The advertisement ends with a graphic featuring the Shell Pecten and the slogan, ‘Go Well – Go Shell’. It's still used on some gas stations. Take your favorite fandoms with you and never miss a beat. [Footage sequence] Images and footage of legendary Ferrari drivers are shown on screen. 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. The changes were subtle, yet they resulted in a cleaner, detailed image. [Footage sequence] Historical black and white footage shows a television broadcaster conducting an interview with driver Graham Hill. The redesign of 1939 made the shape of the shell beater and the count outs — bolder. 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. [Narrator] But above all, we’ve evolved with the needs of our customers, as a business and as a brand. In 1948, the ‘Shell’ name was introduced into the Pecten logo, but again this wasn’t universally applied. The 1909 version featured slightly different proportions, yet it still had a photographic quality. 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. 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 Pioneering Flight Video Transcript [Background music plays] Sound of Shell adaptation. [Narrator] Bringing you engine-cleaning performance fuels such as Shell V-Power. [Footage sequence] An Airbus A380 powered by natural gas sits on a runway and then takes off into the sky. The Innovating in Energy Video Transcript. The footage shows the Pecten both on its own and in situ within advertisements and around the world. [Footage sequence] A plane takes off from a runway, shown from the perspective of someone watching from below. This is followed by various historical shots of Shell filling stations. There are many theories about why the logo changed from a mussel shell to a scallop. At the beginning of the 20th century, those dreams became a reality. The very first she’ll be created in 1900 and featured a slightly naive and not very confident monochrome drawing of a laying shell, with black stripes over a white body and a delicate black outline. [Narrator] …to investing in ground-breaking renewable sources. To make the look of the logo more powerful, the image was placed on a black background. [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 all know how vital fuel efficiency has become… Television announcer speaks to camera with microphone. [Narrator] Creating opportunities to bring people together, increase trade and tourism, and scale new heights…in a world without limits. The yellow image has a thick red outline and a minimum of red stripes over its body. The image started looking more modern and sleek, with minimized accents and distinct lines. [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. On-screen text reads ‘Discovering Britain with John Betjeman’.”. The colors used on the logo are thought to relate to those of the flag of Spain, as Shell built early service stations in California, previously a Spanish colony. And Shell is still involved today, partnering with race teams at tracks around the world – from Formula 1 to MotoGP to Nascar. This design was trademarked in 1900 and is the oldest of 22,000+ trademarks owned by Shell. [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. What is Shell’s Net Carbon Footprint ambition? The emblem was redrawn in 1904 and now the shell was placed vertically, and drawn more detailed, with many black and white stripes, red lurching its structure. We’ve gathered a few of our favourites here to give you a different perspective on who we are and where we’ve come from. Shell opted for this sunny, optimistic combination as a way to emphasize its connection to California and Spain, where quite a few Californian settlers were from. What is Shell's Net Carbon Footprint ambition? Also, some of the versions of the Shell Oil logo included the lettering “Premium Oil” and “Shell Helix Motor Oils.”, The stylized depiction of a seashell in the Shell Gas logo looks the same as in the company’s primary logo, while all the rest is different. Also, there exists a legend, according to which Mr. Graham, a Scotsman by birth, suggested red and yellow, because they were the main colors of his native country’s Royal Standard. [Narrator] We have fueled, financed and supported many of the pioneering flights. Shell was one of the first brands to combine art and advertising, working with some of the UK’s leading artists of their time. 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. W & J Graham and it’s related partnerships comprised a significant trading business originating in Glasgow and London in the 18th century with connected partnerships in Bombay, Calcutta, Rangoon, and Karachi as well … The colors used on the logo are thought to relate to those of the flag of Spain, as Shell built early service stations in California, previously a Spanish colony. [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. In 1930, Shell modified its emblem once again. [Footage sequence] Black and white animated sequence shows a map of Europe and Africa with an animated line travelling from London to Cairo. His family had three scallops in their coat of arms. Later, in 1961, the company started placing its iconic yellow shell on a red background. The Building the Brand Video Transcript [Background music plays]. In 1971 the famous industrial designer Raymond Loewy designed the Pecten logo that is recognisable today. [Narrator] Shell has been by the side of motorists from the beginning, encouraging drivers to climb in, get out and explore. (adsbygoogle = window.adsbygoogle || []).push({}); Copyright © 2016-2019 All rights reserved. Super Shell with ICA gives more go for what you pay. Since the very beginning of the brand, in 1900, the shell has been the main element of the logo, and only gained additional lettering twice, in the 1940s and the 1950s. [Narrator] Over the last 100 years our logo and visual identity have evolved and moved with the times while remaining instantly recognizable as Shell. Shell’s heritage is all about the power of bright ideas. [Footage sequence] Historical black and white footage shows men standing on a beach watching a propeller plane about to take off. [Narrator] …both for the environment and for keeping motoring accessible. By this time period, the now-iconic yellow-and-red shell design began to materialize. [Narrator] Deploying our people, expertise and pioneering spirit to reach new benchmarks of efficiency and sustainability. Cars are shown racing on the track as well as being repaired during pitstops. [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. [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. In 1955 the contours and accents of the shell were minimized, and the lettering changed its color to red, having its lines shortened and made more delicate. [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. [Narrator] Because building a better life for more people increases the demand for energy. The visual identity of one of the world’s most reputable oil and gas companies has always been based on the graphical representation of its name, Shell. [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. [Graham Hill] “Well a racing engine is tremendously tough on oil.”. In the early 1990s the current colours were introduced. 1948–1955. Oil, please.”, [Shell petrol station patron] “What sort, sir?”. The Shell logo originated in the Graham family coat of arms, which includes three scallop shells, representing St James and in recognition of pilgrimage to Compostella in Galicia. [Narrator] Or through the exciting experiential activities we host. [Footage sequence] Modern day footage of Shell scientists working in Shell laboratories. One theory states that it was the idea of a businessman who imported Shell kerosene into India. The iconic yellow and red color palette was adopted by the company in 1948, and this was the time when the lettering was placed over the shell, written in bold white sans-serif with clean straight contours and thick lines. [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] It’s been 70 years since the first Ferrari rolled off the production line at Maranello, and innovation within motorsport has continued at pace. 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 for the wordmark, today it is not an official element of the Shell visual identity, though still can be seen on some of the stations and products. [Footage sequence] Footage of sheet music appears on screen, followed by footage of the ‘Sound of Shell’ being recorded in Abby Road Studios. [Footage sequence] Drivers celebrate after victories in motorsport, featuring flowers and trophies being held in the air and champagne being sprayed. [Footage sequence] Historical footage of the Pecten at its inception and throughout history. [Footage sequence] Black and white footage of a television broadcaster standing beside a racetrack with cars whizzing by. [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. 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. This design was trademarked in 1900 and is the oldest of 22,000+ trademarks owned by Shell. Our history is a treasure trove of fascinating facts - featuring everything from world firsts to great artists. Shell was there alongside the earliest motorsport pioneers, helping to fuel their dreams of turning a new mode of transport into an exciting way to compete. [Narrator] Mankind has always looked to the skies… and dreamt. [Background music plays] Sound of Shell adaptation. For instance, the color palette is based on blue and white, which can be partly explained by the fact that the color of gas is blue. The best part of it all? [Footage sequence] Black and white footage of a Shell station attendant holding a petrol pump and singing. [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.

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