Our team set out to create a visual identity and visual expression for Colgate Total that brings the brand’s preventative expertise to life. The new visual identity blends the brand’s legacy elements with modern, dynamic visuals. The refreshed logo expresses active prevention with a sense of fluidity, sweeping through the mouth for continuous protection. Retaining the iconic gold logotype, a key differentiator, preserves its premium standing. Wave-like textures, DNA strands, and rays emphasize the science behind prevention, with the rays of protection encircling the Total wordmark. The circular symbol remains central, representing complete care, while a modernized rainbow spectrum highlights our product’s multi-benefit approach. A crisp white canvas underscores science and expert codes, complemented with vibrant red accents that reinforce a sense of trust and authority.

The new look touches every aspect of the Colgate Total brand experience, extending across all brand touchpoints—from toothpaste, toothbrushes, and mouthwash to social, digital, and in-store experiences. With a revitalized visual identity and cohesive global strategy, the new Colgate Total stands as the clear leader in preventative oral care.