Novo rebrands, drops 'Nordisk' to become simply 'Novo' in market push

Novo Nordisk announced a major rebranding that will see the company drop the "Nordisk" part of its everyday brand. The legal name Novo Nordisk A/S remains unchanged, but the company will be known simply as "Novo" in all public communications.

The new visual identity features a right‑facing Apis bull logo and a refreshed logo and tagline "Lasting Health Starts Now," which the company says is intended to be more memorable and relevant to how people engage with their health today.

Alongside the visual changes, Novo introduced a cultural framework called "The Novo Way," outlining principles to drive innovation and faster, consumer‑driven market response as it competes with rivals such as Eli Lilly.