Our Brand History
Since the first use of the Shell name at the end of the 19th Century, the brand has grown to become one of the most well-recognised in the world. In this section, you can follow that evolution from humble beginnings to household name.
1890 – 1907
The Shell name
The origin of the Shell name can be traced back to the seashells that Marcus Samuel senior imported from the Far East during the late 19th Century. When his sons Marcus junior and Samuel were looking for a name for the kerosene that they were exporting to Asia, they chose Shell.
As kerosene sales came to dominate the business’s turnover, the name was adopted for the new import-export organisation that was set up in 1897 – the Shell Transport and Trading company.
The Shell name briefly took a back seat in 1907 when the company was merged with Royal Dutch to form, the Royal Dutch Shell Group, but the newly formed business quickly became known as Shell for short.
1900 – 1929
The Shell logo
Shell’s yellow and red scallop shell logo is one of the most recognisable symbols in the world, but it actually started life as a black and white mussel shell. This design was trademarked in 1900 and is the oldest of 22,000+ trademarks owned by Shell.
There are many theories about why the logo changed from a mussel shell to a scallop. One theory states that it was the idea of a businessman who imported Shell kerosene into India. His family had three scallops in their coat of arms.
Red and yellow
Yellow and red have been a fairly consistent element of Shell’s brand image from the earliest days although the exact origin is uncertain. It may come from the company’s origins in exports, as both yellow and red are used in maritime signalling. Samuel junior also chose red to make his kerosene cans stand out against Standard Oil’s blue when the companies were competing back at the end of the 19th Century.
Standing out from the crowd
The 1920s saw Shell breaking the mould in the world of marketing by using recognised artists rather than illustrators.
1930 – 1954
A more formal design emerges
In 1930 the Shell ‘Pecten’, the Latin word for scallop, was given a more formal design and applied to packaging, signage and vehicles. It could be used in white, yellow or red, but localised interpretation and hand-drawings meant that basic variations were common. In 1948, the ‘Shell’ name was introduced into the Pecten logo, but again this wasn’t universally applied.
1955 – 1970
A simpler logo
In the mid-1950s, a simpler logo look emerged that was more suitable for the new generation of printed transfers. This allowed the logo to be easily applied to everything from petrol pumps to shop signs. Variations on the logo continued to appear throughout the 50s, 60s and even 70s.
1971 – 1992
The modern Pecten is launched
In 1971 the famous industrial designer Raymond Loewy designed the Pecten logo that is recognisable today. The ‘Shell’ name was removed from the centre of the symbol and placed below in a specially designed typeface. In the early 1990s the current colours were introduced.
Loewy’s guidelines show the incredible mathematical geometry underpinning it and how warm soft curves are combined to create the Pecten we see today.
1992 – present day
Current colours introduced
With the Pecten design well-established and being used consistently at last, the early 90s saw Shell’s current colours introduced: a warmer yellow and red to soften the feel of our brand and give it a broader appeal.
The Sound of Shell
In 2015, the sound logo and orchestral score, the Sound of Shell
was created, a sound that is fast becoming as recognisable as the Pecten logo for customers.
Building our Brand | Shell at the Museum of Brands
Title: Building the Brand
Duration: 1:32 minute
Description:
This short video provides an overview of the history of the Shell brand and communications over the last century. The film elaborates on the various ways in which the Shell brand has been expressed in advertising, experiential initiatives, and music, to name a few.
The Building the Brand Video Transcript
[Background music plays]
Sound of Shell adaptation.
[Footage sequence]
Historical black and white footage appears, showing a man in a car at a Shell filling station in the 1950s, having his car filled with petrol by an attendant.
Conversation between petrol station patron and Shell petrol station attendant
[Shell petrol station patron]
“Here we go. Oil, please.”
[Shell petrol station patron]
“What sort, sir?”
[Footage sequence]
Historical black and white footage appears, showing footage of a filling station and a woman receiving a home delivery.
Narrator begins speaking
[Narrator]
“We’ve never been about just selling products and services. We aim to make peoples’ lives better, and our
brands and communications have always reflected that.”
[Footage sequence]
Historical black and white footage showing a Shell television advertisement featuring a man promoting a brochure in his hand entitled ’10 Motoring Hints for April’.”
[Shell petrol station patron]
“Ten motoring hints for April, it’s free from any Shell garage.”
[Footage sequence]
Historical footage of the Pecten at its inception and throughout history. The footage shows the Pecten both on its own and in situ within advertisements and around the world.
[Narrator]
Over the last 100 years our logo and visual identity have evolved and moved with the times while remaining instantly recognizable as Shell.
[Footage sequence]
Series of images and footage of historical Shell advertisements and postcards.
