RB states its rebranding as Reckitt. The new brand identity and iconography is said to be built on the company’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. 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,” said Miguel Veiga-Pestana, SVP Corporate Affairs & Sustainability.
The comprehensive rebrand, including a new visual identity is said to be created and overseen by Havas’ branding agency Conran Design Group.
Jo Osborn, VP Internal Communications and Corporate Brand commented, “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.”
Rolling out across all of Reckitt’s touch points and platforms, internal and external, physical and digital, it says to comprise:
• 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.
“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,” noted Thom Newton, CEO, Conran Design Group.
