We often receive questions about where the name Novanta came from. It’s a fair question, and the story behind it says a lot about who we are today.
Ten years ago, in 2016, our company made a decision that went far beyond a rebrand. While the business was fundamentally strong, with differentiated technology, deep expertise, and loyal customers, the name carried a legacy that no longer reflected who we were or where we were headed.
It became clear that to move forward, we needed a name that matched the company we were becoming.
A Deliberate Break From the Past
The decision to change our name was intentional. The leadership team wanted to signal a new chapter defined by clarity, credibility, and confidence in our future.
Through a formal naming process, they aligned on what mattered most. The new name needed to:
- Reflect innovation as a core capability, not a one-time breakthrough
- Reinforce the value we create for customers through performance and differentiation
- Support a unified, global identity across a growing portfolio
- Be forward-looking, scalable, and unencumbered by past associations
Just as importantly, the name could not be tied to a founder, a geography, or a single product line. It needed to represent what we stand for, not where we had been.
The result was Novanta.
What the Name Represents
At its core, Novanta reflects a clear idea: the innovation advantage.
Innovation is embedded in how we solve problems, develop proprietary technologies, and partner with customers to enable their most advanced applications.
Advantage is the outcome. Our work helps customers improve precision, performance, and results in their own markets. That advantage, earned through deep application knowledge, disciplined execution, and collaboration, is what differentiates us.
Together, innovation and advantage define how we create value. That is why the name matters.
What the Name Does Not Mean
While “novanta” translates to “ninety” in some languages, that is not the origin or the intent. The meaning is not linguistic; it is strategic.
We chose an abstract name on purpose. It gives us room to grow, evolve, and expand into new markets without being limited by a legacy identity or a specific technology. It allows the brand to move with us, not hold us back.
A Unifying Brand: One Novanta
Before the name change, our businesses were strong individually but not always connected by a shared identity. Novanta became that unifying thread.
Today, our “One Novanta” approach shows up in how we collaborate across teams, how we bring capabilities together, and how we present a consistent experience to customers around the world. The name helps anchor us to a common purpose and a shared way of working across functions, businesses, and geographies.
Why This Matters Today
This story isn’t just about the past. It connects directly to the work we are doing now: shaping our brand, clarifying our identity, and defining what we deliver that no other company can.
We have pride in our technology, respect for our expertise, accountability for how we work together, and a desire to be part of something that matters. The name Novanta aligns with those themes. It reflects not only what we do, but how we do it — with integrity, focus, and a commitment to delivering innovation that matters.
In simple terms, the best way to explain our name remains the most effective:
Novanta is “the innovation advantage.”
The name reflects our role in turning deep technical expertise into real competitive advantage for customers and doing so together, as One Novanta.
That idea guided the name ten years ago, and it continues to guide who we are today — and who we are becoming.