Dole Soft Serve

📋 1 Guidelines

🔗 Connections

Sector

Food

Region

Usa

Guideline Year

2020

Language

English

Tags

Food beverage

Official Websites

Brand Guidelines

2020

Brand Summary

Mission
  • To help operators make a fruitful profit from our better-for-you treats and to promise quality and a positive experience to consumers and retailers at every point of contact.
Core Values
  • quality
  • better-for-you
  • consistency
  • approachability
  • fun
Target Audience
  • Foodservice operators, consumers seeking better-for-you frozen treats, and retailers in the U.S.
Personality Traits
  • fun
  • approachable
  • true-to-fruit
  • on-trend
Visual Identity Overview
  • The visual identity features vibrant, playful colors, a signature logo with a sunburst and stylized text, pastel and tropical imagery, and consistent use of the Lato typeface. The brand emphasizes fresh, colorful visuals and clear logo usage guidelines.

Categories

Brand Voice
  • DOLE SOFT SERVE® is a true-to-fruit frozen treat with on-trend attributes that consumers seek.
  • APPROVED DESCRIPTIONS: Fruit flavored (or mango-flavored, pineapple-flavored, etc.), Vegan, Dairy-free, Lactose-free, Gluten-free, Cholesterol-free, Fat-free, Made without artificial colors, Convenient (for operators), DOLE SOFT SERVE®, Better-for-you, No artificial color
  • UNACCEPTABLE DESCRIPTIONS: With, contains, or made with real or fresh fruit, Natural or All Natural Ingredients, Organic, Made without artificial flavors, Ready-to-use (RTU), Disney® DOLE Whip®, Original DOLE WHIP®, DOLE Whip®, Healthy, Natural color
  • Never refer to or use Disney or its properties, which are trademarked, in connection to DOLE Whip®
  • Never refer to DOLE Whip®
Brand Imagery
  • Perfect, tropical-colored swirls can be shown in cones or dishes, either with or without toppings.
  • Fresh fruit may be used as a garnish or a topping, provided it is clear the soft serve itself doesn’t contain real fruit.
  • Backgrounds and environments should be light, airy, and neutral to showcase the colors of DOLE SOFT SERVE®.
  • In order to maintain color consistency when showing images of DOLE SOFT SERVE® in cones or cups, the following color guide has been created to help you match the color of the images to that of the finished product.
Color Palette
  • The DOLE SOFT SERVE® color palette has been thoughtfully created as a playful take on the Dole Brand color palette. It is designed to highlight the DOLE SOFT SERVE® signature while also offering an array of choices that help convey our fun and approachable brand personality. Please use only the color palette and the color formulas as specified in this document when designing communication materials for both print and electronic media.
  • PREFERRED COLOR PALETTE Mandarin Pantone 1375 C #FF9E1B 255/158/27 Sunshine Pantone 116 C #FFCD00 255/205/0 White Pantone 322 C 255/255/255 #007377 0/115/119 Avocado Pantone 360 C #6CC24A 108/194/74 Sky Pantone 298 C #41B6E6 65/182/230 Evergreen Pantone 322 C #007377 0/115/119
  • SECONDARY COLOR PALETTE Pantone 116C C 0, M 20, Y 100, K 0 R 255, G 205, B 0 Pantone 151 C C 0, M 49, Y 100, K 0 R255,G130,B0 Pantone 178 C C 0, M 65, Y 64, K 0 R 255, G 88, B 93 Pantone 676 C C 9, M 100, Y 14, K 33 R 150, G 0, B 81 Pantone 2627 C C 85, M 100, Y 6, K 38 R 60, G 16, B 83 Pantone 7467 C C 97, M 0, Y 30, K 0 R 0, G 163, B 173 Pantone 396 C C 10, M 0, Y 95, K 0 R 225, G 224, B 0 Pantone 7488 C C 52, M 0, Y 82, K 0 R 120, G 214, B 75 Pantone 124 C C 0, M 30, Y 100, K 0 R 234, G 170, B 0 Pantone 647 C C 19, M 86, Y 17, K 0 R 201,G 71, B 134
