Innovation and technology are opening up new possibilities, and people are engaging with their health in new and different ways. Healthcare must become more responsive, more relevant and easier to fit into everyday life. That's the world we're in, as we enter our next chapter to bring better health to many more people. Our rebrand and updated culture are part of how we will deliver on this ambition. At the centre of our rebrand is: ‘Lasting Health Starts Now,’ which is based on the idea that the path to lasting health begins today, not someday, through progress people can see and feel, day by day. It's a brand that's more personal, more dynamic and more relevant, while being grounded in the scientific credibility, care and integrity that have always defined our company. The rebrand will give us a distinctive, recognisable and consistent way to connect with people, partners and other stakeholders around the world. As part of this, we will embrace the shorthand ‘Novo’ as our day-to-day name, while Novo Nordisk A/S remains our legal global company name. The Apis bull logo - which has been a part of our brand since the 1920s - has been updated, giving the brand a contemporary and future-fit expression, while remaining rooted in our heritage.

Our colours and typography have been updated, too. A more vivid ‘Lasting Blue’ anchors the brand and is joined by ‘Now Turquoise’ as an accent colour and, along with a new typeface, 'Novo', creates a visual identity that is dynamic, approachable and modern. ‘The Novo Way’ is a set of principles that underpin our culture, building on the strengths that have defined Novo for more than a century - breakthrough science, deep expertise, care for people, and an unwavering commitment to patient safety - while setting out the behaviours and ways of working needed to innovate and lead in a faster, more competitive and increasingly consumer-driven market. Brand and culture work together: culture shapes how we work, while brand shapes how our company is perceived around the world. Together, the rebrand and ‘The Novo Way’ are part of how we will deliver on our business objectives and our ambition to bring better health to many more people. We innovate with consumers and patients at the centre of everything we do. We raise our performance to create greater value for all our stakeholders. We create focus and speed through clear priorities, simple ways of working and decisive action. We care for our people, show respect and never compromise on patient safety and ethics.