Novo Nordisk Foundation

Official Websites

• https://novonordiskfonden.dk/en
• https://www.novonordiskfonden.dk

Brand Guidelines

2021

Brand Summary

Mission

• To improve the lives of people and the sustainability of society, benefiting people and society.

Core Values

• benefiting people and society
• knowledge
• innovation
• collaboration
• sustainability

Target Audience

• A diverse set of stakeholders including scientific, professional, and broader societal groups; target groups vary by expression (Core, Open, Innovative).

Personality Traits

• professional
• visionary
• scientific
• collaborative
• accessible
• lively
• human
• intelligent
• creative

Visual Identity Overview

• The visual identity is clean, modern, and professional, with a focus on clarity, simplicity, and a structured layout. It uses a distinctive color palette (primarily blues, with secondary colors for diversity), three custom typographies, documentary-style imagery, and clear logo guidelines. Visual style adapts for different brand expressions (Core, Open, Innovative) to suit various audiences and communication needs.

Categories

Brand Imagery

• As a general rule of thumb, the images we use should inspire curiosity and stir the imagination. Much like the effect of our typography, the viewer should be intrigued and feel the need to decode the image.
• However, all pictures that we use are real in the sense that they are taken from the natural world, portraying real people and real occurrences. Taken in a documentary style, the images use different angles to present the known and the unknown world in a new perspective.
• When choosing a picture, ask yourself: Does it evoke curiosity? Is it aesthetically pleasing? Is it real?

Color Palette

• We use our corporate primary colours: Novo Blue (in a palette of four tints that can be used to add dimension to the colour scheme).
• Blue and white are the two main brand colours.
• Light Green
• Dark Purple
• Crimson Red
• Novo Blue PMS 280 CMYK / 100-75-0-35 RGB / 0-25-101 #001965 RAL/ 5002
• CMYK / 25-20-5-0 RGB /189-192-215 #bcbfd7
• Novo Light Blue PMS 7681 CMYK / 40-25-5-0 RGB/102-117-162 #6675a2
• CMYK / 10-5-2-0 RGB / 226-231-240 #e1e7ef
• Use the primary blue colors as shown above
• Light Green CMYK / 69-0-44-0 RGB / 64-189-167 #40bda6
• Dark Purple CMYK / 60-90-40-70 RGB / 49-0-36 #310024
• Crimson Red CMYK/ 0-100-65-0 RGB / 237-23-76 #ed174b
• Use only the secondary colors for piecharts etc. and for a limited amount of graphical elements
• Primary colour palette: Petroleum Green, Warm Sand, Bright Yellow and Dark Purple. Each colour of the complimentary palette comes in two tints, available for duo tone application on headlines and 5th element.
• A key element is to use our many colours to convey diversity and friendliness. Consequently, we never use our corporate colours (Novo Blue+ tints) for backgrounds or larger coloured surfaces.
• Warmer spectra of assigned brand colours. Each colour of the complimentary palette comes in four tints, available for duo tone application on headlines and 5th element.
• A key element of the Open Expression is to use our many colours to convey diversity and friendliness. Consequently, we never use our corporate colours (Novo Blue + tints) for backgrounds or larger coloured surfaces. Corporate colours (Novo Blue + white) are only used for footer or header text.
• These colors can be tinted in 60% and 20% of the main colour.
• Bright Yellow CMYK / 0-20-80-0 RGB / 255-209-60 #ffd13c Petroleum Green CMYK / 100-10-50-55 RGB / 0-70-75 #00464b Dark Purple CMYK / 60-90-40-70 RGB / 49-0-36 #310024 Warm Sand CMYK / 60-90-40-70 RGB / 49-0-36 #f0cdb4
• The Innovative Expression comes with four-swatch basic colour palette; Petroleum, Crimson Red, Dark Purple and Light Green. Each colour comes with two complementary tints.
• All colours are used to add more life and vibrance to this brand expression. Each colour comes with two complementary tints in 60% and 20%.
• Petroleum CMYK / 0-20-80-0 RGB / 0-159-178 #009eb1
• Crimson Red CMYK / 0-100-65-0 RGB / 237-23-76 #ed174b
• Purple Rain CMYK / 75-82-0-1 RGB / 93-75-157 #5d4b9d

