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As a world leader in diabetes care, the 88-year-old Danish pharmaceutical firm Novo Nordisk employs over 30,000 people in 7 countries, with 2,000 employees based in the United States. Until 2011, the company’s North American headquarters had been located in 4 separate buildings in Princeton, New Jersey. Novo Nordisk commissioned Granum A/I to redesign and reconfigure 800 Scudders Mill Road, the former world headquarters for Merrill Lynch, for its newly integrated headquarters.
In addition to a comprehensive environmental graphics and wayfinding sign program for their vast new space—500,000 square feet spanning a quarter mile location on a 2.8 million-square-foot campus that features 99 acres of lush, natural landscape and a scenic 5-acre lake—Poulin + Morris was also responsible for the branding of the headquarters’ dining facilities—Lakeview, a cafeteria featuring a two-story wall of windows overlooking views of the adjacent lake, and The Market, a self-service “grab and go.” The goals for both styles of eating venues was to create visual experiences that supported the product experience and to offer Novo Nordisk employees appealing spots to recharge throughout their workday.
The three outposts of The Market located at strategic points throughout the headquarters building provide employees with a convenient spot to grab anything from a cup of coffee to a quick lunch. The design choices –asymmetrical lettering, chevron pattern background, counterpoint of intense color – combine to create a fun, energetic spot to break up the workday. The graphic identity program includes all printed materials, menu items, name development, logo type development and graphic sign elements.