  • COLOR SPECIFICATIONS In order to maintain color consistency when showing images of DOLE SOFT SERVE® in cones or cups, the following color guide has been created to help you match the color of the images to that of the finished product.
  • Lemon Flavor C 4, M 4, Y 27, K 0 Mango Flavor C 2, M 7, Y 37, K 0 Pineapple Flavor C 4, M 5, Y 28, K 0 Orange Flavor C 4, M 13, Y 38, K 0 Watermelon Flavor C 4, M 22, Y 3, K 0 Cherry Flavor C 13, M 71, Y 53, K 1 Strawberry Flavor C 2, M 26, Y 7, K 0 Raspberry Flavor C 8, M 25, Y 13, K 0 Lime Flavor C 18, M 0, Y 32, K 0
  • Please use only the color palette and the color formulas as specified in this document when designing communication materials for both print and electronic media.
Typography
  • Dole’s primary typeface is Lato. While we use a variety of weights to allow for greater flexibility in various communications, Lato Black and Lato Medium should be given priority for headlines and body copy, respectively.
  • HEADLINE Lato Black ABCDEFGHIJKLMNOPQRSTUVWXYZ
  • abcdefg hijklmnopqrstuvwxyz
  • 1234567890 BODY COPY Lato Medium
  • ABCDEFGH IJKLM NOPQRSTUVWXYZ
  • a bcdefghij kl mno pq rstuvwxyz
  • 1234567890
Logo Usage
  • A key element to reinforce brand recognition and trust, the DOLE SOFT SERVE® signature must be applied consistently for all marketing collateral. The signature artwork should never be redrawn or altered in any way.
  • The full-color Dole word mark paired—or “locked up”—with the stylized SOFT SERVE text. This should be used whenever possible.
  • Official Name: DOLE SOFT SERVE®
  • The logo should always appear on white or light screen of less than 5%
  • To maintain the logo’s integrity, keep a minimum amount of clear space around its perimeter. This space is determined by at least the height of the lowercase “L’’ in any proportion the logo is used. The DOLE SOFT SERVE® logo can’t be smaller than 1.25” (31.8mm).
  • The DOLE SOFT SERVE® logo should be displayed consistently in every circumstance. Below are instances which take the trademark out of acceptable and consistent usage. ALWAYS use the logo in its intended form.
  • Do not stretch
  • Do not rotate
  • Do not change the colors
  • Do not change the inner leaf color
  • Do not reposition the Dole wordmark
  • Do not remove the shadow
  • Do not reposition the shadow
  • Do not separate the wordmark or use the elements individually
  • No use of the DOLE marks on printed advertising (ie. Post cards, flyers etc.), permanent signage, billboards, commercials, store front, store names, labeling, packaging, shipping containers or other materials, business documents, invoices, stationery, sweepstakes, drawings, giveaways, labels, cartons, or permanent wrapping that has not been previously approved in writing by Dole Packaged Foods.
Tone And Messaging
  • Branding is a promise we make to our audience about the quality of our product and the experience of enjoying it.
  • As such, it encompasses more than just a logo or tag line. Every point of contact DOLE SOFT SERVE® has with consumers and retailers, from packaging to menu listings sends a message about who and what we are.
  • DOLE SOFT SERVE® Brand Standards This Brand Guideline is for the U.S. Only BRAND VOICE AND TONE
  • DOLE SOFT SERVE® is a true-to-fruit frozen treat with on-trend attributes that consumers seek.
  • APPROVED DESCRIPTIONS: Fruit flavored (or mango-flavored, pineapple-flavored, etc.), Vegan, Dairy-free, Lactose-free, Gluten-free, Cholesterol-free, Fat-free, Made without artificial colors, Convenient (for operators), DOLE SOFT SERVE®, Better-for-you, No artificial color
  • UNACCEPTABLE DESCRIPTIONS: With, contains, or made with real or fresh fruit, Natural or All Natural Ingredients, Organic, Made without artificial flavors, Ready-to-use (RTU), Disney® DOLE Whip®, Original DOLE WHIP®, DOLE Whip®, Healthy, Natural color