Typography

• Our typography concept illustrates the three stages to unlocking knowledge. In the first stage we search for knowledge, in the second we discover and in the third we can apply the knowledge. Each stage has its own typography: Novo Search, Novo Discover, and Novo Apply.
• Our three typographies are called Search, Discover and Apply. The typographies complete one another in the way that when you add the Search and Discover typographies together, you get the fully formed Apply typography.
• For everyday usage, we use the Apply typography that is the fully formed product of the Search and Discover typographies. Search and Discover act as a graphical fifth element, to be used for decorative purposes.
• Body copy can be Novo Blue or 90% black.
• Novo Apply Sans Extra Light Extra Light Italic Light Light Italic Regular Italic Medium Medium Italic DemiBold DemiBold Italic Bold Bold Italic ExtraBold ExtraBold Italic
• Novo Search ExtraLight DemiBold ExtraBold Extra Light Extra Light Italic Light Light Italic Regular Italic Medium Medium Italic DemiBold DemiBold Italic Bold Bold Italic ExtraBold ExtraBold Italic
• Novo Discover ExtraLight DemiBold ExtraBold
• Novo Apply Serif Extra Light Extra Light Italic Light Light Italic Regular Italic Medium Medium Italic DemiBold DemiBold Italic Bold Bold Italic ExtraBold ExtraBold Italic
• The 5th element combines Novo Search and Novo Discover, used in either Extralight, Demibold or Extrabold. The idea is to always use the two typefaces together to create semi-fragmented yet legible sentences.
• Using the 5th element transparently over images and coloured surfaces creates a good effect.
• The Novo Search and Novo Discover fonts can be used as graphical elements in various ways.
• Use them together, one in 100% solid and one with opacity - or alone as a graphical element.
• Novo Discover is a primary font and should always be set to 100% in combination with Novo Search.
• Typography can/may be used as subtle background graphics.
• When using a single weight, always use Novo Discover.
• The typography can be used with images. The cropping and placing of images can emphasise the typographic lines.
• Images can be used inside the typography when placed on top of another image.
• Place the identical image in the letters, zoom or adjust to create a clear definition of the letters.
• Choose your image with care. Some give better results than others.
• Make sure that the word is legible, and that you never use more than one image in this variant.
• The standard typeface for the Core Expression is Novo Apply Sans, used in Extra light to Medium weights for headlines, and Regular and Bold weights for body text.
• We use Novo Apply Sans because it has a modern, simple and straightforward character that helps to underline the desired perception in this brand expression.
• Another possibility is to combine Novo Search and Novo Discover in either Extralight or Demibold for headlines, to create semifragmented yet legible titles.
• The 5th element for the Core expression combines Novo Search and Novo Discover, used in either Extralight or Demibold. The idea is to always use the two typefaces together to create semi-fragmented yet legible sentences. Using the 5th element transparently over images and coloured surfaces creates a good effect.
• Uses the Extrabold weight for headlines, and Extralight to Regular weights for body text. In this expression we are able to treat our typography in a playful manner, allowing it to live freely.
• A key element is to use our many colours to convey diversity and friendliness. Consequently, we never use our corporate colours (Novo Blue+ tints) for backgrounds or larger coloured surfaces.
• The 5th element is comprised of Novo Search Extra Bold and Novo Discover Extra Bold, used together over coloured surfaces or images as a super graphic -consequently, we only use single, short and familiar words.
• Corporate colours (Novo Blue + white) are only used for footer or header text.
• These colors can be tinted in 60% and 20% of the main colour.
• The standard typeface for the Innovative Expression is Novo Apply Sans, used in Extralight to Regular for headlines and titles, Light and Bold for body text. We use Novo Apply Sans in its lighter weights to create active, dynamic executions that help generate the desired perception in this brand expression. In the Innovative Expression we treat our typography bravely, using all caps for headlines and working with placement freely, allowing headlines and titles to fill surfaces of executions.
• Our 5th element is comprised of Novo Search Regular, used over coloured surfaces or images as a super graphic. This element is used in this expression to generate a fragmented and futuristic look.

