The Rebrand That Didn’t Break the Internet: Colgate-Palmolive’s New Look

Colgate-Palmolive quietly launched a new logo

Turns out not all logo launches need to break the internet. Cracker Barrel’s rebrand got the pitchforks. Colgate-Palmolive’s snuck under the radar. It's less controversial for sure, but definitely smarter.

Loving:
• The new smiling pictorial mark. Such a simple, human detail, and perfectly aligned with their “Make More Smiles” tagline.
• The shift from ALL CAPS to Title Case. It feels friendlier, less corporate, and more approachable.
• The brighter blue leans digital-first, making it versatile across web, app icons, and small formats.

What I would change:
• The typography feels a little too safe. Functional, yes, but with a brand this iconic, they could have pushed for something more distinctive.
• On packaging or big shelf displays, the subtlety risks blending in. Stronger typographic personality would help with retail presence.

But honestly? It works. The smile is clever in that "why didn't I think of it" way. It connects purpose to brand identity and will age well.

So what do we think? Brilliant restraint or playing it safe?