Leafy refresh for Dole

The Dole Food Company is known for both food preserves and fresh greens, but has recently started emphasising the latter. Last week, it announced a refreshed logo to appear more natural.

The familiar Dole logo was designed by Landor Associates and launched in 1985. This redesign doesn't really touch the main logo, rather they just put it in a leafy holding shape. As such, this isn't a major redesign, but Dole still apparently felt the new highlight it.

"Previous" logo.

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. - Press release

While a press release announcing the new logo was released on October 15, it appears a variation of it has been in use on packaging at least since February this year. It will be completely rolled out during 2019.




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