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SHELL VISUAL IDENTITY The Basic Elements of the New Shell Visual Identity Explained OCTOBER 2010


Shell Visual Identity Communications Policy | Introduction

An introduction from the gm, marketing, North america

Shell Wholesalers, As you know, the Shell brand is a force in the industry, and your commitment to the brand has been a key lever to our combined success for many years. The brand is an expression of who we are collectively and what we stand for. And the Shell Pecten, in particular, has become the symbol of our culture of innovation and leadership. Beginning January 2011, the Shell Visual Identity, or how our brand is projected in all communications will evolve to better communicate messages more clearly. The purpose of these changes is to improve the consistency and coherence across all Shell communications – making them look like they come from the same company. By using this policy, together we will drive the effectiveness of our communications. A summary of the factors of the new Visual Identity includes:

“The purpose of these changes is to improve the consistency and coherence across all Shell communications — making them look like they come from the same company. By using this policy, together we will drive the effectiveness of our communications.”

This brochure will provide you and your staff with an overview of the key elements of the new Shell Visual Identity. I ask that you review these details and adopt the new guidelines in your locally-developed advertisements and point-of-purchase creative beginning in January 2011. Please do not hesitate to ask for support if needed. As ambassadors of the brand and the face of Shell in your communities, we will continue to build the Shell brand in the US together. Thank you in advance for adopting these guidelines in your communications to consumers.

• the Pecten is the symbol of the brand and has not changed; • p  rimary color palette remains (red, yellow, white) with a simplified supporting color selection;

Sincerely,

• introduction of the “Primary Lock-up,” replacing the “Wave” or “Branding Zone” David Bunch General Manager Marketing, North America

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Shell Visual Identity Communications Policy

new shell visual identity overview The Evolution of Shell Communications

Shell Billboard with Kroger Alliance (Before)

BEFORE

AFTER

Shell Billboard with Kroger Alliance (After)

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Shell Visual Identity Communications Policy

new shell visual identity overview Pecten ■ T he brand is Shell. The focus of all brand investment and brand building. ■ T he Pecten is the symbol of the Shell brand. It has not changed. ■ Use the Pecten alone in its own free space, where possible. ■ W  here possible, the Pecten should be in red & yellow and always have the white keyline around it (even on a white background). ■ F or Black & White ads, use the black Pecten with white keyline. Reversed out white is also permitted on a dark background.

Typeface ■ W  e have selected four different weights of the Futura typeface to give flexibility within the same style. These are: Light, Book, Medium and Bold. ■ O  nline typeface: the only exception to using the selected Futura family is Verdana for online HTML purposes. It has been selected to be compatible with general worldwide web standards.

Futura Light Futura Book Futura Medium Futura Bold

For online HTML text:

Verdana

Primary Palette:

Color Palette and Tints/Gradation of Color ■ T he color palette of Shell is made up of three color palettes:

■ ■ ■

Primary (yellow, red, white) Supporting (ten colors and tints) Neutral (five colors and tints)

■ T he primary and supporting colors can be used at 60%, 40% and 20% tints. Neutrals consist of 80%, 60% and 40% of black.

Primary & Neutral Color Palette:

Supporting Color Palette:

PMS 116c

PMS 485c

White

PMS 294c

PMS 313c

PMS 630c

PMS 382c

PMS 348c

Black

PMS 425c

PMS Cool Gray 10c

PMS 260c

PMS 7439c

PMS 7506c

PMS 144c

PMS 175c

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Shell Visual Identity Communications Policy

new shell visual identity overview NEW – The Primary Lock-up ■ T he primary lock-up is not a new logo; it is a device that helps present the Pecten – much like the previous “wave” branding zone (which is no longer used). ■ The primary lock-up replaces the branding zone and should be used in communications such as: print ads (magazine, newspaper, yellow pages, etc.), billboards, posters, brochures, POP, online banners, etc. ■ The primary lock-up is composed of two squares:

■ ■

The “Pecten Tile” The “Energy Tile”

■ T he yellow energy tile draws attention to the Shell Pecten, reinforcing the power of the Shell brand.

“The Wave/Branding Zone” (No longer in use)

■ Position and orientation of the primary lock-up:

■ ■

The Pecten tile should never touch the edge of the layout The primary lock-up enjoys flexible positioning at any side of the composition

Pecten tile

Energy tile

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Shell Visual Identity Communications Policy

new shell visual identity overview NEW – The Grid System ■ W  hen using the primary lock-up, we use a system of gridded squares that provide guidance on how to organize icons, typography, image and graphic devices. ■ O  n all layouts, the primary lock-up is positioned on 4x2 grid squares along a side to which the grid squares are perfectly aligned.

Half Letter Size 8.5" x 5.5" (mailer)

Letter Size 8.5" x 11" (flyer)

Tabloid Size 11" x 17" (double-page spread)

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Shell Visual Identity Communications Policy

new shell visual identity overview NEW – Content Box ■ T he content box is a device for placing information such as copy, logos, etc. It is the only graphic device permitted in external communications. ■ C  ontent box must originate from the Pecten tile of the primary lock-up (it must never cover the energy tile). The box can extend horizontally and vertically. ■ T he content box should never originate from more than two sides of the Pecten tile. This means that the Pecten tile will always be located in the corner of a content box. ■ T he content box must always extend a minimum of one grid tile beyond the Pecten tile – this is so that the content box never looks like a simple bar. ■ C  ontent box detail – the content box has its own minimum internal clear space which is equal to 30% of the height of the Pecten.

Content Box

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Shell Visual Identity Communications Policy

new shell visual identity overview NEW – Third Party Branding and the Content Box ■ ‘Third-party’ refers to an independent brand that is not owned by Shell – such as a wholesaler’s logo or convenience store brand. ■ Position third party logos in the content box (see image A). ■ If needed, third party logos may be placed in an opposite corner from the primary lock-up (see image B). ■ T hird party logos must be 60% of the size of the Pecten and no wider than two grid squares (the same width as the yellow energy tile). Image A

Image B

OVERVIEW V1 [10/10]

THE PRIMARY GRID SYSTEM LOCK-UP

CONTENT BOX

COLOR

TYPOGRAPHY

EXAMPLES

CONTACT V1 [9/10]

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Shell Visual Identity Communications Policy

new shell visual identity overview EXAMPLES

Shell Billboard with Fry’s Alliance

Shell Drive For Five Card Pole Sign

Shell Pump Topper with Winn Dixie Alliance

Shell Pole Sign with Winn Dixie Alliance

Shell Print Ad Alliance with Smith’s

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Shell Visual Identity Communications Policy

new shell visual identity overview

Notes

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For logo artwork and templates, contact J. Walter Thompson (JWT) at 713-655-3525 or email houadmaterials@jwt.teamdetroit.com For questions or assistance with the Shell Visual Identity, contact Todd Jackson at 713-241-8223 or email todd.jackson@shell.com


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