Royal Dutch Shell is a British-Dutch company that is engaged in the extraction and processing of gas and oil and chemical production. It appeared in 1907 due to the merger of the Royal Dutch Petroleum Company and The Shell Transport and Trading Company Ltd.
Meaning and History
The organization inherited its trademark and name from The Shell Transport and Trading Company Ltd. The fact is that this company in the 1930s was far from the oil and gas industry. It was founded by the entrepreneur Marcus Samuel, who was selling boxes decorated with shells of sea mollusks.
All Shell logos are incredibly similar, apart from minor design differences. They depict a large shell – sometimes with a signature, sometimes without. In 1900-1904. it was an oval-shaped bivalve mollusk shell, but then it was replaced by a round scallop.
Until 1948, the drawing was in black and white. In the future, the brand name developers decided to use a red and yellow palette to make it noticeable and attractive. It was then that the word “SHELL” appeared on the logo for the first time. In 1955, it changed color to red, and in 1971 it disappeared. Designer Raymond Loewy proposed this option. In the same year, the shell was again supplemented with an inscription but placed at the bottom. In 1995 the font of the word changed – the letters became more rounded.
1900 – 1904
1904 – 1909
1909 – 1930
1930 – 1948
1948 – 1955
1955 – 1971
1961 – 1971
1971 – 1995
1971 – present
1995 – 1999
Font and Color of the Emblem
The oil and gas company currently uses the 1971 trademark developed by Raymond Loewy. If the artists tried to convey realism in the first versions (before 1948), the scallop shell is shown schematically. It is a semicircle with a rectangular extension at the bottom. It is crossed by seven rays, going from the edges to the center. Closer to the middle, the lines taper. The pattern outline and stripes are red, and the inside is yellow.
Along with this logo, there is still a variant of 1995 with the inscription “SHELL.” True, it is not so popular – it is used only at selected Royal Dutch Shell gas stations.
Even though the image of a seashell is connected with oil and gas production, it is the main symbol of the company. It is a tribute to The Shell Transport and Trading Company Ltd’s historical past, which once sold boxes decorated with clamshells. Rumor has it that the first drawing was taken from the family coat of arms of Mr. Graham., One of the company company’s executives.
There are no inscriptions on the current logo. But in the history of Royal Dutch Shell, there were times when the graphics were complemented by the word “Shell” in bold sans serif type. In 1948-1971. the letters were capitalized, then all but the first became lowercase. In 1971 the typeface was changed. If it was rectangular before that, now the designers have smoothed the corners, making them smoother. In 1995, another version appeared – with rounded beeches.
As for the palette, it only gained brightness in 1948. The first emblems resembled old black and white photographs. But the designers decided to rectify the situation and added fresh colors to the drawing. Since then, the color scheme has never been updated: it, as before, is represented in yellow and red. This combination is believed to correspond to Spain’s red and yellow flag, as California is the site of the first Royal Dutch Shell service stations, and this area was formerly a Spanish colony.