Reckitt Benckiser launches new global identity

Reckitt Benckiser, having undertaken a complete rebranding exercise, has launched a new global identity, in an attempt to help differentiate the company in an increasingly competitive marketplace.
 The new branding will, for the very first time, see “RB” being introduced alongside Reckitt Benckiser, a move aimed at simplifying the pronunciation of the company on an international basis.
 The new logo has been created by branding agency The Workroom, and is said to be inspired by a sports kite, which “epitomises the personality and brand values of the company, reflecting its performance, vigour and inherent entrepreneurial culture – the evolution of Reckitt Benckiser through the 180 years of its history.”
Chander Mohan Sethi, chairman and MD, Reckitt Benckiser India said, “Reckitt Benckiser is a brand with a rich heritage and an exciting future. It is an organization with innovative business driven by energy and performance, harnessed to drive success. Our brand essence has always been driven in delivering exceptional quality products so it better reflects how we do things. The new logo will represent our spirit and passion for how we carry our business and what we plan to achieve”.
The new branding will also appear on product packaging across the portfolio. 
“Our new identity is designed to be the outward manifestation of the proposition we offer our employees and customers. It’s another step forward on Reckitt Benckiser’s amazing journey,” Sethi added.