World’s most recognized produce brand evokes farm freshness in its evolved logo
WESTLAKE VILLAGE, Calif.-Monday 15 October 2018 [ AETOS Wire ]
(BUSINESS WIRE) --
Dole Food Company announced today the launch of a refreshed logo and
brand identity for the iconic 160-year old produce company.
Dole
strives to more thoughtfully connect and understand consumers, and
their preferences and desires when it comes to shopping for fresh
produce. Insights gained through this discovery process have helped
influence the development decisions of this robust reimaging of the DOLE
Brand.
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. 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 also introducing a new brand tagline. The “Powering You” tagline
clearly and simply defines the inspirational mission of Dole. The line
does not just reference the natural, wholesome fuel our products
provide, but is also meant to empower individuals as they embrace their
personal quests to eat healthy and improve their lifestyles.
“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,” stated Xavier Roussel, Vice President of Marketing and
Sustainability. “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.
About Dole Food Company
Dole
Food Company, Inc., is one of the world’s largest producers and
marketers of high-quality fresh fruit and fresh vegetables. Dole is an
industry leader in many of the products it sells, as well as in
nutrition education. For more information, please visit www.dole.com.
This press release features multimedia. View the full release here: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=51882458&lang=en
Contacts
US Contact:
Dole Food Company
William Goldfield
+1-818-874-4647
william.goldfield@dole.com
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