Dole Brand Book

Dole plc (previously named Dole Food Company and Standard Fruit Company) is an Irish agricultural multinational corporation headquartered in Dublin, Ireland. The company is among the world's largest producers of fruit and vegetables, operating with 38,500 full-time and seasonal employees who supply some 300 products in 75 countries. Dole reported 2021 revenues of $6.5 billion.

Brand Standards SEPTEMBER 2020

DOLE SOFT SERVE® Brand Standards This Brand Guideline is for the U.S. Only Brand Story 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® is brought to foodservice operators by Kent Precision Foods Group, Inc. DOLE SOFT SERVE® Brand Promise To help operators make a fruitful proﬁt from our better-for-you treats. -2-

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 UNACCEPTABLE DESCRIPTIONS Fruit ﬂavored (or mango-ﬂavored, With, contains, or made with real or fresh pineapple-ﬂavored, etc.) fruit, Natural or All Natural Ingredients Vegan, Dairy-free, Lactose-free, Organic Gluten-free, Cholesterol-free, Fat-free, Made without artiﬁcial ﬂavors Made without artiﬁcial colors Convenient (for operators) Ready-to-use (RTU) DOLE SOFT SERVE® Disney® DOLE Whip® Original DOLE WHIP® DOLE Whip® Better-for-you Healthy No artiﬁcial color Natural color DOLE SOFT SERVE® FLAVORS When 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® Watermelon 2) DOLE SOFT SERVE® Lemon, Mango, Pineapple, etc. DOLE 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® -3-

DOLE SOFT SERVE® Brand Standards This Brand Guideline is for the U.S. Only DOLE SOFT SERVE® SIGNATURE 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. WHAT 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. NOMENCLATURE Oﬃcial Name: DOLE SOFT SERVE® FULL-COLOR LEAF LOGO The logo should always appear on white or light screen of less than 5% PMS REFLEX PMS PROCESS BLUE PMS 186 C YELLOW PMS 368 C #001489 #C8102E #F6E500 #788E20 0/20/137 200/16/46 246/229/0 120/190/32 Full-Color Leaf Logo CLEAR SPACE AND MINIMUM SIZE 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). Clear Space Minimum Space Lowercase Dole "L" 1.25" min width -4-

DOLE SOFT SERVE® Brand Standards This Brand Guideline is for the U.S. Only SINGLE COLOR FOR DOLE TRADEMARK LATO ® DOLE SOFT SERVE PMS REFLEX BLUE #001489 0/20/137 PMS 186 C #C8102E 200/16/46 BLACK C0M0Y0K100 R0G0B0 TYPOGRAPHY – PRIMARY TYPEFACE 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 BODY COPY Lato Black Lato Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 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. -5-

DOLE SOFT SERVE® Brand Standards This Brand Guideline is for the U.S. Only UNACCEPTABLE SIGNATURE USE 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 Do not reposition the Do not remove inner leaf color Dole wordmark the shadow Do not reposition Do not separate the the shadow wordmark or use the elements individually without consent -6-

DOLE SOFT SERVE® Brand Standards This Brand Guideline is for the U.S. Only COLOR PALETTE + COLOR USAGE 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 SECONDARY COLOR PALETTE SPOT Pantone 116 C PROCESS C 0, M 20, Y 100, K 0 ONLINE R 255, G 205, B 0 Mandarin Sunshine SPOT Pantone 151 C PROCESS C 0, M 49, Y 100, K 0 ONLINE R 255, G 130, B 0 Pantone 1375 C Pantone 116 C #FF9E1B #FFCD00 SPOT Pantone 178 C 255/158/27 255/205/0 PROCESS C 0, M 65, Y 64, K 0 ONLINE R 255, G 88, B 93 SPOT Pantone 676 C PROCESS C 9, M 100, Y 14, K 33 ONLINE R 150, G 0, B 81 White Evergreen SPOT Pantone 2627 C PROCESS C 85, M 100, Y 6, K 38 ONLINE R 60, G 16, B 83 White Pantone 322 C 255/255/255 #007377 SPOT Pantone 7467 C 0/115/119 PROCESS C 97, M 0, Y 30, K 0 ONLINE R 0, G 163, B 173 SPOT Pantone 396 C PROCESS C 10, M 0, Y 95, K 0 ONLINE R 225, G 224, B 0 Sky Avocado SPOT Pantone 7488 C PROCESS C 52, M 0, Y 82, K 0 ONLINE R 120, G 214, B 75 Pantone 298 C Pantone 360 C #41B6E6 #6CC24A 65/182/230 108/194/74 SPOT Pantone 124 C PROCESS C 0, M 30, Y 100, K 0 ONLINE R 234, G 170, B 0 SPOT Pantone 647 C PROCESS C 19, M 86, Y 17, K 0 ONLINE R 201, G 71, B 134 -7-

DOLE SOFT SERVE® Brand Standards This Brand Guideline is for the U.S. Only 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 LEGAL LINE Include the following legal line in legible type on all DOLE SOFT SERVE® point of sale or promotional materials, unless the size of the piece prohibits the line’s legibility: Manufactured Exclusively By: Kent Precision Foods Group, Inc. Muscatine, IA 52761. Made in U.S.A. ©2020 Kent Precision Foods Group, Inc. DOLE and other Dole marks are registered trademarks of Dole Packaged Foods, LLC and Dole Asia Holdings Pte. Ltd. and used under license. The year (in the example above) “2020,” should be updated to reﬂect the year that the piece is published. No use of the DOLE marks on printed advertising, 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. -8-

DOLE SOFT SERVE® Brand Standards This Brand Guideline is for the U.S. Only ® DOLE SOFT SERVE 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 Mango Flavor Pineapple Flavor Orange Flavor C 4, M 4, Y 27, K 0 C 2, M 7, Y 37, K 0 C 4, M 5, Y 28, K 0 C 4, M 13, Y 38, K 0 Watermelon Flavor Cherry Flavor Strawberry Flavor Raspberry Flavor Lime Flavor C 4, M 22, Y 3, K 0 C 13, M 71, Y 53, K 1 C 2, M 26, Y 7, K 0 C 8, M 25, Y 13, K 0 C 18, M 0, Y 32, K 0 -9-

DOLE SOFT SERVE® Brand Standards This Brand Guideline is for the U.S. Only MENU BOARD USAGE On menu boards if DOLE SOFT SERVE® logo does not ﬁt, then the following text is acceptable DOLE SOFT SERVE® PRODUCT USAGE The use of alcohol as a topping on ﬁnished DOLE SOFT SERVE® is acceptable. Example of menu board statement – DOLE SOFT SERVE® topped with Rum. Not acceptable - mixing alcohol within the mixing bucket with DOLE SOFT SERVE® or pouring alcohol into the mix into soft serve machine. LOGO AND SIGNATURE USAGE 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. PROMOTIONAL USAGE When using the DOLE Brand on promotional collateral please submit written requests to KPFG Customer Care at [email protected] For questions, assets, access to our full brand standards, or approval on a speciﬁc application, please email KPFG Customer Care at [email protected] or call (800) 442-5242. -10-