Shell Logo Design History

 

Shell 2012, About Shell, History, retrieved from http://www.shell.com/home/content/aboutshell/who_we_are/our_history/history_of_pecten/, viewed 1/3/12

The logo design has changed rapidly since the first design put forward in 1900 where it only lasted three years before a revised version was established. The word ‘Shell’ was firstly used in 1891 as a trademark for kerosene that was transported to the far East by the Samuel brothers. The change between 1900 and 1920 from a mussel shell to a scallop shell called a ‘Pecten’ as an emblem to give a representation of the corporate and brand name.

The use of a shell as a trademark was fairly literal as it comes from the name of the company but it was taken from the names of the transportation ships, different sea shells.

This shape of a shell was not the simplest shape to print with the limited printing technology at the beginning of the 20^th Century. The reason it was chosen was taken from the family coat of arms of Mr Graham who was the importer of Samuel’s kerosene into India and sold it. His family gained the coat of arms when they made the pilgrimage to Santiago de Compostella, Spain.

He eventually became the director of the Shell transport and trading company. Over the years the design of the pectin has changed with the new trends found in contemporary Graphic Design. The current logo was designed by Raymond Loewy in 1971 and has become one of the world’s best-known and recognized symbols.

 

Shell 2012, About Shell, History, retrieved from http://www.shell.com/home/content/aboutshell/who_we_are/our_history/history_of_pecten/, viewed 1/3/12

The contemporary use of red and yellow colours was possibly chosen because of the use of tin red containers used to package the kerosene to the Far East or the Spanish origin.

In California when the first Shell service stations were being built there was a need for a colour launch. To stand out from other companies bright colours were chosen to catch the eye of the consumer. Because of the states rich Spanish connections red and yellow were chosen to portray spain taken from the Spanish Flag.

 

Greenwich Meantime 2011, Spanish Flag, retrieved from http://wwp.greenwichmeantime.com/time-zone/europe/european-union/spain/flag/index.htm, viewed 1/3/12

Shell 2012, About Shell, History, http://www.shell.com/home/content/aboutshell/who_we_are/our_history/history_of_pecten/, viewed 1/312