More information

For more information, please contact senior project manager Marie Hutchings / mah@kontrapunkt.com

It is all over the media. FDA has just approved Novo Nordisk’s new diabetes-2-pharmaceutical Victoza for the American market. The wheels of the big marketing machine are already rolling, and everywhere the product logo is displayed – a logo that Kontrapunkt developed.

In May 2007 Novo Nordisk contacted Kontrapunkt for the new logo assignment. They believed that with our long history and in-depth knowledge of Novo Nordisk, we would be able to steer through the complex process of developing a new blockbuster logo. With many stakeholders to take into consideration while delivering top quality design in time for the FDA-approval, it was a challenging task.

Whenever Kontrapunkt goes into a logo assignment, it is always important to us that the core positioning of the product can be easily decoded from the design. In the case of Victoza it was also important to show that Victoza is part of the larger Novo Nordisk diabetes family. The design was therefore inspired by the Global Diabetes Brand System, which aligns the Novo Nordisk diabetes products, making use of the Novo Nordisk shading and Frutiger typography.

With the approval on the American market, Novo Nordisk predicts a new blockbuster is here. According to analyst Rune Majlund Dahl, Sydbank, the approval of Victoza means an increased sale between 12 and 18 billion Danish kroner, when the product is fully distributed in 2018.