What Is the Shell Logo?
The Shell logo is a scallop shell, drawn in red and yellow, which Shell calls the Pecten. It belongs to Shell, the British energy company that sells fuel, lubricants and gas, which took its present form in 1907 when the Shell Transport and Trading Company merged with Royal Dutch.
The shell often appears with the name Shell beneath it, and some product lines have names of their own, such as Shell V-Power fuel and Shell Helix oil. The scallop on its own is available as the Shell logo SVG.
Shell Logo Facts
| Designer | Raymond Loewy (1971 version) |
| Introduced | 1971 |
| Symbol | A scallop shell, the Pecten |
| Logo type | Pictorial mark: a red and yellow scallop shell |
| Earlier mark | A black and white mussel shell, trademarked in 1900 |
| Owner | Shell plc |
What the Shell Logo Means
The shell is a picture of the company's name, and the name goes back to real seashells. In the late 19th century Marcus Samuel senior imported seashells from the Far East. When his sons, Marcus junior and Samuel, needed a name for the kerosene they were exporting to Asia, they chose Shell.
Pecten is the Latin word for scallop. Shell says there are many theories about why the mussel became a scallop. One theory credits a businessman who imported Shell kerosene into India, whose family coat of arms carried three scallops.
The origin of the red and yellow is also uncertain. Shell gives two explanations: both colours are used in maritime signalling, which suited an export business, and Samuel junior picked red to make his kerosene cans stand out against the blue of rival Standard Oil.
Shell Logo History
The first Shell logo was a black and white mussel shell, trademarked in 1900. Shell says it is the oldest of the more than 22,000 trademarks the company owns. By 1904 the mussel had given way to a scallop.
In 1930 the Pecten was given a more formal design and applied to packaging, signs and vehicles. It could be printed in white, yellow or red, but local redrawing meant variations were common. In 1948 the name Shell was placed inside the shell, though not every country followed. A simpler shape followed in the mid-1950s, suited to the new printed transfers used on petrol pumps and shop signs.
In 1971 the industrial designer Raymond Loewy drew the Pecten in the form used since. He took the name out of the centre of the shell and set it below in a typeface made for the purpose. His guidelines show the geometry of the mark, built from soft curves. In the early 1990s Shell introduced a warmer red and yellow to soften the look of the brand.
In 2015 Shell added a sound logo, the Sound of Shell, to go with the visual mark.
Shell and Ferrari
Shell's technical partnership with Ferrari began in 1949, the year Ferrari first won the Le Mans 24 Hours as a manufacturer (compare the Ferrari logo). Shell says its V-Power fuel and Helix Ultra oil were developed alongside the Ferrari Formula 1 team. Michael Schumacher won his fifth straight Formula 1 drivers' title in a Shell-fuelled Ferrari in 2004.
For more brands like Shell, browse our energy logos.
Frequently Asked Questions
Why is Shell called Shell?
Marcus Samuel senior imported seashells from the Far East, and his sons chose the name Shell for the kerosene they exported to Asia.
What shell is in the Shell logo?
A scallop, which Shell calls the Pecten. The first logo of 1900 showed a mussel shell.
Who designed the Shell logo?
Raymond Loewy designed the Pecten in its modern form in 1971.
Why is the Shell logo red and yellow?
Shell says the origin is uncertain. Both colours are used in maritime signalling, and red set Shell's kerosene cans apart from Standard Oil's blue.