“Novo” will be used as the company’s day-to-day name, while Novo Nordisk A/S remains the legal entity name. The updated visual identity retains the Apis bull logo from the company’s heritage brand. The rebrand is intended to give Novo Nordisk a more consistent way to engage with patients, partners and other stakeholders as it looks to broaden its reach beyond its core diabetes and obesity franchises.

Alongside the rebrand, Novo Nordisk introduced “The Novo Way,” a set of four principles — Customer Obsession, Competitiveness, Clarity, and Care & Integrity — intended to guide company culture and decision-making as it navigates a more competitive, consumer-driven healthcare market.

President and CEO Mike Doustdar commented: “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.”