Shell

In 1907, the Royal Dutch Company from the Netherlands merged with the Shell Transport and Trading Company from Britain forming Royal Dutch-Shell. After WWI, the company expanded their market into North America and was one of the largest oil companies by the 1960s.

The shell logo first appeared in 1891 as the trademark for a small London shipping business. When the owner, Marcus Samuel, incorporated the Shell Transport and Trading Company in 1897, the shell logo came along. By 1904, the logo took on the scallop design that has been the trademark of the company for over one hundred years.

Shell began building its first filling stations in 1915 in California. In order to attract customers, they opted for a bright color scheme. Due to California's strong Hispanic ties, the company chose the red and yellow of the Spanish flag. Red and yellow have remained the company colors for nearly one hundred years.

Royal-Dutch Shell formed Shell Eastern Petroleum Products in 1929 for distribution in the eastern United States. At this time a number of Art Deco filling stations were constructed, and the shell logo became slightly more refined.

During 1930s, the red and yellow shell boasting the name Shell across the middle was developed.

By the 1950s, the sign developed a more three-dimensional shape.

In the 1960s, the logo was changed from a free-standing shell to a shell on a square background. At this time, beginning in 1958, Shell constructed their popular Ranch style stations with low, gable roofs.

The current logo was developed in 1971. The shell design was simplified and the brand name was moved from the center of the shell to a space beneath it.