RB has announced this month that it has rebranded as Reckitt. The redevelopment of the corporate identity is a key milestone in the organisation’s ongoing journey of transformation towards sustainable growth. The new brand identity and iconography is more recognisable and is built on the company’s purpose: to protect, heal and nurture in the relentless pursuit of a cleaner, healthier world.
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.”
Rolling out across all of Reckitt’s touchpoints and platforms – internal and external, physical and digital – it comprises:
• A new name and logo – the R at the heart of the symbol stands for unity, strength and relentless pursuit, inspired by Reckitt’s purpose to protect, heal and nurture.
• An evolved colour palette – the highly distinctive and recognisable ‘Energy Pink’ is Reckitt’s primary brand colour, signifying its perpetual energy – while secondary colours 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.
