Refrigeratedtransporter 3429 Dole Food Company Logo Expanded

Dole Food Company launches new logo, brand tagline

Oct. 19, 2018
See how produce company Dole has reimaged itself with a new logo and brand tagline.

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

The company 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 development decisions of this reimaging of the brand.

Reflected in the new visual identity are:

•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 brand.

•Refinement of true nature-based color and texture pallets and font typography.

The refreshed trademark evolves from living in the fresh air and harkens to the gifts the earth and sky provide. While the 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.

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.

Access www.dole.com to learn more.

Sponsored Recommendations

Reducing CSA Violations & Increasing Safety With Advanced Trailer Telematics

Keep the roads safer with advanced trailer telematics. In this whitepaper, see how you can gain insights that lead to increased safety and reduced roadside incidents—keeping drivers...

80% Fewer Towable Accidents - 10 Key Strategies

After installing grille guards on all of their Class 8 trucks, a major Midwest fleet reported they had reduced their number of towable accidents by 80% post installation – including...

Proactive Fleet Safety: A Guide to Improved Efficiency and Profitability

Each year, carriers lose around 32.6 billion vehicle hours as a result of weather-related congestion. Discover how to shift from reactive to proactive, improve efficiency, and...

Tackling the Tech Shortage: Lessons in Recruiting Talent and Reducing Turnover

Discover innovative strategies for recruiting and retaining tech talent in the trucking industry during this informative webinar, where experts will share insights on competitive...

Voice your opinion!

To join the conversation, and become an exclusive member of FleetOwner, create an account today!