The Colgate Palmolive company, founded in 1806 as a candle and soap shop and now best known for its personal care products, has updated its logo.
The CP design has been in use since 1953. The update has turned the negative space between the two letters into a positive smile, reinforcing the company’s new strapline, “Make More Smiles.” The new design also uses a brighter blue. The complete palette includes three shades of blue, a light and a dark green, a pinkish-beige, red, and black.
The wordmark is now in a friendlier caps and lowercase style; it has also lost its more aggressive forward-leaning cant. The new face is open and affable; the round, bubble-like o’s are appropriate for a company that sells many soap and toothpaste products.
