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Shell logo History and design elements

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How the Shell company and Shell logo evolved over years and the meaning for different components of Logo.

How the Shell company and Shell logo evolved over years and the meaning for different components of Logo.

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  • 1. INDEXSr. No. Topic Page No. 1. Royal Dutch Shell 2 2. Brief history of Royal Dutch Shell 3 3. The history of the Shell logo 4 4. Evolution of the design of then Shell logo 5 5. Design elements of the current Shell logo 6 6. Webliography 7 7. Notes 8 1|Page
  • 2. ROYAL DUTCH SHELLTYPE: Public Limited CompanyINDUSTRY: Oil and GasFOUNDED IN: 1907HEADQUARTERS: The Hague, NetherlandsREGISTERED OFFICE: Shell Centre, London, United KingdomAREA SERVED: WorldwideKEY PEOPLE: Peter Voser (CEO) Jorma Ollila (Chairman)PRODUCTS: Petroleum, Natural gas, and other PetrochemicalsREVENUE: US$ 470.171 billion (2011)[4]EMPLOYEES: 90,000 (2011)[4]WEBSITE: Shell.com 2|Page
  • 3. BRIEF HISTORY OF ROYAL DUTCH SHELL Royal Dutch Shell commonly known as Shell is a multinational oil and gascompany. It is the biggest company in the world in terms of revenueand one of thetop six oil and gas industries. Shell topped the [Fortune 500] list of largest companiesin the world.[8] Shell is active in every area of the oil and gas industry, including production,refining, distribution and marketing, petrochemicals, power generation and trading. Italso has major renewable energy activities, including in biofuels, hydrogen, solar andwind power. It has operations in over 90 countries. Shell Oil Company, its subsidiary inthe United States, is one of its largest businesses. The name Shell is linked to The "Shell" Transport and Trading Company.In 1833,Marcus Samuel, founded an import business to sell seashells to London collectors.When collecting seashell specimens in the Caspian Sea area in 1892, the youngerSamuel realized there was potential in exporting lamp oil from the region andcommissioned the worlds first purpose-built oil tanker, the Murex (Latin for a type ofsnail shell). Although for several decades the company had a refinery at Shell Havenon the Thames, there is no evidence of this having provided the name. The Shell logo is one of the most familiar commercial symbols in the world.This logo is known as the "pecten" after the sea shell Pecten maximus (the giantscallop), on which its design is based. The yellow and red colors used are thought torelate to the colors of the flag of Spain, as Shell built early service stations inCalifornia, previously a Spanish colony. The current revision of the logo was designedby Raymond Loewy in 1971. The slash was removed from the name "Royal Dutch/Shell" in 2004, concurrentwith moves to merge the two legally separate companies (Royal Dutch and Shell) tothe single legal entity which exists today The word “Shell” has represented Royal Dutch Shell plc for over a century. Theyellow-red Shell logo continues to play a very important role in the advancement ofthe company‟s interests. A look at the Shell logo reveals the exclusive characteristicsthat attract the viewers‟ attention. It is a projection of outstanding professionalismand a hallmark of the company‟s exceptional position worldwide. 3|Page
  • 4. THE HISTORY OF THE SHELL LOGO Like many first drafts, the 1900 logo was fairly poor. It was a dull, poor qualityblack and white version of a mussel shell. Of course, the mussel shell is not anattractive shape, and the angle at which it was pictured was not pleasing. Three-dimensional logos are a hit and miss idea which takes exceptional skill to pull off. Soin 1904 the mussel shell at a 60 degree angle gave way to a more aestheticallypleasing scallop shell, shot from above. Still, however, the limited color palette andthe harsh black background made it seem poor. The first two versions of this logo were essentially pictures which weredesaturated and increased in contrast to give something approximating a logo. Theywere not hand drawn, per se. However, the 1909 logo was better. Here was something new: it was distinctive and clear (if still a little too naturallooking: the crimping at the top of the shell may be true to life but it does not makefor a brilliant logo). This design lasted more than two decades. 1930 was the next redesign, with an art style shell which is brilliantlysymmetrical and much cleaner to the eye. It almost looks like a crown – somethingthe company was keen to emphasize. 1948 saw the first splash of color – but in design terms it was a step backwards.Rather than the clean lines of the 1930 design, Shell took the blurry realism of its1909 logo, and slightly modified it to make it taller and prouder, hand-coloring it. Color first appeared with the construction of Shell‟s first service stations inCalifornia. Not only did Red and yellow help Shell stand out, but they‟re also thecolors of Spain, where many early Californian settlers were born. Perhaps bydisplaying Spanish colors it was hoped an emotional bond would be created. 1955 was a much cleaner iteration of the logo, with the „Shell‟ text matchingthe rest of the color scheme. By 1961 a red background had been added, which tookaway from the starkness of the logo. 1971 was a wholesale redesign, cutting out the clutter. The man to thank forthat is Raymond Loewy. Since then there has been minor tinkering – mostly with levelsand richness and depth of color, but also with the addition of text – but Loewy‟s logois largely the same in 2011 as it was in 1971. The insignia is undoubtedly one of the world‟s most recognized logos. 4|Page
  • 5. EVOLUTION OF DESIGN OF THE SHELL LOGO 5|Page
  • 6. DESIGN ELEMENTS OF THE CURRENT SHELL LOGO The Shell logo came under considerable changes over the years but the essenceof the shell graphic never changed. Raymond Loewy designed the present day Shelllogo in 1971. The Shell logo was one of the most impressive designs created by theversatile designer.Shape of Shell Logo Shell logo is the representation of the hard protective outer case of a molluskthat is part of the eco-cycle of oil exploration. This illustration is in line with thecompany‟s name and ethics. The Shell logo is a narration of the corporation‟sexceptional reputation and charisma. Despite the redesigning of the Shell logo, thelogo retains its power, strength and supremacy to date.Color of Shell Logo The Shell logo is a graceful adaptation of highlighting colors. The use of redand yellow epitomizes the Shell logo‟s beauty and elegance. Samuel and Company‟stin shipping containers were painted a shade of the red, hence paving the way for thepresence of red tint in the Shell emblem.Font of Shell Logo The Shell logo employs a very simple and unique way to remember thetypeface that enhances the qualities of the oil company and features the high-classproducts. The alphabets in the Shell logo are depicted in bold font that projects thehigh standing of the company‟s position in the corporate world. 6|Page
  • 7. WEBLIOGRAPHY1. http://www.famouslogos.us/shell-logo/2. http://www.shell.com/global/aboutshell/who-we-are/our-history/history-of-pecten.html3. http://www.logodesignlove.com/shell-logo-design-evolution4. http://en.wikipedia.org/wiki/File:Shell_logo.svg5. http://www.andrewkeir.com/shell-logo-designs-past-and-present/6. http://www.oldsydneysigns.com.au/info/3.pdf7. http://en.wikipedia.org/wiki/Royal_Dutch_Shell#cite_note-fortune500-3m8. http://money.cnn.com/magazines/fortune/global500/9. http://www.shell.com/ind.html?gclid=CPq9tovbrbUCFQh66wodF3IAIQ10. http://www.famouslogos.us/shell-logo/11. http://www.oldsydneysigns.com.au/info/3.pdf 7|Page
  • 8. NOTES___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ 8|Page