Dole Brand Refresh

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Dole Brand Refresh

The 160-year-old produce company unveiled a refreshed logo and brand identity.
New Dole Food Co. logo

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.