This timeline gives an overview of the development of Shell's (the oil company) logo.
For more than 100 years the word ‘Shell’, the “Pecten” emblem and distinctive red and yellow colours have identified the Shell brand and promoted the corporate reputation.
The word "Shell" first appeared in 1891, as the trade mark for kerosene being shipped to the Far East by Marcus Samuel and Company. This small London business dealt originally in antiques, curios and oriental seashells. These became so popular – the Victorians used them to decorate trinket boxes in particular – that soon they formed the basis of the company’s profitable import and export trade with the Far East.
The word was elevated to corporate status in 1897, when Samuel formed The “Shell” Transport and Trading Company. The first logo (1901) was a mussel shell, but by 1904 a scallop shell or ‘Pecten” emblem had been introduced to give a visual manifestation to the corporate and brand name.