strategy and brand shaping how people perceive its products and services around the world.
Obesity market rivalry
Multiple outlets tied Novo’s name change to its obesity market competition with Eli Lilly, describing the move as part of a push to become more recognisable in the obesity sector. News24 said the drugmaker is shortening its name for day-to-day use to just Novo “in a bid to become more recognisable in its obesity market war with Eli Lilly,” and it said the company is also tweaking its logo by shifting its trademark bull to look to the right. News24 quoted CEO Mike Doustdar saying the brand is “strategically important”, and it said Doustdar will present the new brand identity to employees tomorrow.
Business Insider España similarly said the brand is “strategically important,” and it quoted Evan David Seigerman of BMO Capital Markets writing, “A new name, logo, and slogan must be accompanied by a real strategic shift.” The rebrand was announced from Bagsværd, Denmark, on 14 September 2026, with the next week’s investor focus set for the company’s annual capital markets day on 21 September in London.