RB (Reckitt Benckiser) is rebranding itself to be simply known as Reckitt. The move includes the introduction of a new logo with the British firm saying its revamped brand identity and iconography is more recognisable and builds on the company’s purpose to “protect, heal and nurture in the relentless pursuit of a cleaner, healthier world”.
The company changed from its Reckitt & Colman name to become Reckitt Benckiser when it merged with the Dutch group Benckiser in 1999. It then shortened this to ‘RB’ in 2014.
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 rollout of the new branding, which began this week, will take place over three years across all platforms internally and externally and in both physical and digital domains.
The listed entity will still retain its corporate name of Reckitt Benckiser Group.
The company delivered its strongest ever sales growth last year as the pandemic drove demand for its cleaning and hygiene products.
