Moreover to the design of big brands logos I am going to be looking at how shell branding themselves in the huge competitive market of selling fuel. Throughout the many years of their history there have been a few major changes within their logo obviously to keep it looking modern. They didn’t only have one designer having an input they had a few.

Taken from their website they say, “The form of the Shell emblem has changed gradually over the years in line with trends in graphic design. The current emblem was introduced in 1971. Thirty years on it stands the test of time as one of the world’s most recognised symbols.”

Sourced from http://www.shell.com/about-us/brand.html

At first Shell used a mussel to represent them when they first established, moving on four years on they decided to change the shell to a pecten which is pretty much a giant scallop. The more they tried to modernise it through 1904-1948 it started to look a little too rough and still look like a sketch, in 1955 they cleaned it up a little but still there was something missing or there was in fact too much still. In 1971 a designer named Raymond Loewy came and turned it into something great and bold which stood out from every single past attempt. Ever since then the shape has never changed there has only been change with the font and mostly the colours used.

The great thing about the Shell logo is that when you’re driving the logo stands out incredibly with it illuminate colours. It’s so easily recognised as a rebus (A rebus (/ˈrē-bəs/) is an illusion device that uses pictures to represent words or parts of words. It was a favourite form of heraldic expression used in the Middle Ages to denote surnames.)

Doing this bit of research has made me think more on my target audience and how a logo has to change every so often to keep up with modern design.