Novo Nordisk Puts “Novo” at Forefront of New Identity with “Lasting Health Starts Now”

Novo Nordisk is placing “Novo” at the forefront of its global brand identity, introducing the message “Lasting Health Starts Now” as it renews its focus on patients and their changing healthcare needs.

The updated identity retains the company’s Apis bull logo, preserving a connection to its heritage. Novo Nordisk A/S remains its global legal name.

In the Philippines, the company is connecting the new identity with its work in obesity awareness, healthcare professional education, and partnerships supporting access to appropriate care.

A clearer expression of the company’s purpose

Novo said the rebrand aims to make the company more recognizable and relevant as people’s expectations of healthcare evolve.

President and CEO Mike Doustdar said the company’s purpose remains unchanged, even as it updates how it presents itself and operates.

“Healthcare must become more responsive, relevant and easier to fit into everyday life,” Doustdar said.

He described the brand and company culture as important to Novo’s future, while emphasizing its continued focus on changing people’s lives through science.

Philippine initiatives focus on obesity awareness

According to the company, its Philippine activities include the introduction of semaglutide for weight management earlier this year and the launch of Live Lighter, an initiative encouraging people to understand obesity as a chronic disease and seek science-based care.

Novo also cited collaboration with local partners, including the Quezon City government, on obesity awareness, alongside support for healthcare professional education.

These activities form part of the company’s stated effort to help people better understand their healthcare options and seek appropriate professional support.

Wei Sun, General Manager of Novo Philippines, said information and support are important in helping people take their next step toward care.

“Our new identity gives us a clearer way to express that commitment,” Sun said, referring to the company’s local obesity-care initiatives.

“The Novo Way” updates internal principles

The rebrand also introduces “The Novo Way,” an updated set of principles guiding the company’s work.

These emphasize patients and customers, stronger performance, clear priorities, and care and integrity. Novo said patient safety and ethics remain central to its operations.

The company presents the principles as a guide for how employees make decisions and carry its purpose into their work.

Collaboration remains part of the local approach

Sun said Novo’s Philippine commitment extends beyond an individual conversation or treatment.

“We know lasting health takes more than one conversation or one treatment. It takes continued collaboration with healthcare professionals, partners, and communities to help people receive the care they need,” Sun said.

As the new identity rolls out, Novo says it intends to carry that collaborative approach forward in the Philippines.

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