THE WHAT? Reckitt Benckiser has announced that it has rebranded as Reckitt. The redevelopment of the corporate identity was hailed as a key milestone in the company’s ongoing journey of transformation towards sustainable growth.

THE DETAILS The new brand identity and iconography, which was designed by Conran Design Group, is intended to be more recognisable and said to represent the company’s purpose: to protect, heal and nurture in the pursuit of a cleaner, healthier world.

The rebrand comprises a new name and logo, evolved color palette, bespoke typography and new photography. The implementation of the new brand will be delivered over a three-year timeline, using the natural replacement cycles of the business to remain cost-effective.

THE WHY? Miguel Veiga-Pestana, SVP Corporate Affairs & Sustainability, comments, “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.”