Logo Usage

• Our official logo uses a combination of the two typographies Search and Discover and Novo Apply Sans ExtraLight. There are different variations of the logo, available for small and large scale use. Please see the recommendations for logo placement and scaling.
• Primary logo in three decks with transparency, tagline and primarily used on a white background.
• Secondary logo in one deck can be used as an alternative, when needed.
• Negative logos with opacity are used on colored backgrounds or images with a clear contrast to the logo.
• Smaller logos are always solid and without tagline.
• See size requirements for logos on the next page.
• The logo is surrounded by clear space equal to the height of the lowercase ‘v’ to ensure legibility and visual impact.
• Size table for logos: Print: A1 90mm / height A2 60mm A3 40mm A4 30mm A5 25mm A6 15mm Digital: 1920 x 1080 105px / height 1366 x 768 70px 1280 x 800 60px
• NB! The logo should be 1/10th of the diagonal of formats bigger than A1
• Our minimum logo sizes are: - Three deck w. tagline / height 25 mm - Three deck w/o. tagline / height 15 mm - Oneline logo w. tagline / height 10 mm - Oneline logo w/o. tagline / height 4 mm
• Use the primary logo in three decks with transparency and tagline for formats bigger than A5
• Use our solid logo without tagline for digital purpose and formats same size as A6 or smaller
• Logos are always placed in a corner.

Tone And Messaging

• The Core Expression is the foundation of all our visual communication, meaning that it is the basic edition of our visual identity.
• Slightly formal, the Core Expression reflects our core brand and is safe to use in almost every situation when communicating as the Novo Nordisk Foundation. lt portrays the Foundation as professional, visionary, scientific and collaborative.
• The Open Expression is apt for communicating to broader groups in society when we want to portray the Foundation as accessible, lively, and human. The Open Expression communicates our brand in a simple, eye-level and friendly manner, and has been designed to convey a more personal and engaged image.
• A key element is to use our many colours to convey diversity and friendliness. Consequently, we never use our corporate colours (Novo Blue+ tints) for backgrounds or larger coloured surfaces.
• A key element of the Open Expression is to use our many colours to convey diversity and friendliness. Consequently, we never use our corporate colours (Novo Blue + tints) for backgrounds or larger coloured surfaces. Corporate colours (Novo Blue + white) are only used for footer or header text .
• The innovative Expression is designed to communicate with target groups that value innovation and experimentation, and are front runners within their field.
• Consequently, this expression portrays the Foundation as intelligent and creative, communicating with high energy to evoke curiosity and spark excitement.

Brand Values

• Benefiting people and society
• One phrase embracing our entire brand essence and brand belief. It is the inspiration for our visual identity.
• Improving people’s lives and the sustainability of society

Visual Style

• As a general rule of thumb, the images we use should inspire curiosity and stir the imagination. Much like the effect of our typography, the viewer should be intrigued and feel the need to decode the image.
• However, all pictures that we use are real in the sense that they are taken from the natural world, portraying real people and real occurrences. Taken in a documentary style, the images use different angles to present the known and the unknown world in a new perspective.
• When choosing a picture, ask yourself: Does it evoke curiosity? Is it aesthetically pleasing? Is it real?

Iconography

• We use icons with a distinctive and ownable character - as clean and simple as the rest of the brand identity.
• These are used to help clarify information and navigation and can be used as part of infographics and as functional elements such as navigational icons on websites.
• If you use icons in your designs, your audience will recognise them instantly. Icons are easily recognisable and universal. The meaning of icons can be easily understood and makes a presentation or a design more visually attractive.
• The icons should be 1130th of the diagonal of the surface -we recommend the following sizes.
• Print: A1 28mm A2 20mm A3 14mm A4 10mm (minimum) A5 10mm (minimum) A6 10mm (minimum)
• Our minimum sizes are: Print: 10x10 mm. Stroke 0,75 pt.
• Digital: 1920 X 1080 64px 1280 X 800 43px
• Digital: 50x50 pixels Stroke 1 pt. (1,3 pixels.)
• The clearspace between circle and icon should be 117th of the diagonal
• Dark icons: Use 100% colour and 60% tint on light backgrounds
• Light icons: Use 100% white and 20% tint from the selected colored background

Layout And Composition

• The image is divided into two equal vertical sections with contrasting backgrounds. The left section has a dark blue background and contains the text ‘brand’ in large, bold, white lowercase letters, with the phrase ’novo nordisk fonden’ underneath in smaller, thin, white lowercase font. The right section has a light gray background and displays the word ‘guide’ in large, bold, white lowercase letters. The overall composition emphasizes the words ‘brand’ and ‘guide’ with a clean, modern, and professional design, utilizing a simple color scheme of dark blue, white, and light gray, with no additional graphics or embellishments.
• As a general rule of thumb, the images we use should inspire curiosity and stir the imagination. Much like the effect of our typography, the viewer should be intrigued and feel the need to decode the image. However, all pictures that we use are real in the sense that they are taken from the natural world, portraying real people and real occurrences. Taken in a documentary style, the images use different angles to present the known and the unknown world in a new perspective. When choosing a picture, ask yourself: Does it evoke curiosity? Is it aesthetically pleasing? Is it real?

