Shell - Global Retail Visual Identity

  • Owain Roberts

A comprehensive redesign of all forecourt elements to refresh the retail identity, focus on fuels, clarify the customer journey, simplify the decision process and reduce total cost of ownership. A flexible and adaptable kit of parts was created with design innovation including removing the word ‘Shell’ and using only the ‘Pecten’, a simplified fascia design for easier implementation, LED illumination and pricing, removing the previously heavy use of dark resulting in a cleaner, more visible identity. After prototypes were tested in Singapore and London, comprehensive guidelines were produced to ensure brand consistency across the globe in roll out.