Dole Unveils Redesigned Logo

The DOLE logo is redesigned. The bright yellow sunburst is chosen as research shows it signifies freshness, quality, wholesomeness and good tasting products. The DOLE brand enjoys 98% world wide recognition.

In today’s marketplace, which is full of loud health claims and promises, decentralized marketing communications and product management left Dole facing increased competition from both food and non-food brands. Product packaging across the shelves screamed health and nutrition facts by using things like illustrated tabs, banners, and seals. As the leading fruits and vegetables company, Dole needed to find an optimal way to communicate health and nutritional messaging that would be encompassing and appropriate for all divisions.