Reckitt Benckiser rebrands as Reckitt

Reckitt Benckiser (RB) has rebranded as Reckitt, the company announced on 23 March.

The new brand is designed to tell the story of the organisation’s purpose and its transformation, drawing on its 200-year history.

The redevelopment of its corporate identity is a key milestone in the company’s ongoing journey of transformation towards sustainable growth. Its new brand identity and iconography is also more recognisable and built on the firm’s purpose: 'to protect, heal, and nurture in the relentless pursuit of a cleaner, healthier world'.

“The brand is a visible symbol of our corporate purpose and the change that has been taking place across the business on our journey of transformation,” said Miguel Veiga-Pestana, senior vice-president of corporate affairs and sustainability at Reckitt.

“The name reflects the existing widespread use of Reckitt and is clearer, simpler, and more memorable, while retaining positive associations with the company’s heritage.”

Commenting on the new identity, Jo Osborn, vice president of communications and corporate brand, said: “From Dettol to Lysol, Nurofen to Durex and Finish to Vanish, we sell more than 20 million of our trusted products to people every day, yet there is less recognition of the company behind those brands.

“Our new Reckitt identity will better enable us to communicate our corporate purpose to the world, and to do so in a way that is powerful, consistent, and impactful.”

Reckitt’s rebranding includes the new name and logo, with the ‘R’ at the heart of the symbol representing its unity, strength, and relentless pursuit, inspired by the company’s motto. The company said the new logo denotes Reckitt’s role in the world ‘as a partner and a catalyst for positive transformation’. The shell-like quality of the symbol evokes a sense of protection and is a reference to the natural world.

The implementation of the new brand will be delivered over three years, using the natural replacement of cycles of the business to manage an impactful transition cost-effectively.

“Reckitt has a compelling story to tell,” said Thom Newton, CEO at Conran Design Group, which worked with Reckitt on the new branding.

“The new Reckitt brand both reflects its 200-year history and provides an active expression of its purpose and ambition.

“The opportunity to work with the company to redevelop and launch the new brand was an opportunity we relished.”

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