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Consumer Goods company, Reckitt Benckiser rebrands itself as Reckitt

Madhushree Chakrabarty March 24, 2021
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Popular consumer goods company, Reckitt Benckiser rebrands itself as Reckitt. This has been done in order to redevelop the corporate identity which will act as a key milestone in the organization’s ongoing journey of transformation towards sustainable growth. The new brand identity is built on the company’s purpose: to protect, heal and nurture in the relentless pursuit of a cleaner, healthier world.

Miguel Veiga-Pestana, SVP Corporate Affairs & Sustainability, said, “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. The name reflects the existing widespread usage 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, VP Internal 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.”

The rebranding includes a new visual identity, which has been created and overseen by Havas’ branding agency Conran Design Group. The new branding will be rolled out all across the touchpoints and platforms – physical and digital, internal and external. It comprises of the following:

  • A new name and logo – the R at the heart of the symbol stands for our unity, strength, and relentless pursuit, inspired by Reckitt’s purpose to protect, heal and nurture. It 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 a reference to the natural world.
  • An evolved color palette – the highly distinctive and recognizable ‘Energy Pink’ is Reckitt’s primary brand color, signifying its perpetual energy – while secondary colors reflect its portfolio of products and connection to a cleaner, healthier world.
  • Bespoke typography – a new, bespoke typeface ‘Energy’ is distinctive, accessible, and unique to the Reckitt brand.
  • Photography – new photography principles and categories illustrate how everything Reckitt does is connected and has an impact on the world. Authentic, accessible, and active imagery will show how change starts with an individual, the tangible impact Reckitt has on people’s lives, the strength of its partnerships, and its understanding of a changing world.

The brand implementation of the brand will be delivered over a three-year timeline.

Commenting on the brand redesign, Thom Newton, CEO, Conran Design Group said, “Reckitt has a compelling story to tell. 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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