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Brand Standards2022
Brand StoryBranding is a promise we make to our audience about the quality of ourproduct and the experience of enjoying it.As such, it encompasses more than just a logo or tag line. Everypoint of contact DOLE SOFT SERVE® has with consumers and retailers, fromOur licensor and brand owner, Dole Packaged Foods, LLC, is a leaderSOFT SERVE® brand.DOLE SOFT SERVE® is brought to foodservice operators by Kent Precision Foods Group, Inc.DOLE SOFT SERVE®Brand Promise-2-Brand StandardsDOLE SOFT SERVE® This Brand Guideline is for the U.S. Only
DOLE SOFT SERVE®• You can use DOLE SOFT SERVE® on your store menus and point of sale materials. SOFT SERVE®SOFT SERVE ®• Never refer to DOLE Whip® BRAND VOICE AND TONEDOLE SOFT SERVE®APPROVED DESCRIPTIONS UNACCEPTABLE DESCRIPTIONSfruit, Natural or All Natural IngredientsOrganicDOLE SOFT SERVE®Disney®®Original DOLE WHIP®DOLE Whip®HealthyNatural colorDOLE SOFT SERVE® FLAVORS DOLE SOFT SERVE® Lemon, DOLE SOFT SERVE® Mango, DOLE SOFT SERVE® Pineapple, DOLE SOFT SERVE® Orange, DOLE SOFT SERVE® Raspberry, DOLE SOFT SERVE® Strawberry, DOLE SOFT SERVE® Lime, DOLE SOFT SERVE® Cherry, DOLE SOFT SERVE®SOFT SERVE® Pomegranate DOLE SOFT SERVE® Lemon, Mango, Pineapple, etc.-3-Brand StandardsDOLE SOFT SERVE® This Brand Guideline is for the U.S. Only
WHAT IS THE DOLE SOFT SERVE® SIGNATURE?SOFT SERVE text. This should be used whenever possible.The logo should always appear on white or light screen of less than 5%NOMENCLATURE DOLE SOFT SERVE®Lowercase Dole "L"Clear SpaceFull-Color Leaf Logo1.25" min widthMinimum SpacePM S REFLEX BL UE#0014890/20/137PMS 186 C#C8102E200/16/46PMS 368 C#788E20120/190/32PMS PROCESSYELLOW#F6E500246/229/0DOLE SOFT SERVE® SIGNATURE SOFT SERVE® signature must be applied consistently for all -4-CLEAR SPACE AND MINIMUM SIZE SOFT SERVE® Brand StandardsDOLE SOFT SERVE® This Brand Guideline is for the U.S. Only
DOLE SOFT SERVE®ICONOGRAPHYDOLE SOFT SERVE®DOLE SOFT SERVE® and may appear together or apart. They are not logos and should never replace the DOLE SOFT SERVE® Signature.-5-SINGLE COLOR FOR DOLE TRADEMARKLATOPMS REFLEXBLUE#0014890/20/137BLACKC0M0Y0K100R0G0B0PMS 186 C#C8102E200/16/46ABCDEFGHIJKLMNOPQRSTUVWXYZLato Blakghijklmnopqrstuvwxyz1234567890HEADLINEABCDEFGHIJKLMNOPQRSTUZLato Mediumabcdefghijklmnopqrstuvwxy0BODY COPYBrand StandardsDOLE SOFT SERVE® This Brand Guideline is for the U.S. Only
-6-UNACCEPTABLE SIGNATURE USEThe DOLE SOFT SERVE® logo should be displayed consistently in every circumstance. Below are instances which Do not stretch Do not rotate Do not change the colorsDo not change theinner leaf colorDo not reposion theDole wordmarkDo not reposionthe shadowDo not separate the wordmark or use the elements individually without consentDo not removethe shadowBrand StandardsDOLE SOFT SERVE® This Brand Guideline is for the U.S. Only
