SHELL (logo research)

       I am focusing on the Shell gas station in my research for this paper. Shell was owned by Marcus Samuel.The first logo that he created in 1900 for SHELL was black and white. This is when shell was shipping kerosene to the "far east". The logo continued to change into various shapes of a seashell. In 1915 they started selling gas and built up gas stations in California. At this time there was a lot of competition for selling gas. In result, the company had to think of a way to attract more customers. They did this buy evolving the logo into a bright red and yellow sea shell which also said in white letters on it,"SHELL". There was also evidence of the red and yellow colors coming from the owners coat of arms. The new logo was mostly a graphical element but had a flashy title of white helvetica on it. The logo slowly evolved in small ways until 1999. This is the last time the logo was updated and since the company is so well known in the current day, the company decided that it was safe to take off the type face "SHELL" on it. It is now just the red and yellow seashell.