Tuesday, September 15, 2026

Novo Nordisk adopts Novo name in global rebrand

Novo Nordisk has introduced a refreshed corporate brand, using Novo as its everyday company name. The legal global company name remains Novo Nordisk A/S.

The rebrand, announced on 14 September 2026, is built around the positioning “Lasting Health Starts Now”. According to the company, the new identity is intended to create a more consistent and recognisable presence across markets and stakeholder groups. The Apis bull logo remains part of the visual system, updated for the new brand expression.

A more consistent healthcare brand

The company links the rebrand to changing expectations in healthcare, where services and treatments are increasingly expected to fit into everyday life. Novo Nordisk said the brand is designed to support stronger recognition and trust as the company reaches more people through medicines, partnerships, marketing and stakeholder engagement.

CEO Mike Doustdar described the move as part of the company’s next chapter. He said the company’s purpose of changing people’s lives remains unchanged, while the brand and culture are intended to support focus and competitiveness.

Culture update with The Novo Way

Alongside the brand update, the company has introduced “The Novo Way”, a new set of cultural principles for how the organisation works. It is positioned as a framework for faster decision-making and stronger execution in a more competitive and consumer-driven healthcare market.

• Customer Obsession, putting consumers and patients at the centre
• Competitiveness, raising performance for stakeholders
• Clarity, simplifying priorities and ways of working
• Care & Integrity, maintaining respect, patient safety and ethics

Tania Sabroe, executive vice president for People, Organisation & Corporate Affairs, said the updated culture and brand are intended to work together, shaping both internal execution and external perception.

Strategy details to follow

Novo plans to present a more detailed overview of its updated corporate strategy at its Capital Markets Day in London on 21 September. The company says it has more than 67,000 employees worldwide.