Reckitt Benckiser, the company behind some of the world’s most recognizable consumer brands in hygiene, health and nutrition, has rebranded simply as Reckitt. The redevelopment of the corporate identity is part of the organization’s ongoing journey of transformation towards sustainable growth. 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 rebrand, including a new visual identity, was created and overseen by Havas’ branding agency Conran Design Group. Rolling out across all of Reckitt’s touchpoints and platforms, it comprises a new name and logo, an evolved color palette and bespoke typography. New photography illustrates how everything Reckitt does is connected and has an impact on the world, people’s lives, the strength of its partnerships and its understanding of a changing world. The implementation of the new brand will be delivered over a three-year timeline.