On March 23, 2021, RB—the company behind Lysol, Air Wick, Calgon, Cillit Bang, Clearasil, Dettol, Durex, Enfamil, Finish, Gaviscon, Harpic, Mortein, Mucinex, Nurofen,
Nutramigen, Strepsils, Vanish, Veet, Woolite, etc.—announced that it has rebranded as Reckitt.
According to the company, the redevelopment of the corporate identity is a key milestone in the organization’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.
Reckitt was created in 1999 when multinational consumer goods company Reckitt & Colman merged with Dutch company Benckiser.
The comprehensive rebrand, including a new visual identity, was created and overseen by
Havas’ branding agency Conran Design Group. Rolling out across all of Reckitt’s touchpoints and platforms—internal and external, physical and digital—and comprises:
- 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 recognisable ‘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.
- Custom 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.
The implementation of the new brand will be delivered over a three-year timeline.