( Dole Food Co. )

Dole Food Co., Westlake Village, Calif., has unveiled a new logo and brand identity for all company products, including salads and other items from Dole Fresh Vegetables.

The 160-year-old company also has a new tagline, “Powering You.”

According to a news release, the new visual identity reflects:

  • Dole’s values, focusing on freshness, transparency and responsibility;
  • A new logo treatment “inspired by nature and its earth-given benefits;” and
  • The vibrant character attributes surrounding the Dole brand.

“The refreshed Dole trademark evolves from living in the fresh air and harkens to the gifts the earth and sky provide,” according to the release. “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.”

The Powering You tagline defines the inspirational mission of Dole, according to the release, not only referring to the natural fuel Dole products provide, but also empowering consumers as they choose to eat healthy and improve their lifestyles, according to the release.

“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 in the release. “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 logos are already appearing on Dole fresh fruit and vegetable packaging.

The brand update will continue as existing packaging supplies are used, and will become complete in 2019, according to the news release.

Submitted by Brandon on Wed, 10/17/2018 - 13:32

The muted green thing doesn't blend with the richness of the red, yellow, and blue logo at all and the gradient looks terrible. Also, logos should never include a slogan. It just clutters it up. This rebrand is in the same boat as the Gap and Arby's rebrands we'd all like to forget.

Submitted by Laura on Mon, 10/29/2018 - 14:49

I agree. The shape of the logo also doesn't match the style of the letters. They basically just put the original logo on top of a leaf. I hope they didn't pay much for this. Whoever designed this should have left the logo alone.

In reply to by Brandon (not verified)