[Narrator]
Our advertisements, postcards and films captured the spirit of the age and helped us to connect with our customers on a more emotional level that expressed our values of being positive, warm and human.
[Footage sequence]
Historical footage from the 1960s shows a car driving around a curve with on-screen text reading ‘1 Gallon of Shell Economy’. This is followed by an interview between the man that was driving the car and an interviewer standing outside the car holding a microphone.
Conversation between man driving a car and an interviewer with a microphone
[Interviewer with microphone]
“52 miles, what do you think of that?”
[Man driving car]
“I think it’s fantastic, I shouldn’t have thought it was possible.”
[Interviewer with microphone]
“Well there you are!”
Narrator begins speaking
[Footage sequence]
Historical Shell advertisement starting on the Shell Pecten, followed by footage of the open road. On-screen text reads ‘Discovering Britain with John Betjeman’.”
[Narrator]
Our brand has always encouraged travel and exploration, innovation and bright new horizons.
[Footage sequence]
Modern day footage featuring Shell innovators and children showcases Shell innovations around the world today, followed by historical black and white footage of past Shell innovations and advertisements.
[Narrator]
But above all, we’ve evolved with the needs of our customers, as a business and as a brand.
[Footage sequence]
Footage of sheet music appears on screen, followed by footage of the ‘Sound of Shell’ being recorded in Abby Road Studios. This features a conductor in the center of the room, surround by a full orchestra in action.
[Narrator]
Whether by communicating on a more emotional level through our brand music called ‘The Sound of Shell’ used in our communications and branded experiences.
[Footage sequence]
Footage of Shell experiential activities displays on screen. The majority of the footage is from Shell Make the Future Live events across the world and Shell Eco-marathon.
[Narrator]
Or through the exciting experiential activities we host. This is the Shell brand in action today, and as the world around us continues to change and evolve, so too will our brand and our business.
[Graphic]
Shell logo centred on a white background.
[Audio]
Shell mnemonic, piano version
Pioneering flight | Shell at the Museum of Brands
Title: Pioneering Flight
Duration: 1:08 minute
Description:
This short video provides an overview of Shell’s involvement in pioneering human flight at its inception, as well as how it helps to power future innovations in flight today.
The Pioneering Flight Video Transcript
[Background music plays]
Sound of Shell adaptation.
[Footage sequence]
Historical black and white footage shows men standing on a beach watching a propeller plane about to take off. The plane subsequently takes off, the onlookers look up at the sky in awe, and the camera pulls back to show the plane flying in the sky above the people and their cars.
Narrator begins speaking
[Narrator]
Mankind has always looked to the skies… and dreamt. At the beginning of the 20th century, those dreams became a reality. And we wanted to play our part...
[Footage sequence]
A sequence of images of various historical Shell print advertisements related to flight and aviation are shown on screen.
[Narrator]
We have fueled, financed and supported many of the pioneering flights. Making the Shell brand a core part of aviation history.
[Footage sequence]
Black and white animated sequence shows a map of Europe and Africa with an animated line travelling from London to Cairo. This is followed by historical black and white footage of men filling up airplanes with Shell fuel.
[Narrator]
As we travel further and faster than ever, Shell Aviation continues to build on our heritage.
Narrator from historical Shell Fuels video begins speaking
[Footage sequence]
Historical footage of a scientist working in a Shell fuels laboratory, followed by a plane taking off from a runway with a Shell refueling truck in the foreground, and a plane flying in the clouds.
[Narrator from historical Shell Fuels video]
“The research laboratories to look to the future. The production of fuel for supersonic transport.”
[Footage sequence]
Modern day footage of Shell scientists working in Shell laboratories.
Narrator begins speaking
[Narrator]
Deploying our people, expertise and pioneering spirit to reach new benchmarks of efficiency and sustainability.
[Footage sequence]
Shell fuel in a beaker followed by a Qatar plane sitting on a runway at sunset, being fueled. It subsequently takes off from the runway.
[Narrator]
From cleaner-burning fuels to powering the world’s first commercial plane with natural gas.
[Footage sequence]
Sequence of three pieces of historical footage showing people deplaning and boarding planes around the world and at various points in time.
[Narrator]
Creating opportunities to bring people together, increase trade and tourism, and scale new heights…in a world without limits
[Footage sequence]
A plane takes off from a runway, shown from the perspective of someone watching from below.
[Graphic]
Shell logo centred on a white background.
[Audio]
Shell mnemonic, piano version
Pushing the limits of Motorsport | Shell at the Museum of Brands
Title: Motorsport
Duration: 1:09 minute
Description:
This short video provides an overview of Shell’s involvement in and support of motorsport throughout the last century, how that involvement has led to advances for everyday drivers, and how Shell is involved with motorsport today.
