Meet Novo: Novo Nordisk’s New Brand Identity
Novo Nordisk has announced it will remove 'Nordisk' from its company name. The change ends a naming convention that has existed for almost 40 years, following the 1989 merger of Nordisk Insulinlaboratorium and Novo Terapeutisk Laboratorium.
The company will now operate as Novo. The rebrand includes updates to visual identity elements such as logo design, colour palette and typography.
According to Novo, the changes respond to shifts in how people engage with healthcare. The company stated in a press release that technology developments mean consumers want to interact with their health in "new and different ways".
The firm says healthcare must become more responsive and easier to integrate into daily routines. This reasoning forms the basis for the wider brand refresh.
Brand repositioning centres on immediacy
The rebrand operates around the concept that 'Lasting Health Starts Now'. Novo says this principle reflects the idea that health outcomes begin today through progress people can observe and experience.
The positioning could aim to create a more personal connection with consumers. It maintains scientific credibility while attempting to feel more relevant and dynamic.
The company has paired the rebrand with visual updates. Novo introduced a primary brand colour called 'Lasting Blue' alongside an accent shade named 'Now Turquoise'.
The typography and design elements were developed to appear modern and approachable. These changes mark a departure from previous brand aesthetics.
Maziar Mike Doustdar, President and CEO of Novo, said on LinkedIn: "For more than 100 years, science, innovation and care for people have shaped who we are.
"Today, we are building on those strengths while changing how we work and how we connect with the world.
"Together, strategy, culture and brand will strengthen how we compete, innovate and grow – and help us bring better health to many more people."
Cultural principles introduced internally
Novo has implemented a framework called 'The Novo Way' as part of its corporate culture. The framework consists of four principles: customer obsession, competitiveness, clarity and care and integrity.
We are building on those strengths while changing how we work and how we connect with the world.”
According to Novo, these values were created to help the company operate in a market that is faster, more competitive and more consumer-driven.
The principles are intended to guide innovation and decision-making.
The company says the framework connects brand and culture. Culture shapes internal operations while brand influences external perception of those operations.
The cultural shift accompanies the visual rebrand. Both elements were developed to work together as part of a broader organisational change.
Market context shows increased competition
The rebrand takes place during a period of heightened competitiveness in the healthcare sector.
The emergence of GLP-1 treatments has intensified activity in this market segment.
Novo has positioned itself as a competitor in the GLP-1 space. According to data from Reuters, the company spent close to US$500m on advertising for Wegovy and Ozempic in the first nine months of 2025.
- Novo is dropping 'Nordisk' from its name nearly 40 years after the 1989 merger of Nordisk Insulinlaboratorium and Novo Terapeutisk Laboratorium.
- The rebranding introduces a new logo alongside updated typography and new corporate colours called 'Lasting Blue' and 'Now Turquoise'.
- The firm spent nearly US$500m on advertising for Wegovy and Ozempic during the first nine months of 2025.
- Novo's media spending during that nine-month period was more than double the amount spent by competitor Eli Lilly.
- The business released its first-ever Super Bowl advert in 2026 featuring celebrities Kenan Thompson, DJ Khaled and Danielle Brooks to promote its new oral Wegovy pill.
This figure represents more than double the media spend of competitor Eli Lilly.
The advertising investment could show Novo's commitment to market presence.
In 2026, the company released its first Super Bowl advertisement. The spot featured Kenan Thompson, DJ Khaled and Danielle Brooks promoting the newly launched Wegovy pill.
Maziar says: "We have been advancing our GLP-1 technology for decades. And over that time, the science behind it has taken us much further than where we started.
"It's clear that the story is no longer just about blood glucose. Our understanding now extends across the brain, heart and blood vessels, kidneys, liver and pancreas.
"And with every new piece of evidence, we get a clearer picture of how closely connected these systems really are."
Who are Novo’s key partners?
- OpenAI: Novo has partnered with OpenAI to accelerate treatment development. The partnership uses AI to analyse datasets, identify drug candidates and reduce research timelines.
- Microsoft: Novo's partnership with Microsoft involves scaling drug discovery and development capabilities. The teams built a Novo AI platform on Azure AI and data infrastructure.
- Amazon Web Services (AWS): The company announced a partnership with AWS in August 2026. The agreement establishes AWS as Novo's preferred cloud provider and strategic AI partner.
- NVIDIA: NVIDIA and Novo have partnered on AI applications for drug discovery. The companies aim to create customised AI models and agents for early research and clinical development.
Executives
Edward Cinca
Senior Vice President Marketing
Maziar Mike Doustdar
President and CEO
