Royal Dutch Shell plc, more commonly known as Shell, is a leading Anglo–Dutch multinational oil and gas corporation founded in February 1907 following the successful merger of two rival firms, Royal Dutch Petroleum Company and the Shell Transport and Trading Company Ltd. Headquartered in The Hague, Netherlands, it is currently one of the largest companies in the world.
With total assets of US$ 360.325 billion as of 2012, the company employs more than 87,000 people across the world.
The Shell brand is one of the most popular, valuable and recognized brands in the world, which has established its name successfully in the market and represents one of the biggest oil companies in the world.
DESIGN ELEMENTS, HISTORY AND EVOLUTION OF SHELL LOGO
Shape of the Shell Logo
The Shell logo is certainly one of the world’s most popular, memorable and instantly recognizable logos. It has undergone several modifications throughout the years. The “Pecten” emblem has a 100-year history of representing the the Shell brand and promoting their corporate heritage and goals.
The name “Shell” was first adapted in 1891 as the company originally supplied kerosene, antiques and oriental seashells. Its first logo was introduced in 1901 and consisted of a mussel shell.
The Pecten emblem originates from the family coat of arms of a Shell associate, Mr. Graham, who imported the company’s products into India. He was later appointed a director of The Shell Transport and Trading Company. The shell emblem has evolved over the years, showcasing contemporary practices and trends in graphic design.
The current version of the Shell logo was created in 1971 by Raymond Loewy, the legendary French industrial designer and graphic artist. He brilliantly simplified the shell’s crenate edges into a very fluid semi-circle. In the process he also cut down the emblem’s ridges from 13 to 7, and introduced a bold, red outline to the Shell logo.
Colors of the Shell Logo
The red and yellow colors were introduced the Shell logo in 1915, mainly due to the strong Spanish connections of the State of California. These two colors have remained in use with minor variations, since then.
Font of the Shell Logo
The Shell logo incorporates the Futura Bold typeface.