Logo
In 2009, Reckitt Benckiser revamped its corporate identity to reposition its brand as 'the power behind the Powerbrands'. This saw the launch of a new logo to replace the logo which had been introduced at the time of the Reckitt/Colman merger in 1999. The new logo is a pink kitemark containing the letters 'RB'. The logo is often used with the company's full name Reckitt Benckiser in grey alongside the kitemark logo, using a typeface designed especially for the company
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 Powerbrands'. The identity has been introduced on packaging, and is used on internal and external communications.
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