Novo Nordisk (NYSE: NVO) announced a corporate rebranding initiative, adopting "Novo" as its everyday operating name while retaining Novo Nordisk A/S as its legal global company name. The company also introduced a new tagline, "Lasting Health Starts Now," and a cultural framework called "The Novo Way."

The updated visual identity retains the Apis bull logo while incorporating a revised contemporary design. The company said the rebrand is intended to create a more consistent presence across its medicines, partnerships, and stakeholder communications.

"Healthcare must become more responsive, relevant and easier to fit into everyday life," said Mike Doustdar, president and CEO. "Our brand and culture are strategically important and will enhance how we operate and compete, but the reason we exist will not change."

"The Novo Way" is built around four principles: customer obsession, competitiveness, clarity, and care and integrity. The company described these as the behavioral foundation for how it intends to operate going forward.

Tania Sabroe, executive vice president of People, Organisation and Corporate Affairs, said the brand and cultural updates are designed to work together to sharpen the company's competitive position and strengthen its role as a healthcare partner.

Novo said it will present a detailed overview of its updated corporate strategy at a Capital Markets Day on September 21 in London.