Novo Nordisk Rebrands to Novo Amid Modernisation

Novo Nordisk is undergoing a major rebrand. 

The company is dropping the ‘Nordisk’ from its name, nearly 40 years after the originally named Nordisk Insulinlaboratorium and Novo Terapeutisk Laboratorium merged in 1989, launching a refreshed brand identity and a new set of principles. 

This includes a new logo, as well as updated brand colours and typography designed to be dynamic, approachable and modern – with the brand introducing a ‘Lasting Blue’ colour to anchor the brand, as well as a ‘Now Turquoise’ accent colour.

These changes come as the brand looks to modernise, with Novo sharing in a press release that new developments in technology mean that people are looking to engage with their health in “new and different ways”. 

Because of this, the company says, healthcare needs to become more responsive and easier to fit into everyday life. 

“For more than 100 years, science, innovation and care for people have shaped who we are,” says Maziar Mike Doustdar, President and CEO of Novo. “Today, we are building on those strengths while changing how we work and how we connect with the world.”

Bringing together brand and culture

Novo’s rebrand hinges on the idea that ‘Lasting Health Starts Now’ – which the company says is based on the idea that lasting health begins today, through progress that people can see and feel. 

This is designed to feel more personal, dynamic and relevant to consumers, while still being grounded in scientific credibility and integrity. 

As part of the rebrand, the company has introduced ‘The Novo Way’ as part of the company’s culture. 

This is a set of four principles – customer obsession, competitiveness, clarity and care and integrity – created to help the company innovate in a faster, more competitive and more consumer-driven market. 

According to Novo, these values bring together both brand and culture, with culture shaping how the company works, while brand informs how the company and its refreshed culture is perceived. 

“The Novo Way sets clearer expectations for how we work – with greater focus, speed and impact,” says Maziar. “And our new corporate brand strengthens how we show up and connect with the people we serve.”

Rising GLP-1 competitiveness

Novo’s rebrand comes amid growing competitiveness in the healthcare market with the emergence of GLP-1s. 

Novo itself has been looking to position itself as a leader in this market, with data from Reuters finding that the company spent close to US$500m on advertising for Wegovy and Ozempic in the first nine months of 2025 – more than double the media spend of competitor Eli Lilly. 

In 2026, the company released its first-ever Super Bowl ad, featuring celebrities such as Kenan Thompson, DJ Khaled and Danielle Brooks to promote the company’s recently-launched Wegovy pill. 

“Millions of people may be curious about trying a medicine to help manage their weight, but are sitting on the sidelines, waiting for an option that works for them. That's why we're proud to feature Wegovy pill in the ad,” Ed Cinca, Senior Vice President of Marketing and Patient Solutions at Novo, said of the campaign.

“It's the only oral GLP-1 on the market built on our patented delivery technology, bringing a once-daily, clinically proven option people can trust.

“We're focused on expanding access to real, affordable FDA-approved medicine backed by science. We chose to show up at the big game because it gives us a rare chance to speak to so many people at once – cut through clutter and start honest conversations about weight for people who want to take a step toward better health.”

Who are Novo’s key partners? 

• OpenAI: Novo partners with OpenAI to help it bring new and better treatment options to patients faster, using AI. The partnership applies advanced AI capabilities to analyse complex datasets, identify promising drug candidates and reduce the time required to move from research to patient. It has been structured with strict data protection, governance and human oversight to ensure ethical and compliant use.
• Microsoft: Novo’s partnership with Microsoft involves scaling a pipeline of drug discovery, development and data science capabilities with AI and machine learning. The teams built a Novo AI platform on Azure AI and data stacks.  Novo amplified its culture of innovation by leveraging Microsoft Azure platform’s AI capabilities across many use cases.
• Amazon Web Services (AWS): In August 2026, Novo announced a partnership with AWS to accelerate drug discovery and modernise operations through AI and cloud technologies. The agreement establishes AWS as Novo’s preferred cloud provider and strategic AI partner. 
• NVIDIA: NVIDIA and Novo have partnered to accelerate drug discovery efforts through AI use cases. The companies aimed to create customised AI models and agents that Novo can use for early research and clinical development, and to apply advanced simulation and physical AI technologies.