  • Never refer to or use Disney or its properties, which are trademarked, in connection to DOLE Whip®
  • Never refer to DOLE Whip®
Brand Values
  • Branding is a promise we make to our audience about the quality of our product and the experience of enjoying it.
  • As such, it encompasses more than just a logo or tag line. Every point of contact DOLE SOFT SERVE® has with consumers and retailers, from packaging to menu listings sends a message about who and what we are.
  • Our licensor and brand owner, Dole Packaged Foods, LLC, is a leader in sourcing, processing, distributing and marketing packaged fruit products and better-for-you treats throughout the world. Dole’s products are an essential and delicious part of most people’s day. This is the light the Dole brand shines, which defines our DOLE SOFT SERVE* brand.
  • DOLE SOFT SERVE® Brand Promise To help operators make a fruitful profit from our better-for-you treats.
  • DOLE SOFT SERVE® is a true-to-fruit frozen treat with on-trend attributes that consumers seek.
  • APPROVED DESCRIPTIONS Fruit flavored (or mango-flavored, pineapple-flavored, etc.) Vegan, Dairy-free, Lactose-free, Gluten-free, Cholesterol-free, Fat-free, Made without artificial colors Convenient (for operators) DOLE SOFT SERVE® Better-for-you No artificial color
  • UNACCEPTABLE DESCRIPTIONS With, contains, or made with real or fresh fruit, Natural or All Natural Ingredients Organic Made without artificial flavors Ready-to-use (RTU) Disney® DOLE Whip® Original DOLE WHIP® DOLE Whip® Healthy Natural color
Visual Style
  • The signature artwork should never be redrawn or altered in any way.
  • The logo should always appear on white or light screen of less than 5%.
  • To maintain the logo’s integrity, keep a minimum amount of clear space around its perimeter. This space is determined by at least the height of the lowercase “L’’ in any proportion the logo is used.
  • The DOLE SOFT SERVE® logo can’t be smaller than 1.25” (31.8mm).
  • PMS REFLEX BLUE #001489 0/20/137 PMS 186C #C8102E 200/16/46 PMS 368 C #788E20 120/190/32
Iconography
  • DOLE SOFT SERVE® has unique better-for-you and manufacturing qualities, as illustrated by the icons below. These icons may be used as a design element to highlight specific characteristics of DOLE SOFT SERVE® and may appear together or apart. They are not logos and should never replace the DOLE SOFT SERVE® Signature.
Layout And Composition
  • A key element to reinforce brand recognition and trust, the DOLE SOFT SERVE® signature must be applied consistently for all marketing collateral. The signature artwork should never be redrawn or altered in any way.
  • The full-color Dole word mark paired—or “locked up”—with the stylized SOFT SERVE text. This should be used whenever possible.
  • The logo should always appear on white or light screen of less than 5%
  • To maintain the logo’s integrity, keep a minimum amount of clear space around its perimeter. This space is determined by at least the height of the lowercase “L’’ in any proportion the logo is used. The DOLE SOFT SERVE® logo can’t be smaller than 1.25” (31.8mm).
Photography Style
  • PHOTOGRAPHY • Perfect, tropical-colored swirls can be shown in cones or dishes, either with or without toppings. • Fresh fruit may be used as a garnish or a topping, provided it is clear the soft serve itself doesn’t contain real fruit. • Backgrounds and environments should be light, airy, and neutral to showcase the colors of DOLE SOFT SERVE®. Access the complete DOLE SOFT SERVE® photo library: 1) Visit DoleSoftServe.com 2) Select “Operator POS” from the left navigation 3) Enter your login credentials as prompted
🐛 Report