Dole Food Company is the world’s largest producer of fruit and vegetables with a team of growers, packers, processors, shippers, and employees. What was once a local company Founded in Hawaii in 1851, today Dole can be found within 90 countries with over 300 products. Dole Foods is committed to supplying the finest, high-quality products while becoming the leading industry leader in nutritional research and education. Dole is a founding member of the National 5 A Day For – Better Health Program and is the produce industry leader in developing technology-based nutrition education programs for children.

While Consumers are aware of Dole’s commitment to quality, many are unaware of their nutritional research and educational outreach initiatives; a struggle that has become noticeable through a missed attempt of their current redesigned logo. Placing the Dole logo within a skewed green leaf does not necessarily portray freshness.

In actuality, it has become an oh too familiar, and overkill trend were companies use a leaf to symbolize freshness. This kind of design lacks originality and brand diversification, which Dole has established for themselves. Merely looking at the redesigned logo, it becomes evident that there is no hierarchical structure. The leaf’s color resembles Kermit, the frog which is— unsuccessfully supporting Dole’s iconic red, blue, and yellow color scheme.

Dole’s fascinating history in Hawaii is an attractive one that played a crucial part in my redesign. Dole’s logo has become very iconic within the fruit and vegetable industry. It is easily recognizable by millions. I sense that Dole hadn’t considered how large the company would become, a growth that has left behind indispensable elements of its origin story from Hawaii.

My logo redesign polishes the old logo, keeping its most iconic characteristics of the Dole sunshine and color scheme. However, these aspects were updated through a new typeface and a more calming, welcoming shades of blue and red. Adding more weight to the font helps add a more cohesive balance to all elements used within the logo. Finally, the Dole sunshine acts as a gestalt, symbolizing both a burst of sunshine and a pineapple slice.

Dole Food Company is the world’s largest producer of fruit and vegetables with a team of growers, packers, processors, shippers, and employees. What was once a local company Founded in Hawaii in 1851, today Dole can be found within 90 countries with over 300 products. Dole Foods is committed to supplying the finest, high-quality products while becoming the leading industry leader in nutritional research and education. Dole is a founding member of the National 5 A Day For – Better Health Program and is the produce industry leader in developing technology-based nutrition education programs for children.

While Consumers are aware of Dole’s commitment to quality, many are unaware of their nutritional research and educational outreach initiatives; a struggle that has become noticeable through a missed attempt of their current redesigned logo. Placing the Dole logo within a skewed green leaf does not necessarily portray freshness.

In actuality, it has become an oh too familiar, and overkill trend were companies use a leaf to symbolize freshness. This kind of design lacks originality and brand diversification, which Dole has established for themselves. Merely looking at the redesigned logo, it becomes evident that there is no hierarchical structure. The leaf’s color resembles Kermit, the frog which is— unsuccessfully supporting Dole’s iconic red, blue, and yellow color scheme.

Dole’s fascinating history in Hawaii is an attractive one that played a crucial part in my redesign. Dole’s logo has become very iconic within the fruit and vegetable industry. It is easily recognizable by millions. I sense that Dole hadn’t considered how large the company would become, a growth that has left behind indispensable elements of its origin story from Hawaii.

My logo redesign polishes the old logo, keeping its most iconic characteristics of the Dole sunshine and color scheme. However, these aspects were updated through a new typeface and a more calming, welcoming shades of blue and red. Adding more weight to the font helps add a more cohesive balance to all elements used within the logo. Finally, the Dole sunshine acts as a gestalt, symbolizing both a burst of sunshine and a pineapple