Everyone deserves a future they can smile about
Brand personality
Colgate toothpaste is reformulated with MFP fluoride to fight cavities, & Ultrabright whitening toothpaste is launched
The Champion of
Colgate designs the first-of-its-kind recyclable toothpaste tube
Brand personality
Colgate 2in1 toothpaste is introduced combining the cavity prevention of toothpaste with the breath freshening of mouthwash. Colgate Actibrush battery powered toothbrush is introduced
Present in over
Colgate begins selling toothpaste in jars
Colgate Sensitive Pro-Relief toothpaste is launched using proprietary Pro-Argin technology for instant, lasting sensitivity relief
Colgate 360º Sonic Power battery toothbrush is introduced
Creating breakthroughs in oral care technology...
200
With our contagious energy and positivity, we inspire and empower people to be the hero of their own lives.
Today we are the world's most widely used brand
Established over 200 years ago, Colgate is one of the world’s longest-standing global brands.
An important philosophy that helps us reject
1896
Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral Pharmaceuticals
2019
As leaders, we're tirelessly pursuing our vision for brighter futures by innovating the most technologically advanced oral care and making it accessible to all.
Latest work
countries
1992
in a time when the world feels tense and the future uncertain.
%
Colgate introduces 1st oral rinse (mouthwash) to effectively prevent tartar buildup
2000
Colgate launches Optic White Platinum High Impact White toothpaste, whitening teeth up to four shades brighter
With development of a new process to control gengivitis, Colgate Total is first marketed
Introduction of Colgate Wisp, a portable minitoothbrush that can be used without water
Brand/marketing assets
Optic White brand is launched with the first toothpaste formula to contain nonaqueous hydrogen peroxide, a professionally recommended whitening agent
Brand/marketing assets
Colgate Ribbon Dental Cream is introduced in a collapsible tube
Actions & Products
2007
'corrosive pessimism'
1806
The company is founded by William Colgate
2010
Colgate is the first brand to receive the American Dental Association’s Seal of Approval on Colgate Ribbon Dental Cream
Introduction of Colgate 360º manual toothbrush
Colgate champions
Reaching over
Brand resources
1972
Your helpful guide to the Colgate brand and how it comes to life
We're warm, generous and committed to improving the world. Care fuels everything we do.
inspiring you to change your world for the better
We’ve created a unique brand personality along with distinctive character traits to help express this.
Our personality
Our rallying cry
It's important that we keep acting in the heroic way people have come to expect. Because..
For further details, please download our full brand guidelines document.
Actions & Products
1930
1972
Brand history
Our history
BIG-HEARTED
Our brand belief
1 billion people
1968
Welcome to the Colgate brand experience center
Our Brand
Hover on each milestone on the timeline to learn more.
Tone of voice
1968
Optimism
2019
Actions & Products
2016
2000
of homes globally
1873
2010
2007
Caring for people's oral health in over
COURAGEOUS
2009
1873
1806
2011
1930
2004
Optimism in Action
UP NEXT
Brand history
with our Bright Smiles, Bright Futures education program
Creative ingredients
1987
UPLIFTING
BEX guidelines
2004
BEX guidelines
Full creative toolbox
2016
1987
1992
Full creative toolbox
2009
2011
1896
Actions and Products
Optimistic Action
Save water campaign
1
Make outstanding oral care accessible to all
...because CDC makes teeth strong from within
Confident beauty
Optimism as a smile and an outlook
Functional Benefit
Live a healthier life…
Optimistic Action
Functional Benefit
2
Our Brand
...because Magik Toothbrush makes learning how to brush fun for kids
Optimistic Action
Bite into life pain-free...
We now need to be the Champion of Optimism in the way we look and the way we sound
Digital enabled 24/7 access to oral health information & care
...because Optic is proven to visibly whiten teeth
Be ready to connect anytime anywhere...
