Reckitt Benckiser Rebrands as Reckitt to Reflect Widespread Usage

Reckitt Benckiser (RB), the maker of Dettol soap and Lizol disinfectant, is rebranding itself as Reckitt. The company called the move 'a key milestone' towards sustainable growth.

Veiga-Pestana, Senior Vice President, Corporate Affairs and Sustainability, Reckitt, said, “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.”

The British consumer healthcare maker said that the rebrand has been created and overseen by Havas’ branding agency, Conran Design Group. The rebranding will include the new name and logo, an evolved color palette, bespoke typography, and photography. 

Jo Osborn, Vice President, Internal Communications and Corporate Brand, Reckitt, stated, “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 comprehensive rebrand will be rolled out across all of Reckitt’s touchpoints and platforms, internal and external, physical and digital.

Thom Newton, CEO, Conran Design Group, added, “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.”