Colgate-Palmolive gives its brand a minty-fresh makeover

Global FMCG giant Colgate-Palmolive has rolled out a refreshed corporate identity, putting a more literal spin on its mission to “Make more smiles”, now also its new corporate tagline.

The update includes a redesigned logo in a more vibrant shade of blue, with a curved white space between the “c” and “p” intended to resemble a smile.

In a statement, the global FMCG giant said the new visual reflects its purpose as a “caring, innovative growth company” focused on creating a healthier future for people, pets and the planet.

Don't miss: Colgate taps K-pop icon IU for star power and sparkle

The visual refresh also includes a modernised corporate colour palette, standardised graphic elements, and an updated approach to photography, iconography and digital use.

While the new identity pays homage to the company’s legacy, dating back to 1806, it aims to better reflect its current positioning and long-term commitments.

The rebrand is now live on Colgate-Palmolive’s US corporate website and global social channels including LinkedIn, Instagram, and TikTok. A phased rollout will follow across internal and external brand touchpoints, including facility signage, packaging, reports and recruitment materials.

Colgate-Palmolive's fresh look was also tied together with its latest "Make more smiles" corporate film, which leads with the opening line: "What's in a smile? To us, everything that matters in this world". The brand shared that the new tagline is a call to action for Colgate-Palmolive's people and staff to advance its purpose of reimagining a healthier future for all through its various brands, the innovative solutions it creates and the communities it serves.

Colgate-Palmolive’s portfolio spans oral care, personal care, home care and pet nutrition products across over 200 markets. According to the company, the Colgate brand is “found in more homes than any other,” making the smile motif a strategic play in aligning corporate and consumer-facing brand cues.

“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 and CEO at Colgate-Palmolive.

He added, "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.”

In tandem, Dana Bolden, chief communications officer at Colgate-Palmolive said, "Leading companies communicate with clarity, consistency and confidence. Not just in what they say, but in how they show up. We believe this new brand identity works well in digital formats and will become a recognizable symbol of our purpose to Colgate-Palmolive people and other stakeholders we care about.” 

The corporate refresh follows Colgate’s recent collaboration with South Korean singer and actress IU, who fronts a campaign for its “Optic white purple” toothpaste. Running across Singapore, Malaysia, the Philippines, Indonesia and Hong Kong, the campaign features IU endorsing the variant as her personal “beauty hack” and “the secret” to her whiter smile.

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