While its legal name is Novo Nordisk, the new logo carries just the word Novo alongside the blue Apis bull|@novonordisk|X

Danish drugmaker Novo Nordisk has officially rebranded as Novo to better connect with consumers amid the intense competition from US rival Eli Lilly.

Although the company’s legal name remains Novo Nordisk, its new logo features only the word Novo alongside its blue Apis bull symbol.

The company’s new CEO Mike Doustdar, who took charge last August, has made cost-saving job cuts involving 9,000 jobs and successfully launched a pill version of Wegovy.

The oral GLP-1 treatment has already surpassed 5 million prescriptions since its January launch, giving Novo an early foothold in the growing obesity-drug market.

However, the competition is intensifying. Eli Lilly said Monday that its Foundayo pill has attracted more than 30% of new US patients starting oral obesity treatments.

Novo’s Copenhagen shares have dropped nearly 15% this year.