October 18, 2018

Dole refreshes brand, logo

Dole Food Company launched a refreshed logo and brand identity for the 160-year-old produce company.

The new visual identity reflects:

  • Dole’s values as an organization around freshness, transparency and responsibility
  • An evolution in the logo treatment inspired by nature and its earth-given benefits
  • A new visual representation of the vibrant character attributes surrounding the DOLE Brand
  • Refinement of true nature-based color and texture pallets and font typography

The refreshed DOLE Trademark evolves from living in the fresh air and harkens to the gifts the earth and sky provide, the company said. And while the DOLE Trademark remains consistent to its heritage, the new holding shape takes its form from a simple leaf — one of nature’s most unique creations.

In addition to the new visual treatment, Dole is introducing a new brand tagline. The “Powering You” tagline defines the mission of Dole.

“We have grown and evolved over the years, and we have refreshed our brand to reflect who we are today and where we see ourselves heading in the future,” Xavier Roussel, vice president of marketing and sustainability, said. “This new look for us reinforces Dole’s brand position as the premium supplier of farm-fresh fruits and vegetables grown and delivered from around the world to your table at the peak of quality, freshness and taste.”

The new brand visuals have already begun to enter the marketplace for Dole’s fresh fruit and vegetable packaging and collateral materials. The brand update process will continue on a rolling basis as existing inventories expire and will complete in 2019.

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8 hours ago  ·