The Motorsport Video Transcript
[Background music plays]
Sound of Shell adaptation.
[Footage sequence]
Historical black and white footage shows a man, standing about to interview Enzo Ferrari, who is seated next to him at a desk wearing black sunglasses
Television show host begins speaking
[Television show host]
“Enzo Ferrari, Italy's greatest name in motoring has been discussing motor oils with me.”
Narrator begins speaking
[Footage sequence]
A black and white image shows Enzo Ferrari standing among his cars at the factory in Maranello, followed by historical racing footage throughout the ages. Cars are shown racing on the track as well as being repaired during pitstops.
[Narrator]
It’s been 70 years since the first Ferrari rolled off the production line at Maranello, and innovation within motorsport has continued at pace. As one of the sports’s longest-standing collaborators, we have been at the forefront of this relentless progress.
[Footage sequence]
Images and footage of legendary Ferrari drivers are shown on screen.
[Narrator]
Working side by side with some of the most legendary names on the track.
[Footage sequence]
Historical black and white footage shows a television broadcaster conducting an interview with driver Graham Hill.
Television broadcaster begins speaking
[Television broadcaster]
“Graham Hill.”
[Graham Hill]
“Well a racing engine is tremendously tough on oil.”
Narrator begins speaking
[Footage sequence]
Laboratory footage featuring Shell V-Power products is shown on screen, followed by footage of high-performance motorcycles and cars in action on the track and in laboratory environments.
[Narrator]
Developing trophy-winning fuels and lubricants to help push the boundaries and deliver world-beating performances.
[Footage sequence]
A series of still photos showing Shell-sponsored drivers celebrating victories, followed by an aerial shot of a Shell filling station alongside a busy highway.
[Narrator]
We’ve made it our mission to transfer every incredible breakthrough from the racetrack to our customers on the road.
Television broadcaster begins speaking
[Footage sequence]
Black and white footage of a television broadcaster standing beside a racetrack with cars whizzing by.
[Television broadcaster]
“The oil Shell develops for Ferrari is the oil Shell develops for you.”
Narrator begins speaking
[Footage sequence]
Various pieces of footage featuring Shell V-Power are shown on screen in sequence, including a truck delivering fuel, a man working with the fuel in the Ferrari factory, and finally a Ferrari race car whizzing around a track with the Shell V-Power logo prominent on the chassis.
[Narrator]
Bringing you engine-cleaning performance fuels such as Shell V-Power. The best part of it all? Our journey has only just begun.
[Footage sequence]
Drivers celebrate after victories in motorsport, featuring flowers and trophies being held in the air and champagne being sprayed. This is followed by footage of a Ferrari race car pulling up to a commercial filling station with a filling station attendant standing alongside it. Finally the car pulls away very quickly and zooms past the Coliseum in Rome.
[Graphic]
Shell logo centred on a white background.
[Audio]
Shell mnemonic, piano version
Transforming Transport | Shell at the Museum of Brands
Title: Transforming Transport
Duration: 1:16 minute
Description:
This short video provides an overview of Shell’s involvement in the ever-evolving world of transport. The film takes you from the time when cars became readily available to everyday people, right up to today as Shell are investigating and innovating in the realm of more efficient transport.
The Transforming Transport Video Transcript
Petrol station attendant and patrons sing in a historical Shell television advertisement
[Footage sequence]
Black and white footage of a Shell station attendant holding a petrol pump and singing.
[Shell station attendant]
[singing] “What is your petrol?”
[Footage sequence]
Black and white footage of a Shell patrons singing, followed by the Shell Pecten reading ‘Super Shell’, various ICA logos, and a family driving in an open-top car.
[Shell station patrons ]
[singing] “Super Shell with ICA! Super Shell with ICA gives more go for what you pay. Family motorists in the know, stop for Super Shell and go!”
Narrator begins speaking
[Background music plays]
Sound of Shell adaptation.
[Footage sequence]
A series of stills showing historical Shell advertisements, followed by historical footage of one of the first cars on the road pulling in to a Shell service station. This is followed by various historical shots of Shell filling stations.
[Narrator]
The 1920s saw a revolution on our roads. Cars became affordable. Petrol stations appeared. Suddenly, motoring was accessible to more people.
[Footage sequence]
A still photo of a man delivering Shell oil by horse and cart is shown, followed by historical footage showing the same. This is followed by more black and white footage, this time showing a motorist pulling into a Shell filling station.
Narrator begins speaking
[Narrator]
Shell has been by the side of motorists from the beginning, encouraging drivers to climb in, get out and explore.
Man in lab coat speaks to camera as part of historical Shell advertisement
[Footage sequence]
A brochure is shown on screen that reads ‘Northumberland Durham Shell Guide’, followed by another brochure entitled ‘Devon Guide’, and finally a man in a lab coat speaks to camera promoting these guides as part of a historical Shell advertisement.
