New Delhi, Mar 23 (IANS): RB, the makers of Dettol, Durex and Vanish, announced on Tuesday that it has rebranded as Reckitt.

The company said the redevelopment of the corporate identity is a key milestone in the organisation's ongoing journey of transformation towards sustainable growth. The new brand identity and iconography is more recognisable and is built on the company's purpose: To protect, heal and nurture in the relentless pursuit of a cleaner, healthier world.

Miguel Veiga-Pestana, SVP, Corporate Affairs and Sustainability, 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."

Commenting on the new identity, Jo Osborn, VP, Internal Communications and Corporate Brand, said: "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 implementation of the new brand will be delivered over a three-year timeline, using the natural replacement cycles of the business to manage an impactful transition in a cost-effective way.

Commenting on the brand redesign, Thom Newton, CEO, Conran Design Group, said: "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."