Latest work
An optimistic action
Healthier you
Champion Water Conservation
100% recyclable packaging
Champion Every Smile
UP NEXT
As a brand, we help people everywhere put their optimism into action through:
Brand purpose model
Functional Benefit
Open up and connect to others...
Strong starts
Full creative toolbox
BEX guidelines
Confident beauty
Functional Benefit
Make a conscious choice...
Tone of voice
Strong strats
Tone of voice
Optimistic Action
Optimistic Action
For further details, please download our full brand guidelines document.
Leverage BSBF to reach the underserved
Healthier you
Tone of voice
Functional Benefit
Live your values...
Brand purpose model
All of our elements -- the tension we help people resolve, the belief we hold, our brand idea and our personality all come together in our Colgate
The actions we take
We reduce the environmental impact of oral care by designing products without waste and encouraging water conservation
How it is empowered by the functional benefit of the product
Optimism as a force that causes action to optimize lives
Improve your healthy habits…
...because ecause Colgate E1 empowers healthier brushing for a clean you can feel
Brand Purpose Model
BEX guidelines
From
Functional Benefit
...because CSPR relieves sensitive teeth
optimism into action
Be the #1 partner for parents to build habits
Functional Benefit
Functional Benefit
...because Maxfresh Wisp cleans teeth and freshens breath on the go
Creative ingredients
The actions we take
Select Product Pillar
Aim for 0% virgin plastic in toothbrushes
Champion Zero Waste
We strive for universal access to oral care and spark healthy habits that last a lifetime.
The actions we take
Optimistic Action
Powerful Repair
Expand offering of ‘water-saving’ products
The products we make
Empower everyone to master their oral health
Start a healthy habit for life...
Holistic wellness
To
Functional Benefit
...because Total builds mouth health every day
Let your uniqueness shine through...
The products we make
Optimistic Action
Brand strategy
Actions & Products
Functional Benefit
Lead public health policy change
Powerful repair
Fresh experiences
Reveal your inner strength…
...because our products contain everything you need and nothing you don't
As a brand, we take actions and create products that help people everywhere put their
The products we make
Strive for Zero waste in every product
Each sub-brand now has a positioning statement composed of
Brand resources
Brand strategy
Fresh experiences
Optimistic Action
...because Plax gives you exhilerating freshness
Optimistic Action
Brand/marketing assets
optimism into action
Full creative toolbox
Optimistic Action
Holistic wellness
Brand/marketing assets
...because Bamboo Charcoal Soft Tootbrush is 100% natural and biodegradable
Our tone of voice
UPLIFTING
Our 6 top writing tips:
Tone of voice
We want everyone to have the Colgate experience wherever they interact with us. This means we need to use our tone of voice consistently to express our personality everywhere we show up.
In action
4
Our Brand
COURAGEOUS
Show confidence by using the active voice (‘Brush your teeth’) instead of the passive (‘Teeth should be brushed’).
Introduction
BIG-HEARTED
We have multiple brand activities and product types, but whenever you’re writing on behalf of Colgate, you should always use the masterbrand tone of voice.
Our verbal principles
Focus on the positives. If you have to write about something negative, highlight the solutions.
EVERYONE DESERVES A FUTURE THEY CAN SMILE ABOUT
Latest work
Because the smallest actions make the biggest difference
Creative ingredients
Brand/marketing assets
Introduction
Brand/marketing assets
Sentence case headlines
In action
All caps headlines
Colgate’s tone of voice is born from our masterbrand personality, the Champion of Optimism. We’ve translated our personality into verbal principles—use them as a sense check in everything you write.
Use conversational phrases to show encouragement, like ‘We believe in you’.
1
6
Brush. Whiten. Go!
Our tone of voice in action
Use simple words that everyone willunderstand.
All caps headlines
means we’re visionary, confident and impactful.
UP NEXT
Verbal principles
Help give a healthier smile to a child in need.
means we’re warm, caring and personal.
