Colgate Palmolive
Make More Smiles
The Challenge:
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Reimagining the Colgate-Palmolive brand identity to create a more vibrant, engaging, and human centered presence. The objective was to evolve the brand beyond its traditional corporate image, infusing it with warmth, personality, and emotional resonance. This transformation positions the brand as not only a trusted household name, but also an iconic and relatable part of everyday life. One that connects more authentically with modern consumers while maintaining its legacy of reliability and care.
Drivers for this rebrand included:
Modernisation
The previous logo was stuck in the past and wasn’t representative of the innovative work the company is doing every day to reimagine healthier futures for all this rebrand shifted perception from toothpaste brand to innovative health company, contemporising the corporate logo and brand for future generations.
Cohesion
We leveraged a narrative and visual identity to unify the company and create new content for storytelling. Providing unity for all employees and driving cohesion and consistency across all internal and external communications.
Old to New logo animation
Zoom:
Colgate-Palmolive (CP) logo animation
This animation was designed to create a seamless and expressive transition between the legacy and updated Colgate-Palmolive (CP) logo, symbolising both continuity and evolution within the brand. Rather than presenting the change as a static replacement, the transformation unfolds in a single, fluid motion visually bridging the past and present to reinforce brand consistency while highlighting progression.
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At the core of the animation is the morphing of the internal “pill” shape positioned within the counter of the letterforms into the distinctive smile now associated with the updated identity. This transformation is intentionally exaggerated, allowing the two letters of “CP” to momentarily read as cheeks, forming a warm, human-like expression. The resulting dimple-like effect enhances the sense of personality and approachability, aligning with the broader objective of making the brand feel more human and emotionally engaging.
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By resolving into the final logo with clarity and confidence, the animation not only introduces the new identity but also reinforces its key visual metaphor the smile as a central and memorable brand asset.
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Other brand world
animated assets:
Team:
Design Bridge and Partners
Brand Refresh
Development of Brand Assets
Final character development
Visual identity system shapes
Simplified to abstract shapes and adding colour
Type:
- Brand redesign
- Motion design
- Illustration
Old to New logo animation older developments:
Intro logo animation older developments:
Clients chosen option compared to my choice:
The client ultimately selected a more restrained animation approach, opting for a subtle ripple and upward reveal of the wordmark to ensure maximum clarity and immediate legibility for their audience. This direction prioritises simplicity and accessibility, aligning with the need for a clean and easily digestible brand transition.
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In contrast, my proposed concept explored a typographic morph between the old and new wordmarks. This approach was intended to create a more distinctive and engaging transformation, drawing attention to the nuanced changes in the letterforms. By animating the evolution of the typography itself, the transition becomes not just a reveal, but a storytelling moment emphasising the refinement and design progression inherent in the updated identity.
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