Dole Food Co. has refreshed its logo and brand identity.

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; and
• Refinement of true nature-based color and texture pallets and font typography.

In addition to the new logo, Dole is also introducing a new brand tagline, “Powering You.”

“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,” says Xavier Roussel, Dole’s vice president of marketing and sustainability. “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.”