The mark consists of a white background with the word "Colgate" in white, stylized font superimposed on a red panel; the phrase "anticavity fluoride and antigingivitis toothpaste" appear underneath the word "Colgate"; the phrase "for whole mouth health" appears underneath the red panel in blue, stylized font. "Total" appears in yellow font with a blue outline, and is surrounded with an oval arrow design in a spectrum of colors beginning at the arrow head in red and continuing to the end in the colors yellow, green, blue, and red; the arrow points to a stylized yellow clock with a white face. Beneath the spectrum design and to the right are the words "advanced whitening" in all white caps inside a blue rectangle. All elements are outlined by a thin blue border.