Colgate-Palmolive has unveiled its refreshed corporate global brand identity, created by Design Bridge and Partners, marking a significant milestone in its ongoing transformation as a purpose-driven company, with a continued commitment to innovation, sustainability, and community impact.

Unified under an inspiring new positioning, “Make More Smiles,” Colgate-Palmolive partnered with our New York studio to develop a cohesive visual identity as a call to action for its people to advance its purpose of reimagining a healthier future for all through the brands they build, innovative solutions they create, and communities they serve.

Central to the brand update is a redesigned corporate logo that now features a more vibrant blue — optimised for digital — reflecting the shift from corporate to caring while maintaining the Company’s equity in blue for the corporate brand. The logo incorporates a stylised smile created by the white space bridging the letters “C” and “P”, symbolising the company’s mission to reimagine a healthier future for people, their pets, and the planet.

To truly foster a sense of shared ownership and pride, the internal launch campaign was designed to be an engaging, purpose-driven movement uniting everyone around a shared commitment to caring. We built the campaign identity system from the existing circle elements, combining them to create new images. The visuals demonstrated collected impact and infused celebratory storytelling into the launch.

“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.”

— Dana Bolden, Chief Communications Officer, Colgate-Palmolive