Novo Nordisk updates brand identity and corporate culture
Global pharmaceutical company Novo Nordisk has introduced a brand identity update, adopting the slogan “Lasting Health Starts Now” and utilising “Novo” as the company name in everyday communications.
The update is accompanied by the introduction of “The Novo Way”, a new set of corporate culture principles designed to encourage the organisation to work with greater focus, speed, and adaptability in response to changing healthcare service requirements.
President and CEO of Novo, Mike Doustdar, stated that the update to the company’s identity and culture is being implemented amidst shifting healthcare needs and growing public expectations for evolving health solutions.
“Healthcare must become increasingly responsive, relevant, and more easily integrated into daily life. Our brand identity and corporate culture play a strategic role and will strengthen how we operate and compete, yet our reason for being will not change,” Doupendar said in a statement.
He added that Novo remains focused on developing healthcare innovations, including in the fields of obesity and diabetes, while striving to reach more people with unmet healthcare needs.
Under the update, “Novo” will be used as the company name in daily communications, while Novo Nordisk A/S remains the official global name of the company. The company has also updated its visual identity, retaining the Apis bull logo which has been a part of Novo’s history.
In addition to the brand identity, the company introduced “The Novo Way”, which consists of four key principles: customer obsession, competitiveness, clarity, and care & integrity.
Tania Sabroe, Executive Vice President of People, Organisation & Corporate Affairs at Novo, stated that the corporate culture and brand identity updates are designed to mutually support the execution of the company’s strategy.
“Our corporate culture update will enable us to move with more focus and speed, while the rebranding ensures that Novo remains relevant and possesses a distinct character across various aspects, ranging from medicines and partnerships to marketing and stakeholder relations,” said Sabroe.
According to her, both steps are expected to strengthen the company’s competitiveness and support Novo’s position as a partner in healthcare services.