Colgate-Palmolive Unveils New Corporate Identity with Purpose-Driven Tagline: “Make More Smiles”

Colgate-Palmolive, the global leader in consumer health and hygiene products, has revealed a refreshed corporate brand identity along with a new tagline — “Make More Smiles” — capturing its renewed commitment to fostering well-being and optimism across the world. This transformation reflects the company’s evolving vision of being a “caring, innovative growth company reimagining a healthier future for all.” The updated visual identity includes a more vibrant shade of blue and a redesigned logo where the white space between the letters “C” and “P” subtly forms a smile — a powerful symbol of positivity, care, and human connection.

The new tagline, “Make More Smiles,” is more than a brand line — it’s a rallying cry for employees and partners alike to create meaningful impact through purposeful brands, breakthrough innovation, and community-driven initiatives.

This rebranding marks a new chapter in Colgate-Palmolive’s legacy, reinforcing its dedication to making the world a healthier, brighter place — one smile at a time.

Noel Wallace, Chairman, President & Chief Executive Officer, stated, “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. As a 219-year-old Company, we continuously evolve and grow, while staying true to who we are.”

What began in 1806 as a modest soap and candle venture has evolved into Colgate-Palmolive—a global leader with a presence in over 200 countries and products trusted by millions of households. Now, as the company continues to chart its future, it unveils a revitalized corporate identity that pays homage to its enduring legacy while embracing a bold, purpose-driven future.

The refreshed identity introduces a contemporary visual language that aligns with the company’s modern mission. The updated color palette has been optimized for the digital age, ensuring clarity, vibrancy, and consistency across platforms. A phased rollout of the new branding is currently underway across all touchpoints, including the corporate website, social media channels, office environments, and product packaging.

Dana Bolden, Chief Communications Officer, emphasized the importance of delivering a unified and forward-looking message: “The new brand identity is designed to resonate in digital spaces and stand as a recognizable symbol of our purpose.”

Already live on Colgate-Palmolive’s U.S. corporate website and global social media platforms, the refreshed branding signals a clear commitment — to innovation, to its people, and to creating a healthier, brighter future for all.