ROYAL DUTCH SHELL

:MADE BY:

OMKAR PRADEEP PHUTANE

(ROLL NO. SMM-24)

YEAR- 2012-13

TERM-II

FAZLANI ALTIUS BUSINESS SCHOOL,

MUMBAI

AN ASSIGNMENT IN LOGO AS CORPORATE

COMMUNICATION

“YOU CAN BE SURE OF SHELL”

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)

• 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)

1900Logo was a dull, poor quality black and white version of a mussel shell

Logos including subtle details would become blurred at small sizes

1904The mussel shell at a 60 degree angle gave aesthetically pleasing logo

Limited color palette and the harsh black background made it seem poor

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

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

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

1955

With the „SHELL‟ text matching the rest of the color scheme

1961

A red background had been added

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

1995

TODAY

The text Shell was added

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

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

“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”

Daniel Rose

(America-born Paris-based chef)

August 30, 2010

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

Thank you…!