Royal Dutch Shell is a multinational oil and gas company founded in 1907. It is headquartered in The Hague, Netherlands and has its registered office in London, UK. Shell has evolved its logo over time, starting with images of seashells in the early 1900s. The current logo, introduced in 1971 and only slightly modified since, features the distinctive yellow, red, and white shell design that effectively conveys the company's brand over the long term.

1. ROYAL DUTCH SHELL
“YOU CAN BE SURE OF SHELL”
AN ASSIGNMENT IN LOGO AS CORPORATE
COMMUNICATION
:MADE BY:
OMKAR PRADEEP PHUTANE
(ROLL NO. SMM-24)
YEAR- 2012-13
TERM-II
FAZLANI ALTIUS BUSINESS SCHOOL,
MUMBAI

2. TYPE Public Limited Company
INDUSTRY: Oil and Gas
FOUNDED IN: 1907
HEADQUARTERS: The Hague, Netherlands
REGISTERED OFFICE: Shell Centre, London, United Kingdom
AREA SERVED: Worldwide
KEY PEOPLE: Peter Voser (CEO)
Jorma Ollila (Chairman)
PRODUCTS: Petroleum, Natural gas, and Petrochemicals
REVENUE: US$ 470.171 billion (2011)

3. • 1833, Marcus Samuel - Import business to sell
seashells to London collectors
• Shell - Transport and Trading Company
• 1892, Younger Samuel - Started exporting lamp oil
• Active in production, refining, distribution and marketing
• Biggest company in the world (in terms of revenue)
• Shell topped the [Fortune 500] list of largest companies in
the world
• Company had a refinery at Shell Haven (Thames)

4. 1900
Logo was a dull, poor quality black and white version of a mussel shell
Logos including subtle details would become blurred at small sizes
1904
The mussel shell at a 60 degree angle gave aesthetically pleasing logo
Limited color palette and the harsh black background made it seem poor

5. First two versions of this logo were pictures of shell desaturated and increased
in contrast
1909
Logo was better - it was distinctive and clear
Still a little too natural looking
The crimping at the top of the shell did not make for a brilliant logo
This design lasted more than two decades

6. 1930
An art style shell which is brilliantly symmetrical and much cleaner to the eye
It almost looks like a crown– something the company was keen to emphasize
1948
THE FIRST SPLASH OF COLOR

7. 1948
Took the blurry realism of its 1909 logo
Slightly modified it to make it taller and prouder, hand-coloring it
Displaying Spanish colors it was hoped an emotional bond would be created

8. 1955
With the „SHELL‟ text matching the rest of the color scheme
1961
A red background had been added

9. 1971
Wholesale redesign by Raymond Loewy
Since then there has been minor tinkering (with levels and richness and depth
of color)
But Loewy‟s logo is largely the same in 2011 as it was in 1971

10. 1995
The text Shell was added
TODAY

12. Shape of Shell Logo
Represents hard protective outer case of a mollusk
Narration of the corporation‟s exceptional reputation and charisma
Logo retains its power, strength and supremacy
Color of Shell Logo
Graceful adaptation of highlighting colors
Red and yellow epitomizes beauty and elegance

13. Font of Shell Logo
Very simple and unique typeface that enhances the qualities of the oil
company
Alphabets in the Shell logo are depicted in bold
High standing of the company‟s position in the corporate world

14. Daniel Rose
(America-born Paris-based chef)
August 30, 2010
“It‟s really a great example of how to pick a logo that
conveys a consistent brand over a long period of time
I mean, the resemblance to today‟s logo goes back to at
least 1948”

15. 1. http://www.famouslogos.us/shell-logo/
2. http://www.shell.com/global/aboutshell/who-we-are/our-
history/history-of-pecten.html
3. http://www.logodesignlove.com/shell-logo-design-evolution
4. http://en.wikipedia.org/wiki/File:Shell_logo.svg
5. http://www.andrewkeir.com/shell-logo-designs-past-and-present/
6. http://www.oldsydneysigns.com.au/info/3.pdf
7. http://en.wikipedia.org/wiki/Royal_Dutch_Shell#cite_note-
fortune500-3m
8. http://money.cnn.com/magazines/fortune/global500/
9. http://www.shell.com/ind.html?gclid=CPq9tovbrbUCFQh66wodF3IAIQ
10.http://www.famouslogos.us/shell-logo/
11.http://www.oldsydneysigns.com.au/info/3.pdf

17. Thank you…!