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(Sharecast News) - Novo Nordisk has unveiled a global rebrand that will see the Danish pharmaceuticals group adopt 'Novo' as its day-to-day name, as part of a broader push to modernise its identity and corporate culture.
The company said its legal global name will remain Novo Nordisk A/S, but the shorter Novo name will increasingly be used in everyday communications.
At the centre of the rebrand is the new positioning 'Lasting Health Starts Now', reflecting the idea that improvements in long-term health should begin with tangible progress today.
Novo said the new brand was designed to be "more personal, dynamic and more relevant", as it looks to regain market share in the obesity drug space amid heightened competition from peers like Eli Lilly.
The company has also refreshed its Apis bull logo, which has been part of the brand since the 1920s, alongside updated colours and typography.
The rebrand coincides with the launch of 'The Novo Way', a set of cultural principles intended to help the company operate in what it described as a faster, more competitive and increasingly consumer-driven healthcare market.
Novo said the changes form part of its ambition to bring better health to "many more people", as advances in technology alter how consumers engage with healthcare.
The stock was up 1.9% at kr281.75 by 1133 BST,
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