Actions & Products
3
Creative ingredients
Writing tips
means we’re positive, encouraging and fresh.
Creative ingredients
BEX guidelines
2
Brand resources
For further details, please download our full brand guidelines document.
Everyone deserves a future they can smile about
Writing tips
5
Demonstrate expertise and explain why people should do things.
Address your reader as ‘you’. Avoid the third person. (Unless you’re writing a press release.)
Everyone deserves a future they can smile about
Full creative toolbox
EVERYONE DESERVES A FUTURE THEY CAN SMILE ABOUT
What we say is powerful, but we don’t need to shout. So remember to use sentence case when writing headlines and body copy.
Verbal principles
BEX guidelines
Full creative toolbox
Our creative ingredients
Brand/marketing assets
Colors
When relevant, you can use the Smile Icon as a part of an illustration, but remember to keep it simple and only use once.
Photography and live action
Strong stats
Typography
Art direction
CAPTURING WARMTH
Our Brand
Confident beauty
Powerful repair
We build
NURDLE DETAIL
1
Brand/marketing assets
Art direction
DOWNLOAD SUB-BRAND PDF
Logos
Our illustrations are fun and witty, and our bold graphic style makes them quick to understand. The clean, rounded style is inspired by flowing toothpaste, just like our Colagte Wordmark. You can see the little flicks at the end of most shapes we draw.
Brand resources
SEASONAL COLORS
How to use the Smile Icon
DOWNLOAD PHOTOGRAPHY PDF
PRODUCTS WE MAKE
used in
We aim to capture ‘Optimism in Action’ in our imagery. Our four simple steps will help you take orchoose the perfect Colgate photograph.
white whenever possible.
PRIMARY COLORS
CAPTURING ACTION
We believe that everyone deserves a future they can smile about. The Smile Icon is a powerful representation of this idea. The Smile Icon originates from the Colgate Smile Logo and we use it as a shorthand for our brand. But we use it only once we have established our presence through the use of our logos and other brand assets first.
Logos
When you place the Smile icon over photography, think about position and standout.
Colgate Smile Badge
We’ve built a special Smile Glyph into the Colgate Ready font. You can use it instead of writing out the word ‘smile’.
DOWNLOAD SMILE ICON PDF
2
DOWNLOAD TYPOGRAPHY PDF
3
DOWNLOAD PHOTOGRAPHY PDF
For further details, please download our full brand guidelines document.
PRODUCTS WE MAKE
UP NEXT
Brand resources
Transforming into a physical brand asset
DOWNLOAD Illustration PDF
Colgate Ready is our unique brand typeface and acts as an immediately recognizable identifier for our brand. It’s sharp, dynamic and easily legible. We use it for all Colgate communications, including our sub-brands.
meaning into the Smile Icon in four ways:
Latest work
Typography
DOWNLOAD TYPOGRAPHY PDF
Transforming into a physical brand asset
Our Smile Icon should be
Tone of voice
Actions & Products
CAPTURING THE COLGATE SMILE
PRIMARY COLORS
Combining with photography
Color
Here are the key brand assets that comprise our visual brand identity.
Introduction
Colgate Smile Logo
Illustration
SECONDARY COLORS
We have two different ways to present our brand:
Here is how we elevate brand initiatives and product benefits using art directed photography. Learn more about our brand activation through
Actions & Products
Art direction
Sub-brand lock-up
Fresh experiences
DOWNLOAD COLOR PDF
Using as a glyph
Full creative toolbox
BEX guidelines
Illustration
ACTIONS WE TAKE
Smile icon
Color
BEX guidelines
CAPTURING RED
Illustration
Holistic wellness
The sub-brand lock-up system is designed to let Colgate proudly lead. The sub-brand lock-ups are primarily used in the retail environment, e-commerce and as a consistent branding device for video content.
SECONDARY COLORS
Our smile forms the background of our visual identity system. Explore creative ways to use it in any 3D project, like physical spaces, sculptural installations, product design, and more.
