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Pecten Shines at Shell

Issue Date: CSP Daily News, September 21, 2009

HOUSTON — Shell unveiled its new “visual identity standard” for Shell retail sites. Updating the company’s Retail Visual Identity (RVI) designed in 1992, the new look—dubbed RVIe—is “an evolutionary change,” according to spokesperson Michael Clingan.

“RVIe maintains the core branding colors in a refreshed and modernized look to ensure that Shell continues to express fuel leadership yet it can naturally integrate with the existing network of RVI sites,” he told CSP Daily News. “Additionally, RVIe reduces costs to the business through the simplification of the Shell curviness to more modern proportions and angles which is easier to implement and manage.”

Highlights of the RVIe Design are:

  • Introduction of the use of the pecten (scalloped shell image) on the canopy (in lieu of the word “Shell”), which is more recognizable and more zoning friendly.
  • A simplified fascia design for easier implementation. Elimination of corner treatments.
  • A white prime sign through the removal of the dark grey previously used, “resulting in a cleaner looker and more visible messaging.” The pecten also is accentuated by a halo for better nighttime viewing.
  • LED price panels as a standard for the prime-sign “price zone.”

(Click here to read the history of the Shell logo.)

Houston-based Shell Oil Products US is in the midst of a three-year process to sell off its retail holdings by 2010. The company is continuing its plan to dissolve its multisite-operator (MSO) partnerships and to grow through the wholesale class of trade, including wholesaler joint ventures, transitioning more markets from direct-supplied to wholesale- or wholesale/joint-venture-supplied markets.


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