Novo Nordisk rebrands as Novo to compete in obesity market

Novo Nordisk announced Monday that it is rebranding under the single name "Novo" and introducing a new corporate culture framework as it works to close a widening gap with Eli Lilly in the obesity drug market. The rebrand centers on the slogan "Lasting Health Starts Now" and is intended to give the company a more consistent presence with patients, partners, and other stakeholders, the company said. Novo Nordisk A/S will remain the legal name of the company. The updated visual identity retains the Apis bull logo from the company's history. "Healthcare must become more responsive, relevant and easier to fit into everyday life," president and CEO Mike Doustdar said in a statement.