[Man in lab coat]
“Don’t forget the other Shell exclusive, free local guides, new each month.”
Narrator begins speaking
[Footage sequence]
Historical footage of cars on a road race, driving down the road and then crossing the finish line with flags waving to indicate victory.
[Narrator]
We all know how vital fuel efficiency has become…
Television announcer speaks to camera with microphone
[Footage sequence]
A man with headphones and a microphone speaks to camera as he hovers above a moving car on the road, just below him.
[Television announcer]
“Like most motorist, Bill wants good mileage for his money.”
Narrator begins speaking
[Footage sequence]
Footage of modern day fueling stations featuring energy-saving innovations and fuel-efficient cars of the future.
[Narrator]
…both for the environment and for keeping motoring accessible.
[Footage sequence]
The camera pans across a series of technical drawings showing cars and engines.
[Narrator]
Today, we continue to drive innovation in transport…
[Footage sequence]
Footage of filling stations featuring Shell LNG and Hydrogen fuels is shown on screen, followed by a Shell-sponsored Hydrogen-powered city bus and a truck carrying Shell LNG.
Man and chorus sing as part of a historical Shell television advertisemtn.
[Footage sequence]
Black and white footage of a car driving along a winding road as the Shell Pecten begins to rise over the horizon and then eventually travels to the foreground of the screen. The advertisement ends with a graphic featuring the Shell Pecten and the slogan, ‘Go Well – Go Shell’.
[Chorus]
[singing] “You can be sure, you can be sure…”
[Man]
[singing] “You can be sure of Shell.”
[Graphic]
Shell logo centred on a white background.
[Audio]
Shell mnemonic, piano version
Innovating in Energy | Shell at the Museum of Brands
Title: Innovating in Energy
Duration: 1:13 minute
Description:
This short video provides an overview of Shell’s innovations and breakthroughs in the world of energy, and how Shell has been at the forefront of advances in current and future fuels.
The Innovating in Energy Video Transcript
[Background music plays]
Sound of Shell adaptation.
[Footage sequence]
Historical footage of oil wells, Shell fuel delivery trucks, and offshore rigs is shown on screen, followed by footage of a modern day footage of plants supporting gas production.
Narrator begins speaking
[Narrator]
We have been working to meet the world’s energy needs with innovative technology and ideas since 1907.
[Footage sequence]
Historical footage of some of the first cars on the road, followed by footage of some of the first Shell petrol stations
[Narrator]
From providing petrol to some of the first cars on the road…
[Footage sequence]
An Airbus A380 powered by natural gas sits on a runway and then takes off into the sky.
[Narrator]
…powering the first planes with natural gas…
[Footage sequence]
Wind turbines turn with blue sky in the background. The camera then pulls back to show that the turbines are offshore, surrounded by sea and other wind turbines turning in the wind.
[Narrator]
…to investing in ground-breaking renewable sources. We collaborate with others to drive progress.
[Footage sequence]
Various sequences of footage show crowds of people walking on busy streets. This is followed by footage of cars and bicycles driving down busy streets, and hyperlapses of a busy modern world with cars and people rushing from place to place.
[Narrator]
The world’s population will soon grow to 10 billion, presenting us all with our most urgent challenge yet.
[Footage sequence]
Footage of cityscapes in the developing world, followed by a beach at sunset.
[Narrator]
Because building a better life for more people increases the demand for energy. But how do we balance this with the urgent need to curb CO2 emissions?
[Footage sequence]
Sequence of footage showing Shell-sponsored innovations in action, including a small boy using GravityLight and a man lighting a cookstove powered by bio-bean.
[Narrator]
By being more innovative than ever before.
[Footage sequence]
Footage of various machines with dials being turned and buttons being pushed, followed by footage of a street busy with people bicycling past. This is followed by footage of solar panels in a field and wind turbines working on land
[Narrator]
By not only using energy in smarter ways, but generating it more sustainably, too.
[Footage sequence]
Aerial shot of a busy street in the developing world, followed by an aerial shot of a busy street in the developed world, surrounded by sky scrapers.
[Narrator]
To keep our demands, our lives, and our world moving and evolving.
[Footage sequence]
Shell employees sit in a conference room, appearing to be in deep discussion whilst wearing 3D glasses. This is followed by shots of television screens in a laboratory, the Prelude FLNG at sea, Shell engineers working on site, and finally people in silhouette against the backdrop of a developed city at sunset.
[Narrator]
Working with the brightest minds to do things differently and better, all with the aim of creating more and cleaner energy solutions for the generations of tomorrow.
[Graphic]
Shell logo centred on a white background.
[Audio]
Shell mnemonic, piano version