United States – Colgate-Palmolive has introduced a refreshed corporate brand identity and new tagline, marking a significant milestone in its ongoing transformation as a purpose-driven company. The move reflects the company’s evolution and continued commitment to innovation, sustainability, and community impact.
Central to the brand update is a redesigned corporate logo that now features a more vibrant shade of blue. The logo incorporates a stylized smile created by the white space bridging the letters “C” and “P”, symbolizing the company’s mission to reimagine a healthier future for people, their pets, and the planet. The company’s new tagline, “Make More Smiles,” serves as a call to action for employees to advance this purpose through their work.
“For Colgate-Palmolive People, our purpose to reimagine a healthier future for all is our North Star, and our new logo and tagline is an expression of that commitment,” said Noel Wallace, chairman, president & CEO at Colgate-Palmolive. “As a 219-year-old Company, we continuously evolve and grow, while staying true to who we are. Our new corporate identity strengthens the connection between our brand, our purpose and our people.”
Founded in 1806 as a soap and candle business in New York City, Colgate-Palmolive has grown into a global consumer goods giant, with its Oral Care, Personal Care, Home Care, and Pet Nutrition brands available in more than 200 countries and territories. The new branding pays homage to this long-standing legacy, retaining familiar elements from its historical logo while introducing a modernized look optimized for digital platforms.
“Leading companies communicate with clarity, consistency and confidence. Not just in what they say, but in how they show up,” said Dana Bolden, chief communications officer at Colgate-Palmolive. “We believe this new brand identity works well in digital formats and will become a recognisable symbol of our purpose to Colgate-Palmolive People and other stakeholders we care about.”
The brand refresh is rolling out across key digital and physical touchpoints. A redesigned U.S. corporate website is now live, along with updated content on global social media channels including LinkedIn, Instagram, YouTube, and TikTok. Over time, the new branding will be phased in across office signage, corporate communications, customer presentations, reports, and product packaging to ensure a smooth transition.
It is worth noting that Colgate, one of the iconic brands under Colgate-Palmolive, rolled out its sonic identity back in 2021. Done alongside MassiveMusic, the agency shared that ‘Optimism’ has been Colgate’s core value, never leaving the sight of its campaigns through the years, and it was crucial that the audio embodies it and sounds like it.
