Colgate-Palmolive has unveiled a new corporate brand platform. The rebrand featuring a new logo and tagline — “Make More Smiles” — to support a positioning of reimagining a healthier future for people, their pets, and the planet. Key elements of the rebrand include a new logo, with more vibrant blue and adds a symbolic smile in the white space between the letters “C” and “P”; a tagline that serves both as an external message and an internal rallying cry for employees.; and a more flexible color palette that includes shades of green and coral to reflect its various product categories.
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New York-based creative agency Design Bridge and Partners redesigned the logo, while the tagline and introductory video representations were handled by the strategy firm Bindery. The platform, “Make More Smiles,” introduces a unified identity system, messaging framework, and storytelling toolkit designed to work across global regions and audiences—from employees and recruits to retail partners and consumers. A brand film and modular video suite spotlight the company’s commitments to belonging, health, and progress.
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