Working with Paul Barlow of l-and-co, we’ve recently carried out a worldwide review of the Shell brand and visual identity.
Research with Shell’s customers showed that, beyond the petrol station, Shell’s famous brand had started to look dated, fragmented and incoherent. This incoherence was beginning to communicate a lack of confidence and direction, and at worst a sense of isolation and complacency. The Shell brand was beginning to be perceived as not as relevant, attractive or well managed as its major competitors. Its power was not being harnessed effectively.
Our recommendations were to make more of Shell’s distinctive visual assets - the famous Pecten and the yellow, red and white colours - and to create a simpler and easier communications system. There were three objectives: to reinforce the historical values of substance and trust that customers associate with the Shell brand; to enable Shell’s communications to look more contemporary; and to make the whole Shell brand feel more focused and coherent.
Shell’s creative partners Imagination, www.imagination.com and Antidote, www.antidote.co.uk, created the new design system, guidelines, and an active brand management process . New communications are now appearing everywhere and the system and process have been embraced with enthusiasm and commitment across the organisation and by Shell’s creative partners.