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

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Shell Visal Ientity mmnicatins Plicy | Intctin

AN INTroduTIoN fro TE TE g, ArkETINg, NorT NorT AErIA

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, 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; • primary color palette remains remains (red, yellow, yellow, white) with a simplied supporting color selection;

Sincerely,

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







hell visual dentity Communications Policy

w  v  vrvw The Evolution of Shell Communications

hell Billboad ith Koge lliance (Befoe)

BEFORE

AFTER

hell Billboad ith Koge lliance (fte)








w  v  vrvw Pecten ■

ThebrandisShell.Thefocusofallbrandinvestment andbrandbuilding.

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ThePectenisthesymboloftheShellbrand. t has not changed.

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UsethePectenaloneinitsownfreespace,wherepossible. UsethePectenaloneinitsownfreespace,wher epossible.

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Wherepossible,thePectenshouldbeinred&yellow andalwayshavethewhitekeylinearoundit(evenona whitebackground).

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ForBlack&Whiteads,usetheblackPectenwithwhite keyline.Reversedoutwhiteisalsopermittedonadark background.

Typeface ■

WehaveselectedfourdifferentweightsoftheFutura typefacetogiveexibilitywithinthesamestyle.Theseare: Light,Book,MediumandBold.

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Online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 Fuua Book Futua Medium

Fo online M text:

Verdana

Futura Bold

Primary Palette:

Color Palette and Tints/Gradation T ints/Gradation of Color ■

ThecolorpaletteofShellismadeupofthree colorpalettes: ■ ■ ■

■

Primary(yel Primary(yellow low,red ,red,whi ,white) te) Supporting(te Supporting(tencolor ncolorsand sandtints) tints) Neutral(v Neutral(vecol ecolorsan orsandtints dtints))

Theprimaryandsupportingcolorscanbeusedat60%, 40%and20%tints.Neutralsconsistof80%,60%and

Primary & Neutral Color Palette:

Supporting Color Palette:








w  v  vrvw NEW – The Primary Lock-up ■

The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).

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he pimay lock-up eplaces the banding zone and shouldbeusedincommunicationssuchas:printads (magazine,newspaper,yellowpages,etc.),billboards, posters,brochures,POP,onlinebanners,etc.

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Theprimarylock-upiscomposedoftwosquares: ■ ■

■

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The“Pecten The“PectenTile Tile”” The“Energy The“EnergyTile Tile””

The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exiblepositioningatany sideofthecomposition

Pecten tile

energy tile








w  v  vrvw NEW – The Grid System ■

When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.

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Onalllayouts,theprimarylock-upispositionedon4x2 gridsquaresalongasidetowhichthegridsquaresare perfectlyaligned.

alf ette ize 8.5" x 5.5" (maile)

ette ize 8.5" x 11" (ye)

abloid ize 11" x 17" (double-page spead)










w  v  vrvw NEW – Content Box ■

Thecontentboxisadeviceforplacinginformationsuchas copy,logos,etc.Itistheonlygraphicdevicepermittedin externalcommunications.

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Content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.

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The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.

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The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.

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Content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








w  v  vrvw 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.

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Positionthirdpartylogosinthecontentbox(seeimageA).

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Ifneeded,thirdpartylogosmaybeplacedinanopposite cornerfromtheprimarylock-up(seeimageB).

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Third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). mage 








w  v  vrvw EXAMPLES

hell Billboad ith Fy’ Fy’ss lliance








w  v  vrvw

Notes







For logo artwork and templates,









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