Typography
(off pack only)
SEASONAL COLORS
Smile icon
Colgate is primarily a red and white brand. These colors are as uplifting and big-hearted as we are, and their balance makes us unmistakably Colgate. Our accent palette really comes into its own on social media, illustrations and animations, keeping us fresh and engaging across all channels.
Our smile forms the background of our visual identity system. Explore creative ways to use it in any 3D project, like physical spaces, sculptural installations, product design, and more.
Logos
Nurdles—the pointy flicks—are integral to our illustration style. Apply them with care and consideration. Try to find moments where a shape naturally lends itself to ‘nurdlefication’—don’t force it.
Creative ingredients
Brand resources
Full creative toolbox
Smile Icon
Introduction
4
5
DOWNLOAD SUB-BRAND PDF
Integrating in illustrations
DOWNLOAD COLOR PDF
Healthier you
ACTIONS WE TAKE
DOWNLOAD Illustration PDF
DOWNLOAD SMILE ICON PDF
Font library
Tone of voice
Actions & Products
DOWNLOAD LOGO SUITE
Brand resources
BEX guidelines
Illustration library
DOWNLOAD COLOR SWATCHES
Our Brand
Illustration library
Smile assets
Color swatches
Includes Cavity Protection, MaxFresh, Optic White, Sensitive, and Total.
DOWNLOAD ILLUSTRATION LIBRARY
Creative ingredients
Includes our Colgate Smile Logo, Colgate Smile Badge, and Smile Icon.
Here is our guidance to using photography across Colgate touch points.
DOWNLOAD SMILE ASSETS
Colgate Smile Logo
Our brand
Images you can purchase
DOWNLOAD SUB BRAND LOGOS
Full creative toolbox
BEX guidelines
DOWNLOAD COLGATE READY
Latest work
Full creative toolbox
Smile assets
The complete font family of Colgate Ready, which includes Extra Light, Light, Regular, Bold, and Heavy.
Master logos
Color swatches
For further details, please download our full brand guidelines document.
Image library
Includes smile icon and smile graphic system.
UP NEXT
Master Logos
Brand resources
Our growing library of nurdle illustrations, including our preferred and secondary styles.
Sub brand (off pack only)
Font library
DOWNLOAD COLGATE READY
Master logos
Includes Colgate Red, White, Colgate Ruby, Colgate Orange, Colgate Teal, and Colgate Gray 4.
Image library
This library includes key brand assets that are used in the Colgate brand. Please refer to our Brand Expression Guide before using any of our assets.
DOWNLOAD SUB BRAND LOGOS
Sub-brand
DOWNLOAD LOGO SUITE
Smile assets
Image library
Color swatches
Images you can purchase
Font library
Sub-brand
Illustration library
Brand/marketing assets
DOWNLOAD COLOR SWATCHES
Our brand
Colgate Smile Badge
Brand/marketing assets
DOWNLOAD SMILE ASSETS
DOWNLOAD ILLUSTRATION LIBRARY
Brand resources
Latest work
Confident beauty
Strong stats
Master logos
Actions & Products
Smile assets
PRODUCTS WE MAKE
Illustration library
Color swatches
Sub-brand
BEX guidelines
BEX guidelines
Full creative toolbox
Creative ingredients
Full creative toolbox
Tone of voice
Font library
Our Brand
Actions & Products
Healthier you
Brand resources
Latest work
Master logos
Fresh experiences
Powerful repair
Holistic wellness
Sub-brand
Here is how we elevate brand initiatives and product benefits using art directed photography. Learn more about our brand activation through
Font library
ACTIONS WE TAKE
Image library
Smile assets
Creative ingredients
Image library
Illustration library
Brand/marketing assets
Color swatches
Brand/marketing assets
Actions & Products
For further details, please download our full brand guidelines document.
Tone of voice
Brand resources
Our Brand
Brand resources
Photography and live action
UP NEXT
