Colgate brushes up its logo to make us smile

An image from a Colgate advertising campaign that show that Colgate logo with teeth
(Image credit: Colgate)

The toothpaste brand Colgate introduced a new logo a few years ago, adding a smile to its traditional wordmark. But something was missing from the design: teeth. The brand is now putting that right in a new campaign that aims to encourage people to flash their gnashers more often.

The campaign involves multiple logo variations in which the Colgate smile is given teeth in a wide array of forms, including gaps, chips, wonky angles, and braces. There's even an AI image generator that allows customers to create a design based on their own teeth (and that means more than just a subtle logo change).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.