The Shell Project
"We want to increase the power that the pecten gives us"
Shell wants to maintain a strong visual identity. Point. This is one of the reasons why 3M was selected as a
world-wide supplier for Shell’s One Brand Initiative. More specifically, that is why the Shell UK team
turned to 3M’s Scotchprint® Graphics brand or a customised solution for its UK fleet. Working
closely with Greenwich Design Associates, the Shell fleet team developed an innovative design campaign using
Scotchprint Graphics. When the design was approved, the team worked closely with Scotchprint Graphics UK and
the local Scotchprint Graphics Authorized Manufacturer* to make sure that all the technicalities were ironed out.
Designing the Perfect Shell Tanker
Customers, employees, and the world’s financial markets have long rewarded brands that maintain their visual and conceptual integrity over time. The bright yellow-and-red scallop of the Royal Dutch/Shell Group is considered to be one of the world’s most powerful brand symbols. This shell is fondly known as “the Pecten” to Shell employees.
The Pecten has evolved over time, moving from a realistic depiction of a shell in its earliest version to today’s stylised logo, but it has always been the company’s visual reference point. It distinguishes Shell service stations from those of its competitors, as well as other Shell three-dimensional iterations such as products (lubricants, chemicals, etc.), and facilities (retail outlets, factories, fleets and trucks, signage, storage facilities - even oil platforms with bright yellow “legs”).
“We want to increase the power that the Pecten gives us,” explains Martin Beijer, Manager, Marketing Communications & Sales Promotions for Shell in Europe. “It represents our quality and technical skills, and gives us international recognition.”
That is why Shell wants to maintain a strong visual identity on a fleet of trucks toting petroleum all over Europe. European Brand Application Manager Tim Hannagan turned to Scotchprint Graphics for a customised solution for Shell’s UK fleet.
Working closely with Simon Wright at Greenwich Design Associates, the Shell fleet team developed an innovative design campaign using 3M’s brand to meet Shell’s stringent standards. “We predominantly use Scotchprint Graphics on our fleet. It has always been a very innovative solution for fleets. Scotchprint Graphics has always been top of the bill for us. I’ve recommended it to my other colleagues throughout Europe,” adds Tim Hannagan.
Creating a design standard that would incorporate the base design, special promotional add-ons and tough wear-n-tear on a tanker was certainly no easy feat. Simon Wright explains that the secret of successful tanker design is knowing the fleet. Each country has a couple of different types of tankers in different shapes and sizes to consider when designing a Scotchprint Graphics application.
When the design was approved, the Greenwich Design studio team worked closely with Peter Leonard of Scotchprint Graphics UK and Richard Baulu at SSDM, the Scotchprint Graphics Authorized Manufacturer* in charge of the application process, to make sure that all the technicalities were ironed out. Thanks to the Ferrari tanker (pictured) success, the Scotchprint Graphics-Shell promotional fleet story simply grew. Today it has been extended to included 20 tankers with a new product promotion: Shell Optimax.
Shell has found a real partner in the Greenwich Design- Scotchprint Graphics team. “We have the knowledge and support they need. We’re heavily involved in Shell’s visual identity. Basically, we create the visual standards of their fleet - the rules and regulations to apply a promotional graphic to a tanker, if you will.” Definitely.
*The Scotchprint Graphics Authorized Manufacturer Network consists of annually audited, highest quality graphic manufacturers around the globe.
See the Shell Project Video.