Brand StandardsSEPTEMBER 2020Brand 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, frompackaging to menu listings sends a message about who and what we are.Our licensor and brand owner, Dole Packaged Foods, LLC, is a leaderin sourcing, processing, distributing and marketing packaged fruit products andbetter-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® is brought to foodservice operators by Kent Precision Foods Group, Inc.DOLE SOFT SERVE®Brand PromiseTo help operators make a fruitful profit from ourbetter-for-you treats.-2-Brand StandardsDOLE SOFT SERVE® This Brand Guideline is for the U.S. OnlyDOLE SOFT SERVE ®• You can use DOLE SOFT SERVE® on your store menus and point of sale materials.• The trademark designation should be used as set forth: • 1st mention: DOLE SOFT SERVE® • Subsequent mentions: DOLE SOFT SERVE• Never refer to or use Disney or its properties, which are trademarked, in connection to DOLE Whip®• Never refer to DOLE Whip® BRAND VOICE AND TONEDOLE SOFT SERVE® is a true-to-fruit frozen treat with on-trend attributes that consumers seek.APPROVED DESCRIPTIONSUNACCEPTABLE DESCRIPTIONSWith, contains, or made with real or fresh fruit, Natural or All Natural IngredientsFruit flavored (or mango-flavored, pineapple-flavored, etc.)Vegan, Dairy-free, Lactose-free, Gluten-free, Cholesterol-free, Fat-free, Made without artificial colorsOrganicMade without artificial flavorsConvenient (for operators)Ready-to-use (RTU)DOLE SOFT SERVE®Disney® DOLE Whip®Original DOLE WHIP®DOLE Whip®Better-for-youHealthyNo artificial colorNatural colorDOLE SOFT SERVE ® FLAVORSWhen listing flavors on a menu, the preferred ways are listed below:1) 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® Watermelon2) DOLE SOFT SERVE® Lemon, Mango, Pineapple, etc.-3-Brand StandardsDOLE SOFT SERVE® This Brand Guideline is for the U.S. OnlyWHAT IS THE DOLE SOFT SERVE ® SIGNATURE?The full-color Dole word mark paired—or “locked up”—with the stylized SOFT SERVE text. This should be used whenever possible.FULL-COLOR LEAF LOGOThe logo should always appear on white or light screen of less than 5%NOMENCLATUREOfficial Name: DOLE SOFT SERVE®Lowercase Dole "L"Clear SpaceFull-Color Leaf Logo1.25" min widthMinimum SpacePMS REFLEX BLUE#0014890/20/137PMS 186 C#C8102E200/16/46PMS 368 C#788E20120/190/32PMS PROCESSYELLOW#F6E500246/229/0DOLE SOFT SERVE ® SIGNA...
