Arm & Hammer's Slogans & Taglines

Arm & Hammer is a registered trademark of Church & Dwight, a major American manufacturer of household products, with a heritage stretching back to 1846. Founded by John Dwight and Austin Church, it began as John Dwight and Company, producing sodium bicarbonate in their kitchen. The iconic Arm & Hammer logo—depicting a muscular arm holding a hammer, representing Vulcan, the Roman god of fire and metalworking—was adopted in the 1860s by James A. Church, son of Austin Church. In 1886, the Church and Co. baking soda line merged with John Dwight's Cow Brand to form The Church & Dwight Company. For over a century, the brand sold only baking soda and washing soda, but in the 1970s it began expanding into toothpaste, laundry detergent, deodorant, and cat litter, leveraging baking soda's natural deodorising power. Its enduring original slogan, "The Standard of Purity," and its modern promise "More Power To You" reflect a philosophy of versatile, effective, and accessible household care. Today, Arm & Hammer remains a symbol of American ingenuity, multi-purpose cleaning innovation, and the enduring belief that one simple ingredient can transform a home.