A Century in the Workshop: The Shell Logo Design Tells You About the Company’s Journey
Forbes Magazine named Shell the second-largest energy corporation and the fifth-largest organization in the world in 2011. Its wide range of operations across the petrol and energy industries makes its products and brand known worldwide.
Shell’s ID card is the instantly-recognizable red-yellow pecten logo. But the company took many steps to make it one of the best brand logo designs you see today. Let’s stroll down history lane and dissect the phases the famous Shell logo went through to reach the version used now.
This design had a peculiar, Darwinist-like evolution over the last century. While the motif never changed, color distribution and shapes have. In fact, did you know that the pecten was colorless for almost three decades?
The Symbolism behind the Shape, Form and the Colors of the Shell Logo Design
The oil giant’s visual identity is rooted in the company’s name. The shell symbol always dominated the designs despite having nine iterations since its inception. But why is the company even called Shell?
The story starts with Marcus Samuel and Company. It was a small London business that dealt in antiques and oriental seashells that were vastly popular in Victorian England. They also had shipping operations to the Far East. And when they shipped kerosene to the Far East, the word “Shell” was used as the trademark.
Soon after, the word found its way to the name of a corporation in 1897, once Samuel developed the Shell Transport and Trading Company. In 1900, we got the first rendition of the Shell logo.
You might wonder why the color choices were red and yellow. While there is no verified information, two theories are roaming around the company. The first is: Mr. Graham, the Scottish director of the company, suggested using them as they form the basis for the Royal Banner of Scotland.
The second, more palpable theory is that those are meant to resemble the colors of the Spanish flag. In the early 1900s, the company wanted to increase its presence in the state of California. Having lots of competitors, they needed to find a way to stand out.
The company decided that bright colors are a credible way to help with this. Shell used the Spanish flag-inspired color combination to gain the sympathy of the Spanish locals and leverage the state's strong connections to said country.
Branding experts understand the power of color in shaping brand perception and eliciting emotional responses. They carefully select colors that align with a brand's values, target audience, and desired messaging!
The Colorless Era: Finding the Perfect Shape for Shell’s Visual Identity
The original logo Shell used was designed in 1900. It is a rough sketch of a mussel shell with black stripes over a white body. The monochrome drawing represented the animal from a unique angle, different from all the iterations that followed.
The second logo was presented in 1904. With some significant changes, this was the first emblem to introduce the vertical angle and the scallop shape we see today. This drawing had more details: white stripes and black background, giving it a more aggressive look.
The third rendition has fewer adjustments than the previous one. The designers omitted the black background and refined the outlines with a darker shade.
The last design from its colorless era was crafted in 1930 and, so far, Shell’s best logo redesign. This emblem emphasized symmetry, giving it a more professional tone. It also introduced the shape of a crown, helping the company project itself as the best in the business.
The Designers Introduce Bright Colors to the Iconic Shell Logo Design
After 48 colorless years, the fifth rendition of the Shell logo was the pioneer of the iconic red and yellow color scheme in 1948. This emblem was also the first to feature a wordmark over the shell with thick lines.
By 1955, the designers were back with a new look. They removed the excessive red, minimized the contours and changed the font color to red (from white) with more delicate, shorter lines. These advancements gave the iteration a more flavorful look (Browse more colorful logo designs HERE).
The 1961 seventh edition was more subtle. Building on its predecessor’s looks, the designers introduced a red rectangular background to this logo. This simple change highlighted the contrast between the dual-color design.
The eighth Shell logo was introduced in 1971, marking the turning point for the oil company. The redesign switched to a red outline rather than a red rectangle. It was made by French designer Raymond Loewy, a prolific industrial designer behind the Lucky Strike cigarette package design, BP logo and more.
This design version highlighted the crown shape of the logo and moved the brand name below the emblem. With flatter layouts, the design seemed fresh and professional. This shift was so vital that this logo is still occasionally used today (without the writing below the symbol).
The Contemporary Shell Logo Design Strives for a Perfect Brand Representation
The logo Shell uses today is not drastically different from its logo in 1971. The 1995 edition received somewhat dimmed colors, toned down to reduce the aggressive look. The revised one also omitted the text. There was no need to explain what the emblem represents with its recognition levels today.
The Shell symbols have opted for professionalism but often struggled with neatness. However, the final iteration maintains the crown shape successfully while looking clean and assertive.
Shell’s visual identity may have traveled a long way, but with its wide recognition today, it’s safe to say it finally arrived at the right destination. This journey exemplifies the expertise and skill of logo designers in shaping and perfecting a brand's visual representation.
The journey of the Shell symbols may have had its ups and downs, but it has ultimately resulted in a clean and recognizable design. If you want to see how it compares with other well-known car symbols and names, check out our listing of 10 best car logos.
