* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.
Shell appears in the following brand league tables:
Rank 12 in the
Global 500 2013.
Rank 1 in the Netherlands 50 2013.
Rank 1 in the Brands of British Origin Top 50 2013.
Rank 19 in the Global 500 2012.
Rank 1 in the Netherlands 50 2012.
Rank 3 in the Brands of British Origin Top 50 2012.
Rank 30 in the Global 500 2011.
Rank 1 in the Netherlands 50 2011.
Rank 5 in the Brands of British Origin Top 50 2011.
Rank 26 in the Global 500 2010.
Rank 5 in the Brands of British Origin Top 50 2010.
Rank 30 in the Global 500 2009.
Rank 34 in the Global 500 2008.
Rank 34 in the Global 250 2007.
2013 brand performance*
* Figures taken on 31st December 2012.
2012 brand performance*
* Figures taken on 31st December 2011.
2011 brand performance*
* Figures taken on 31st December 2010.
2010 brand performance*
* Figures taken on 31st December 2009.
Brandirectory user rating*
* Average values from a total of 13 votes.
Over the years the Shell logo has gone through various transformations. The early Pecten emblems were more intricate, with shading rather than colour, but there has been a shift towards simplicity as time has progressed. The current logo is a simple Shell symbol, coloured yellow with a red outline.
The Pecten seashell emblem was introduced in 1904, to give visual emphasis to the word “Shell”. Each of Samuel’s tankers carrying kerosene had been named after a different seashell. It is thought that the reason the Pecten was chosen was down to a man named Mr. Graham, who imported the oil into India and sold it under the name Graham’s Oil, then later became a Director of Shell Transport and Trading Company. There is some evidence that the Pecten symbol comes from his family coat of arms.
It is likely that the choice of yellow and red in the logo are linked with Spain. When the Shell Company of California first built service stations, they had to compete against other companies. They therefore had to choose bright colours, but not ones that would offend Californians and as the state had strong connections with Spain, the colours red and yellow of Spain were chosen.
Shell has used various marketing campaigns with different slogans, such as “You Can Be Sure of Shell”, “Go Further with Shell” and “Go Well – Go Shell”. In 2007, Shell used the phrase “Made to Move” in their £2 million globally-aired TV commercial, in which Formula One cars were driven through various capital cities.
Shell is the official sponsor and creator of the Eco-Marathon, an annual competition in which participants build special vehicles to achieve the highest possible fuel efficiency. It is a global competition with events in the UK, France, Germany, Finland, Holland, Japan and the USA.
Shell has sponsored the Ferrari team in Formula One for many years, since Ferrari’s first appearance in the sport in 1950. The partnership is also present in MotoGP and World Superbike racing. It is mutually beneficial, not just in promoting both brands, but also in developing better fuels for Shell, and Ferrari being given access to these fuels for testing and racing use.