Reckitt Benckiser unveils new logo

LONDON - Reckitt Benckiser is overhauling its corporate identity to raise its profile and position it as 'The power behind the power brands'.

New Reckitt Benckiser logo
New Reckitt Benckiser logo

Its old text logo, which was introduced on a temporary basis at the time of the Reckitt/Coleman merger in 1999, will be replaced by a pink kite device containing the letters 'rb'.

The new logo, created by branding agency The Workroom, was inspired by a sports kite and is intended to reflect the 'loud, confident personalities of its power brands'. 

The identity will be introduced gradually on packaging, and used on internal and external communications.

However, a Reckitt Benckiser spokeswoman said that, unlike rival Unilever, it would not be introducing its brand logo to its advertising.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published