Reckitt Benckiser rebrands to Reckitt

Reckitt Benckiser has announced the rebrand of the company as Reckitt.

The consumer goods giant said the new brand identity is designed to tell the story of the organisation’s purpose and its transformation towards sustainable growth.

“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,” commented Miguel Veiga-Pestana, SVP Corporate Affairs & Sustainability at the firm.

Rolling out across all of Reckitt’s touchpoints and platforms, the comprehensive rebrand comprises a new name and logo, an evolved colour palette, bespoke typography and photography.

“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,” said Jo Osborn, VP Internal Communications and Corporate Brand.

The company said the new branding will be implemented over a three-year timeline, using the natural replacement cycles of the business to manage the transition in a cost-effective way.

The rebrand also signifies the Slough-based multinational’s return to its British roots, founded as Reckitt and Sons in 1840 when Isaac Reckitt rented a starch mill in Hull. In 1938 Reckitt and Sons merged with J. & J. Colman to become Reckitt & Colman.

Reckitt Benckiser was formed by a merger between Reckitt & Colman and the Dutch company Benckiser in December 1999. The company was branded RB in 2014.