B1 Design Specifications
| Aesthetics: The original logo of Shell should be combined with the flame icon in the background. | The purpose of changing the logo is that the current one needs clarity and coherence. Based on the research in A2, Shell’s products are gas and oil, not reflected in the brand image. It is useful for the company’s concept to combine oil products’ theme with the well-known image of a shell. The shape of the logo should not be changed as it has become a symbol of world-famous concern (Uncy and Gülsüm 2636). These days, the Shell emblem is registered as a trademark in more than 160 countries worldwide (Uncy and Gülsüm 2636). However, the product and the green initiative should be reflected since it is unclear to the audience that these are central points for Shell. Behind the original logo, the flame icon should be placed, being an oil and gas industry symbol. It is a simple vector illustration, isolated on white background. |
| Aesthetics: The logo must also use vibrant colors such as green, black and yellow | It is crucial since the logo should reflect the company’s new directions and promote Shell’s green initiatives to reach a more loyal audience and expand their profits with better economic performance. The current logo is simple; however, the red-yellow color makes references to fire. According to the A2 research, in case of the damaging reputation due to the oil leak, which polluted and ruined several Nigerian farmers’ lands, it is better to develop Shell’s sustainability and concern about the environment. Thus, the primary color should be green as a symbol of renewal and a recycling sign that would immediately associate a potential client with a green initiative. It can also include black and yellow elements as a reference to oil and gas products. |
| Aesthetics: The product should use no more than three colors incorporated into it. | It is a crucial point as, according to the A2 research, some people cannot see the full-color spectrum, so the color of the palette should be limited and consists of contrast tones. Color-blind people can misidentify the current combination of red and yellow. Adopting more different colors that are similarly identifiable and contrasts can involve a broader audience. Considering this aspect, fewer colors in a design make the interface distinguishable for those users. This is recognized through the visual analysis of the logo. As minimalism is a trend regarding the target audience, it can become a useful tool for color visibility. |
| Aesthetics: The font that is used in the logo must be clear and reflect the values of the company | The current font highlights the company’s nature, which can be considered stoic and serious. It reflects its status as a household name in the field of fuel. This viewpoint matters since the primary data collected in the A2 section confirmed that one of the issues is the accessibility and the visibility of the text. For the logo, a visually strict and businesslike font should be chosen in a soft black shade, opposing yellow and green. The factors that identify the appropriate font are gained from the analysis of the target audience. The font size and style can be similarly adjusted to meet the needs of the audience. |
| Size: The logo requirement is to fit on a 5 cm by 5 cm area. | It is important since an image with these dimensions can be successfully uploaded to most platforms. Other options for the aspect ratio of the picture can be adopted. According to primary research, the main point is that the loaded logo should look good; the brand name will also be easy to read. When planning to use a logo for printing, it must be presented in vector format; recommended ones are PDF, SVG, and EPS (Bresciani and Paolo 386). In this format, the logo will retain its quality indicators; it is recommended to change an image of the maximum size working with raster graphics (Bresciani and Paolo 386). It is needed so that the brand mark can be easily edited. |
| Software: Adobe Illustrator will be used to create the logo | It is crucial to use Illustrator as a logo design software. According to re A2 research, the logo presents the most severe difficulty in translating customers’ accurate messages. The best way to access it is to measure time costs; therefore, this industry-standard software makes it easy to create remarkable logos for any industry, style, and medium. |
| Content: The company mission must be featured throughout the advert. | It is necessary to ascertain a way to capture the new generation’s attention, considering the audience the company has already accumulated. The advert should not include much wording as an excellent advertisement requires easily recognizable motives to remember. Consequently, in the case of Shell, it is recommended to prioritize contrasting colors, representing its goals, values and products. The current advertisements need an understanding of the purpose of the presentation. By making the commercials more straightforward to follow, the company can attract a larger audience. This can include the images of oil and gas production and consider the natural forces and green landscapes to emphasize sustainability and ecological concerns. Furthermore, the effectiveness can be determined through the feedback of Millenials. |
| Customer: The advertisements should be promoted on popular social media platforms. | It is important to include social media since one of the main goals of the company’s rebranding is to increase the audience and draw the attention of millennials. Since the target audience is millennials, the use of public platforms will bring benefits. This can be measured since customers can share their opinions, interact with others, giving feedback on the company’s performance. People can spread positive experiences with the product and intentions. In the case of a company like Shell, a personal approach may be practical. |
| Engagement: Giveaways offer particular products and services with a focus on the company’s objectives. | It is vital to engage the customers on a comfortable level, using the recognized Shell’s intentions. The free aspects of giveaways can also work in the company’s favor, which can be evaluated by a cost analysis and financial performance. Simple designs and approaches present the product and bring a person’s attention to the central point. |
| Cost: Advertisement must be free to view and create. | It is important to choose a free advertising board as most of them are overloaded with spam and are not in high demand among potential customers. According to the product analysis in A3, a closer association between Shell and human life is needed, which might be enjoyable. Therefore, choosing a freeboard on the Internet necessitates assessing its real traffic and advertisements’ quality. This can be determined by a cost analysis and customer behaviors. The audience perceives such advertising on the Internet as the most honest and objective. Besides, its effectiveness does not misplace the communication activities implemented for the business. |
Works Cited
Bresciani, Sabrina, and Paolo Del Ponte. “New brand logo design: Customers’ preference for brand name and icon.” Journal of Brand Management vol. 24, no. 5, 2017, pp. 375-390.
Uncu, Gonca, and Gülsüm Çalişir. “From past to present; Evolution of the logos: Apple, Shell & Coca Cola cases.” Social Sciences vol. 14, no. 5, 2019, pp. 2623-2640.