Dole Brand Refresh
Dole introduced a new brand trademark that harkens to the gifts the earth and sky provide, according to the company. While the new trademark remains consistent with its 160-year heritage, a new holding shape takes its form from a simple leaf — one of nature's most unique creations. In addition, Dole introduced a new brand tagline: "Powering You." This tagline is designed to clearly and simply define the inspirational mission of Dole. The brand update process will proceed on a rolling basis as existing inventories expire, and will be completed in 2019.