As longstanding companies decide how to show up in the digital age, Colgate-Palmolive (CP) wants to lead with purpose by making its brand identity an at-a-glance representation of its legacy as a caring, innovative growth company that is reimagining a healthier future for all.
With almost 220 years in business and brands across oral care, personal care, home care, and pet nutrition—its Colgate brand is found in more homes than any other—Colgate-Palmolive recently unveiled a refreshed corporate logo and tagline to “Make More Smiles.” The subtle yet impactful updates provide a strong visual representation and reminder of the company’s purpose, while connecting its historic legacy with a future focused on health and innovation.
Connecting visual identity to purpose
Research shows that when grounded in strategy and purpose, an update of a company’s brand can strengthen stakeholder connections and help open new growth opportunities. Authenticity and purpose are meaningful for consumers, as seen in a consumer survey where 58% said that to keep their trust, it was important for a brand to offer a relevant set of beliefs and values.
A company’s visual identity should not only effectively convey who it is but what it stands for, so that key stakeholders—including employees, recruits, consumers, customers, partners, and investors—can clearly identify the enterprise and its purpose.
Colgate-Palmolive’s new logo, which integrates a smile into the legacy CP, was designed to communicate the company’s commitment to reimagining a healthier future for all, as it creates science-backed essential health and hygiene products that give people more reasons to smile.
The refresh also helps the company show up confidently and consistently in the digital era, with an expanded and modernized color palette, a stacked logo option for increased legibility across omnichannel touchpoints, and compelling animations for digital applications.
“Best-in-class 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, Colgate-Palmolive. “Our refreshed corporate brand honors our past, reflects our present, and inspires our future.”
This refresh is just one way Colgate-Palmolive is working to maintain trust, grow its legacy, and continue to create a meaningful impact through its purpose, people, programs, and products.
Strengthening culture and connections
The new logo is resonating with audiences as a representation of the company’s enduring caring culture, a beacon in a constantly changing world.
In surveys with a cross section of global senior leaders and North America-based employees, 99% of respondents agreed that the new logo made them proud to work at the company, and 98.2% agreed that the new tagline effectively supports the company’s purpose. Likewise, in a broadcast announcing the relaunch to CP employees, 98.5% of surveyed respondents, consisting of employees around the world, agreed that the new brand made them feel proud to work at Colgate-Palmolive.
These results affirm that the refreshed brand is resonating, strengthening company pride and reinforcing Colgate-Palmolive’s commitment to its purpose.
“Many legacy companies across industries are reexamining how they show up in this new digital era. What may seem like a simple cosmetic change has proven to be the right move at the right time,” added Bolden. “Our clearer, more purpose-driven corporate brand identity will help deepen the pride of our people, create a greater sense of inclusion, and further strengthen our corporate values.”
Heritage companies must adapt with intention, and purpose-led organizations are in a position to strengthen trust with existing consumers and gain the trust of new consumers. Colgate-Palmolive is proactively evolving to better showcase its enduring commitment to being a caring, innovative growth company reimagining a healthier future for all people, their pets, and the planet.
Explore Colgate-Palmolive’s new brand identity. For more about this journey and how Colgate-Palmolive makes more smiles, visit www.colgatepalmolive.com and follow along on LinkedIn, Instagram, and YouTube.
Note: This content was created by Colgate-Palmolive.