Novo Nordisk adopts 'Novo' name and a new culture framework before investor day

Novo Nordisk said on September 14, 2026 that it will go by the single name "Novo" in day-to-day use and unveiled a slogan, "Lasting Health Starts Now," along with a new set of cultural principles called "The Novo Way" ^[1].

The company's legal global name remains Novo Nordisk A/S, and it keeps the Apis bull logo in an updated form ^[1]. The rebrand was announced from Bagsværd, Denmark. Novo said the new identity is meant to be "more memorable and relevant to the way people engage with their health today" and to "strengthen recognition and trust" as it reaches more people in more ways ^[1]. The announcement covered the company name, logo and internal culture; it did not address the names of individual medicines.

"The Novo Way" is built on four principles the company says will guide how employees work: customer obsession, competitiveness, clarity, and care and integrity ^[1]. In Novo's wording, customer obsession means innovating "with consumers and patients at the centre of everything we do"; competitiveness means raising performance "to create greater value for all our stakeholders"; clarity means creating "focus and speed through clear priorities, simple ways of working and decisive action"; and care and integrity means caring "for our people, show respect, and never compromise on patient safety and ethics" ^[1].

Chief executive Mike Doustdar said people "have always been at the centre of Novo's science," and that the company has transformed major areas of health care such as obesity and diabetes, but that "the unmet need remains vast" while expectations of health care are changing ^[1]. He added: "Our brand and culture are strategically important and will enhance how we operate and compete, but the reason we exist will not change" ^[1].

Tania Sabroe, executive vice president for People, Organisation & Corporate Affairs, said brand and culture work together, with culture shaping "how we reach our strategy" and brand shaping "the value that people attach to our products and services, and how our company is perceived around the world" ^[1]. She said the rebrand is intended to show up with "relevance and distinctiveness across medicines, partnerships, marketing and stakeholder engagement" ^[1].

Novo described the market it competes in as "faster, more competitive and increasingly consumer-driven," and said the culture update is meant to support innovation and leadership in that setting ^[1]. The company says it has more than 67,000 employees worldwide ^[1].

Why it matters for patients

This is a corporate name and culture change, not new clinical information. The announcement reported no new results for any medicine, and it did not address prices, insurance coverage, supply, or patient assistance programs ^[1].

It also did not say whether the names printed on medicine packaging, pharmacy labels, or patient materials will change, or on what timeline ^[1]. People filling prescriptions for Novo medicines for obesity or diabetes have not been told to expect any difference in what is dispensed.

Because the company ties the rebrand to marketing and stakeholder communication, patients may eventually notice a different look on Novo websites, brochures, or advertising. No specific changes, dates, or materials were disclosed ^[1].

The four culture principles include a stated commitment not to compromise on patient safety and ethics, and to keep consumers and patients at the center of product decisions ^[1]. How those principles will be measured or reported was not described.

What happens next

Novo's Capital Markets Day is scheduled for September 21, 2026, in London, one week after the rebrand announcement, where the company says it will give a detailed overview of its updated corporate strategy ^[1]. Novo said details would be available on the investor relations page of novonordisk.com ^[1].

No dates were given for when the shorter name, updated logo, or "The Novo Way" will begin appearing in pharmacy settings, on packaging, or in patient-facing materials ^[1].