Changing the Look of Novo Nordisk

Kontrapunkt has created the new visual identity for Novo Nordisk, a world leader in diabetes care. Focusing on simplicity and clarity, the new identity makes use of crisp bright cut-out imagery, a selective use of the company's identifying colors - dark blue and cyan - and a carefully planned gradient between the two colors. The revitalized brand communicates Novo Nordisk's unshakable commitment to tackle all aspects of diabetes.

The brand concept, Changing Diabetes, was chosen to emphasise the continuous fight against diabetes. Humankind still needs to know more about how diabetes is treated and how it is perceived. More than half of all insulin sold worldwide comes from Novo Nordisk, and the company spends more on diabetes research than any other.

Our brief to Kontrapunkt was to bring Novo Nordisk back to our roots and visualise our new corporate branding concept, Changing Diabetes. Changing Diabetes communicates how Novo Nordisk is taking leadership through action. Kontrapunkt has helped simplify our corporate visual expression, making our communication very clear and very succinct, and most of all - very Novo Nordisk, says Charlotte Ersbøll, Vice President of Corporate Branding in Novo Nordisk.

Diabetes is a grim problem in the world today. According to the World Health Organization, diabetes is increasing on a pandemic level. It is estimated that in 2025 more than 330 million people will suffer from the disease. Eighty percent of all new cases are expected to appear in the developing world.

Kontrapunkt has been working with Novo Nordisk for 20 years, and has recently been granted status as the company's preferred design and branding supplier. ///

June 2006