Branding Guidelines. Evocative Expression The summary of ▇▇▇▇’▇ aspiration Statement of Differentiation What we promise consumers Audience Who we are addressing Audience Messages Key benefits of the brand experience Make Every Day Shine Time seems to move faster every day. And making the most of life means you’re feeling ever young. Dole is in the business of rejuvenation. And nothing under the sun rejuvenates like fruits and vegetables. As the planet’s biggest natural produce provider, ▇▇▇▇’▇ products provide the nutrients and vigor people need to shine with a healthy glow, whether they’re young or just young at heart. No one knows more than Dole about the real, revitalizing effects of healthy foods and a healthy lifestyle. So Dole shares that knowledge and experience with easy-to-understand nutrition information and exercise plans, the tools for a healthy lifestyle—and everyone benefits. Eat Dole. Feel ▇▇▇▇▇. Shine. Consumers Be healthy. Eat Dole. Shine. (For Archetypes) We have the healthy natural products that you know are good for you. Eating right is an important part of your life, and Dole provides the wholesome foods you love. (For Desperately Tryings) We’ll help you find foods that are good for you, easy and fun. We know that it’s not easy to change your habits. Our products and programs will make it easier for you and your family to feel great, inside and out. Trade and Trade Press Retail, Food Services Happy customers = healthy bottom line. We can help you make a healthy profitfromgood-for-you/better-for- you. We have programs that you can tailor to your needs and that will help you take advantage of the healthy opportunity. We share our knowledge with you and your consumers. The information we share with you and your customers will make them smarter and more engaged shoppers. We’re creating demand. Because we understand what consumers are looking for, we spot trends and put new products, new ingredients and new concepts on the shelf before others do. We’re a big player in this market. We have the breadth and depth of expertise to act as a national lifestyle brand. Outside Experts Doctors, Nutritionists, Co-brand Partners, Consumer Press We’re helping people learn how to make the right choices. We know how to simplify the complex research findings and scientific knowledge that often intimidates our customers. We create products and programs that make it easier to eat right. Our tools and communication materials are helping people discover that good-for-you can be easy, fun and family friendly. We’re a leader in health and nutrition. We conduct surveys and participate in research to ensure that we always know the latest in nutritional research and lifestyle trends. Employees We’re unified behind a single promise. As a leader in the most important trend in the food category, we’re projecting one brand—and one promise—to our customers and partners while maintaining our freedom to operate independently. We’re rejuvenating our brand image. We’re not changing what Dole stands for or how we work. We are changing the way we talk about the impact we have on people’s lives. We’re reinforcing our commitment to our people. We’re proud that the products and programs we offer help everyone from our employees and partners to our customers. Continued on next page Release 2 03.22.13
Appears in 1 contract
Branding Guidelines. Evocative Expression The summary of ▇▇▇▇’▇ aspiration Statement of Differentiation What we promise consumers Audience Who we are addressing Audience Messages Key benefits Reasons to Believe Supporting features of the brand experience Make Every Day Shine Time seems Brand Attributes What we stand for Consumers We offer you more ways to move faster every dayachieve a healthy life, and more products that contribute to your good health and vitality. And making the most of life means you’re feeling ever young. Dole is in the business of rejuvenation. And nothing under the sun rejuvenates like fruits and vegetables. As the planet’s biggest natural produce provider, The ▇▇▇▇’▇ products provide Nutrition Institute provides easily accessible information about nutrition, health and the nutrients and vigor people need to shine with a healthy glow, whether they’re young or just young at heartrole that food choices play in your overall well-being. No one knows more than You can find the Dole about the real, revitalizing effects of healthy foods and a healthy lifestyle. So Dole shares that knowledge and experience with easy-to-understand nutrition information and exercise plans, the tools for a healthy lifestyle—and everyone benefits. Eat Dole. Feel ▇▇▇▇▇. Shine. Consumers Be healthy. Eat Dole. Shine. (For Archetypes) We have the healthy natural products that you know are good for youtrust right where you shop—organics,family-friendlyfoods,both fresh and convenient choices. Eating right is an important part of your life, We’re committed to feeding you more than healthy foods—we support you with recipes and Dole provides the wholesome foods you love. (For Desperately Tryings) We’ll help you find foods innovative ideas that are good for you, easy and fun. We know that it’s not make it easy to change your habitsshine. Our products and programs will make it easier for you and your family to feel great, inside and out. Rejuvenating Natural Innovative Vital Trade and Trade Press Retail, Food Services Happy customers = healthy bottom lineWe farm more and produce more than anyone else to meet the demand for our products. We can help you make a healthy profitfromgood-for-you/better-for- youConsumers believe in our products, which results in sales and repeat customers. We have programs that best-in-class distribution, so you can tailor to your needs and that will help you take advantage of the healthy opportunity. We share our knowledge with you and your consumers. The information we share with you and your customers will make them smarter and more engaged shoppers. We’re creating demand. Because we understand what consumers are looking for, we spot trends and put new products, new ingredients and new concepts count on the shelf before others do. We’re a big player in this market. We have the breadth and depth of expertise to act us as a national lifestyle brandone-stop supplier for a broad range of healthy options. Outside Experts Doctors, Nutritionists, Co-brand Partners, Consumer Press We’re helping We walk the talk: The ▇▇▇▇ Nutrition Institute provides research and information to promote health and help prevent disease. The California Wellbeing Institute is an integrated lifestyle center that combines science and rejuvenation to transform lives. Dole is a trusted partner. We make it easier for people learn how to make the right choices. We know how choices to simplify the complex research findings and scientific knowledge that often intimidates our customers. We create products and programs that make it easier to eat right. Our tools and communication materials are helping people discover that good-for-you can be easy, fun and family friendly. We’re a leader in health and nutrition. We conduct surveys and participate in research to ensure that we always know the latest in nutritional research and lifestyle trendssupport their vital health. Employees We’re unified behind a single promisededicated to leading the way in our industry, and we support all of our employees in their efforts to contribute to that goal. As We stand for something good. You can be proud to work for a leader in that is building positive relationships with consumers, thought leaders and employees all over the most important trend in the food category, world. We embrace progress and we’re projecting one brand—continually working to achieve more, deliver more and one promise—to learn more. Dole is a vital workplace brimming with energy and with people who embody our customers and partners while maintaining our freedom to operate independentlyhealthy beliefs. We’re rejuvenating our brand image. We’re not changing what Dole stands for or how we work. We are changing the way we talk about the impact we have on people’s lives. We’re reinforcing our commitment to our people. We’re proud that the products and programs we offer help everyone from our employees and partners to our customers. Continued on next page Release 2 03.22.13 2.0 Signature Release 2 03.22.13
2.1 Signature Elements of the Dole Signature A consistent combination of visual elements makes our signature unique: the Dole Sunburst, the Dole Wordmark and the Dole Signature Bar. The Dole signature Always reproduce the signature using the digital artwork provided. This artwork should never be redrawn or altered in any way. Dole Sunburst Dole Wordmark Dole Signature Bar Release 2 03.22.13 2.2 Signature Signature Variations In the past, individual signature lockups for specific Dole divisions have been used. However, the Dole signature as presented here will be sufficient for representing all Dole legal entitities. Dole divisions may be referenced in text only, and not in a signature lockup. Full-color version The full-color Dole signature is the primary version and should be used whenever possible. This version should always appear on white, or on very light screens of less than 5%. One-color spot version The one-color spot version should be used when color stations are limited. This version should always appear on white, or on very light screens of less than 5%. Black version When reproducing the signature in a grayscale application, use the black version. Full-color version One-color spot version Black version Release 2 03.22.13
Appears in 1 contract