The Apis bull has evolved over time, building on its legacy while expanding its scope. Across each era, its form has been refined. The latest evolution takes inspiration from an earlier version, retaining its recognisable character and defining traits while carrying them forward for the Novo brand today.
The refreshed Novo logotype honours nearly a century of heritage while looking confidently towards the future. The iconic Apis bull has been carefully refined to be simpler, more contemporary and more distinctive, preserving the character that has defined Novo for generations.
Paired with the bold, refreshed Novo wordmark, the logotype balances legacy with progress. It reflects a company that continues to evolve while remaining true to its core foundation.
The primary logotype is the preferred expression of the Novo brand. It combines the Apis bull and Novo wordmark in a fixed relationship and should be used consistently across communications. Always use the approved artwork. Do not alter the relationship, proportions or spacing between the Apis bull and wordmark.
The tagline lockup combines the primary logotype with Lasting Health Starts Now. Use it where there is sufficient space to reinforce our global brand platform. Never compromise legibility.
Reserve the tagline lockup for hero brand moments, such as out-of-home advertising, presentations, campaign assets and the closing frame of motion or film content.
“Lasting Health Starts Now” should be used with branded product advertising only where local MLR/PRB reviewed and approved, to avoid interpretation of the tagline as a product or efficacy claim.
Where approved, the tagline should be clearly separated from product-branded content (e.g., on a distinct corporate end frame) and appear in conjunction with the Novo logotype, not as part of a product logo lockup.
Do not use the tagline in limited-space product ads where appropriate fair balance cannot accompany the communication.
Where the Lasting Health Starts Now tagline should appear and where it generally should not appear. Please consult the global corporate brand team and your local legal / regulatory counsel for specific guidance.
May be included:
- Corporate website
- Corporate social profiles
- Corporate social content
- Corporate brand-level videos
- Employer brand / careers
- Corporate presentations and templates
- Events and conferences
- Partnerships and sponsorships
- Paid corporate brand advertising
- Internal communications
- Corporate merchandise and environments
- Press and media materials
- Localised corporate materials
- Disease awareness campaigns
Generally should not be included:
- Product labels or instructions
- Drug delivery devices
- Product logo lockups
- Prescribing information or regulated product labelling
- Scientific or clinical materials
- Safety, compliance or regulatory communications
- Transactional or operational materials
- Formal legal documents
- Small-space logo uses
- Advocacy and public policy materials
- Medical reports and publications
Use the full name lockup where the complete corporate name is required, such as investor, legal or regulatory materials.
Please include the following trademark notice statement in the header or footer of conference materials, websites and media relations documents: “NOVO and the Apis Bull Logo are trademarks owned by Novo Nordisk A/S.”
Legal requirements vary by country and context. If you are creating a new type of material, changing existing legal information or are unsure whether the full legal entity name is required, consult your local Legal team.
The Apis bull may be used independently only in designated small format applications such as social media profile pictures, app icons and favicons. Do not use the Apis bull independently in any other application. It is not a substitute for the Novo logotype.
Centre the Apis bull within the holding shape, maintaining visually equal and balanced clear space around it. Within a circular holding shape, position the Apis bull slightly above centre to achieve optical balance.
See the Merchandise section for more detailed guidance on where and how the Apis bull may be used across branded merchandise and internal workplace applications.
The minimum size of the complete lockup is determined by the legibility of the tagline. Never reproduce it below the approved minimum sizes:
- Digital: 100 px height
- Print: 2" or 51 mm height
Follow the guidance in the Layout and composition section for recommended sizing and placement across applications.
The 1.5x size is preferred wherever space allows. The increased scale gives the tagline greater presence and keeps the tagline clear and legible.
Use the standard size where space is limited.
When the Novo logotype appears alongside a partner logo, size the partner logo according to its overall shape and visual footprint to create an optically balanced relationship.
Use the proportions shown as a starting point for long horizontal, rectangular and circular or square logos.
Make small optical adjustments and alignments where necessary to account for unusual proportions or visual weight of the partner logo.
Place the partner logo to the right of the Novo Logo, separated by a vertical divider rule.
Maintain 1x clearspace between each logo and the divider. Optically centre the partner logo relative to the Novo Logo.
In Novo communications, use a one-colour version of the partner logo to account for any partner brand requirements.
On white backgrounds, use Lasting Blue for both logos and the divider rule. On Lasting Blue or image backgrounds, use white for both logos and the divider rule.
Always ensure sufficient contrast and legibility when placing the partnership lockup over an image.
The Novo logotype is designed to work consistently across a wide range of formats and applications. Position the logotype in one of the four corners of the layout, aligning it to the grid and maintaining the required clear space.
Consider the other design elements and the background (photography or colour). Select the corner that best complements the composition, ensuring the logotype remains unobstructed and does not compete with key content.
Avoid placing the logotype in arbitrary positions. Centring the logotype for a specific application or design layout is acceptable.
The hero-scale logotype creates a bold, confident brand presence and may be used as a primary compositional element in selected applications. Scale the logotype generously while keeping it fully visible, unobstructed and within the application margins.
For hero-scale placement, standard clear space requirements do not apply. However, maintain the specified application margins. Position the logotype along the bottom of the layout, aligned to the grid and margins. When placed over photography, maintain clear contrast and avoid visually busy areas.
