26 March 2021 - Deborah Wilkes
Reckitt Benckiser (RB) has rebranded itself as Reckitt.
The company said the move was a “key milestone” in its “ongoing journey of transformation towards sustainable growth”.
Commenting on the rebrand, Miguel Veiga-Pestana, senior vice president corporate affairs and sustainability, said the name reflected the “existing widespread usage of Reckitt and is clearer, simpler and more memorable, while retaining positive associations with the company’s heritage”.
Jo Osborn, vice president internal communications and corporate brand, pointed out that the company sold more than 20 million of its trusted products such as Nurofen and Durex to people every day, but there was less recognition of the company behind the 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,” added Osborn.
Elements of the rebranding
The rebranding, which was carried out by Havas’ branding agency Conran Design Group, comprises a new name and logo, an evolved colour palette, bespoke typography, and photography.
Discussing the new name and logo, Reckitt explained that the R at the heart of the symbol stood for the company’s “unity, strength and relentless pursuit” and was inspired by its “purpose to protect, heal and nurture”.
“It denotes Reckitt’s role in the world as a partner and a catalyst for positive transformation,” said the company, adding: “The shell-like quality of the symbol evokes a sense of protection and a reference to the natural world.”
The colour palette is based around “Energy Pink”, which is described as Reckitt’s primary brand colour that signifies its “perpetual energy”. Secondary colours reflect the company’s “portfolio of products and connection to a cleaner, healthier world”.
The company said the rebranding featured a new, bespoke typeface called “Energy” which was “distinctive, accessible and unique to the Reckitt brand”.
Meanwhile, new photography principles and categories are said to illustrate how “everything Reckitt does is connected and has an impact on the world”.
Reckitt said the new brand would be implemented over a three-year period, using the “natural replacement cycles of the business to manage an impactful transition in a cost-effective way”.