Brand Expressions

• How to choose the visual expression for your story? The Foundation has a diverse set of stakeholders that require different styles of communication. We have three types of brand expressions we can use for different target groups: Core, Open and Innovative.
• The Core Expression is the foundation of all our visual communication, meaning that it is the basic edition of our visual identity.
• Slightly formal, the Core Expression reflects our core brand and is safe to use in almost every situation when communicating as the Novo Nordisk Foundation. lt portrays the Foundation as professional, visionary, scientific and collaborative.
• The standard typeface for the Core Expression is Novo Apply Sans, used in Extra light to Medium weights for headlines, and Regular and Bold weights for body text.
• We use Novo Apply Sans because it has a modern, simple and straightforward character that helps to underline the desired perception in this brand expression.
• Another possibility is to combine Novo Search and Novo Discover in either Extralight or Demibold for headlines, to create semifragmented yet legible titles.
• We use our corporate primary colours: Novo Blue (in a palette of four tints that can be used to add dimension to the colour scheme).
• The 5th element for the Core expression combines Novo Search and Novo Discover, used in either Extralight or Demibold. The idea is to always use the two typefaces together to create semi-fragmented yet legible sentences. Using the 5th element transparently over images and coloured surfaces creates a good effect.
• The Open Expression is apt for communicating to broader groups in society when we want to portray the Foundation as accessible, lively, and human. The Open Expression communicates our brand in a simple, eye-level and friendly manner, and has been designed to convey a more personal and engaged image.
• Uses the Extrabold weight for headlines, and Extralight to Regular weights for body text. In this expression we are able to treat our typography in a playful manner, allowing it to live freely.
• Primary colour palette: Petroleum Green, Warm Sand, Bright Yellow and Dark Purple. Each colour of the complimentary palette comes in two tints, available for duo tone application on headlines and 5th element.
• A key element is to use our many colours to convey diversity and friendliness. Consequently, we never use our corporate colours (Novo Blue+ tints) for backgrounds or larger coloured surfaces.
• The 5th element is comprised of Novo Search Extra Bold and Novo Discover Extra Bold, used together over coloured surfaces or images as a super graphic -consequently, we only use single, short and familiar words.
• Warmer spectra of assigned brand colours. Each colour of the complimentary palette comes in four tints, available for duo tone application on headlines and 5th element.
• A key element of the Open Expression is to use our many colours to convey diversity and friendliness. Consequently, we never use our corporate colours (Novo Blue + tints) for backgrounds or larger coloured surfaces. Corporate colours (Novo Blue + white) are only used for footer or header text .
• These colors can be tinted in 60% and 20% of the main colour.
• The innovative Expression is designed to communicate with target groups that value innovation and experimentation, and are front runners within their field.
• Consequently, this expression portrays the Foundation as intelligent and creative, communicating with high energy to evoke curiosity and spark excitement.
• The standard typeface for the Innovative Expression is Novo Apply Sans, used in Extralight to Regular for headlines and titles, Light and Bold for body text. We use Novo Apply Sans in its lighter weights to create active, dynamic executions that help generate the desired perception in this brand expression. In the Innovative Expression we treat our typography bravely, using all caps for headlines and working with placement freely, allowing headlines and titles to fill surfaces of executions.
• The Innovative Expression comes with four-swatch basic colour palette; Petroleum, Crimson Red, Dark Purple and Light Green. Each colour comes with two complementary tints.
• Our 5th element is comprised of Novo Search Regular, used over coloured surfaces or images as a super graphic. This element is used in this expression to generate a fragmented and futuristic look.
• All colours are used to add more life and vibrance to this brand expression. Each colour comes with two complementary tints in 60% and 20%.

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