Reckitt Benckiser Rebrands As Reckitt, Unveils New Logo
Reckitt Benckiser, the parent company of Air Wick, Clearasil, Dettol, Durex, Enfa, Veet and Strepsils among others has announced a large-scale rebrand and the new brand name, Reckitt.
Conran Design Group, Havas’ branding agency led the way in creating the all-new identity, Branding in Asia reports.
“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,” Miguel Veiga-Pestana, SVP Corporate Affairs & Sustainability.
The rebrand includes the new name, a new logo, a transformed color palette and all-new 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.
Reckitt dates back centuries and saw record sales during the pandemic.
“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,” added Thom Newton, CEO, Conran Design Group.