COLOR PALETTE + COLOR USAGEThe DOLE SOFT SERVE®It is designed to highlight the DOLE SOFT SERVE®-7-MandarinPantone 1375 C#FF9E1B255/158/27SunshinePantone 116 C#FFCD00255/205/0AvPantone 360 C#6CC24A108/194/74WhiteWhite255/255/255EvergreenPantone 322 C#0073770/115/119SkyPantone 298 C#41B6E665/182/230Brand StandardsDOLE SOFT SERVE® This Brand Guideline is for the U.S. OnlySECONDARY COLOR PALETTE SPOT Pantone 116 C PROCESS C 0, M 20, Y 100, K 0 ONLINE R 255, G 205, B 0 SPOT Pantone 151 CPROCESS C 0, M 49, Y 100, K 0 ONLINE R 255, G 130, B 0 SPOT Pantone 178 C PROCESS C 0, M 65, Y 64, K 0 ONLINE R 255, G 88, B 93SPOT Pantone 676 CPROCESS C 9, M 100, Y 14, K 33ONLINE R 150, G 0, B 81SPOT Pantone 2627 C PROCESS C 85, M 100, Y 6, K 38ONLINE R 60, G 16, B 83SPOT Pantone 7467 CPROCESS C 97, M 0, Y 30, K 0 ONLINE R 0, G 163, B 173SPOT Pantone 396 C PROCESS C 10, M 0, Y 95, K 0 ONLINE R 225, G 224, B 0 SPOT Pantone 7488 CPROCESS C 52, M 0, Y 82, K 0 ONLINE R 120, G 214, B 75SPOT Pantone 124 C PROCESS C 0, M 30, Y 100, K 0 ONLINE R 234, G 170, B 0SPOT Pantone 647 C PROCESS C 19, M 86, Y 17, K 0 ONLINE R 201, G 71, B 134 PREFERRED COLOR PALETTESPOT Pantone1805 C PROCESS C 21, M 97, Y 90, K 12 ONLINE R 178, G 41, B 46
LEGAL LINEInclude the following legal line in legible type on all DOLE SOFT SERVE® other Dole marks are registered trademarks of Dole Packaged Foods, LLC and Dole Asia Holdings Pte. Ltd. and used under license.that the piece is published.No use of the DOLE SOFT SERVE® registered trade mark on printed names, labeling, packaging, shipping containers or other materials, business cartons, or permanent wrapping.PHOTOGRAPHY• dishes, either with or without toppings. • Fresh fruit may be used as a garnish or a topping, 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® -8-Brand StandardsDOLE SOFT SERVE® This Brand Guideline is for the U.S. Only
-9-DOLE SOFT SERVE® COLOR SPECIFICATIONSIn order to maintain color consistency when showing images of DOLE SOFT SERVE® in cones or cups, the following color Brand StandardsDOLE SOFT SERVE® This Brand Guideline is for the U.S. OnlyLemon FlavorC 4, M 4, Y 27, K 0Mango FlavorC 2, M 7, Y 37, K 0Pineapple FlavorC 4, M 5, Y 28, K 0Orange FlavorC 4, M 13, Y 38, K 0Strawberry FlavorC 2, M 26, Y 7, K 0Raspberry FlavorC 8, M 25, Y 13, K 0Lime FlavorC 18, M 0, Y 32, K 0Cherry FlavorC 13, M 71, Y 53, K 1Watermelon FlavorC 4, M 22, Y 3, K 0Pomegranate FlavorC 22, M 90, Y 74, K 0
-10-PRODUCT USAGESOFT SERVE® is acceptable. Example of menu board statement – DOLE SOFT SERVE® topped with Rum. Not acceptable• Mixing alcohol, or any other liquid that is not water to the DOLE SOFT SERVE® mix• Combining any other liquid that is not water into the DOLE SOFT SERVE® mix • Using the DOLE SOFT SERVE® mix as an ingredientDOLE SOFT SERVE®LOGO AND SIGNATURE USAGENo use of the DOLE SOFT SERVE®packaging, shipping containers or other materials, business documents, invoices,PROMOTIONAL USAGE®MENU BOARD USAGEOn menu boards if DOLE SOFT SERVE®acceptable DOLE SOFT SERVE®Brand StandardsDOLE SOFT SERVE® This Brand Guideline is for the U.S. Only