Logo Research Assignment
For the logo research assignment I chose to focus on the Royal Dutch Shell. The first logo appeared in 1900, was a mussel shell but then changed to a scallop shell in 1904 to give a visual representation of the brand’s name. There has been some evidence that the logo was taken from the Marcus Samuel, the founder, family’s coat of arms. Shell started as two separate companies that merged together. The Royal Dutch Petroleum Company and Shell Transport and Trading merged in 1907. They first used color on their logo at around 1915 when they constructed their first service stations in California. They used the red and yellow from Spain’s flag to try and create an emotional bond toward the early settlers that arrived in California. The logo became more simplified through the 1950’s. Shell’s current emblem was introduced in 1971 and was created by Raymond Loewy, a French-born industrial designer. Today, it has become one of the most recognizable logos in the world.
