Royal Dutch Shell
Shell Malaysia Trading Sdn Bhd All rights reserved. P.O. Box 11027 50732 Kuala Lumpur generalpublicenquiries-my@shell.com Tel: 1300 88 1808 Fax: 1300 13 0255 by Hanida Hussien (HHCY)
Selamat Datang!
Welcome!
Welkom! Verwelkomen!
Introduction As you know, the shell brand is face 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 Pectren, in particular, has become the symbol of our culture of innovation and leadership.
Beginning April 2018, the Shell Visual Identity, or how our brand is projected in all communication will evolve to better communicate messages clearly. The purpose of these changes is to improve the consistency and coherence across all Shell communications – making them look like they came 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 adapt the new guidelines in your local-developed advertisements and point-of-purchase creative beginning in April 2018. 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 Malaysia together. Thank you in advance for adopting these guidelines in your communications to consumers.
“The purpose of these changes is to improve the consistency and coherence across all Shell communications – making them look like they came from the same company. By using this policy, together we will drive the effectiveness of our communications.”
Ben van Beurden Chief Executive Officer
Pecten The brand is shell. The focus of all brand investment and brand building The pecten is the symbol of the shell brand. It has not changed. Use the pecten alone in its own free space, where possible. Where possible, the Pecten should be in red & yellow and always have the white keyline around it (even on a white background). For Black & White ads, use the black Pecten with white keyline. Reversed out white is also permitted on a dark background.
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Typeface We have selected four different weights of the Futura typeface to give flexibility within the same style. There are: light, Book, Medium and Bold. 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 Futura Book Futura Medium Futura Bold For online HTML text Verdana
Color Palette and Tint Gradation of Color Primary & Neutral Color Palette:
RGB 218 41 28 HEX/HTML DA291C CMYK 0 95 100 0
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RGB 255 205 0 HEX/HTML FFCD00 CMYK 0 14 100 0
The color palette of Shell is made up of the three color palettes: Primary (yellow, red, white) Supporting (ten colurs and tints) Neutral (five colors and tints)
The primary and supporting colors can be used at 50%, 40% and 20% tints. Neutral consist of 80%, 60% and 40% of black.
Supporting Color Palettees
R-0 G - 77 B - 140 #00408C C - 99 M - 71 Y - 16 K-3
R-0 G - 148 B - 172 #0094AC C - 79 M -21 Y - 27 K-4
R - 108 G - 202 B - 208 #6CCAD0 C - 57 M -0 Y - 22 K-0
R-0 G - 124 B - 79 #007C4F C - 87 M -26 Y - 80 K - 12
R - 186 G - 206 B - 75 #BACE4B C - 35 M -2 Y - 82 K-0
R - 103 G - 22 B - 97 #671661 C - 69 M -100 Y - 25 K - 17
R - 193 G - 157 B - 199 #C19DC7 C - 28 M -44 Y-2 K-0
R - 211 G - 203 B - 195 #D3CBC3 C - 20 M - 18 Y - 22 K-1
R - 122 G - 48 B - 18 #7A3012 C - 32 M - 83 Y - 99 K - 43
R - 251 G - 136 B - 33 #FB8835 C-0 M - 56 Y - 82 K-0
NEW – The Primary Lock-up The primary lock-up is not a new logo; it is a device that helps to present the Pecten – much like the previous “wave” branding zone(which is no longer use) The primary lock-up replaces the branding zone and should be used in communications such as; print ads(magazine, newspapaer, yellow pages, etc.), billboarda, posters, brochurs, POP, online banners, etc.
The Wave/Branding Zone” (no longer in used)
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