Shell
Visual Language

In recent years, Shell has seen its business enter the home utilities market by providing services such as gas, electricity and broadband direct to the home. This shift in the consumer business offer needs to be reflected in Shell's brand and it's experience. How it connects visually and verbally with its new audience is vital to the success of the business. The new, bold tone of voice draws from the brand's heritage and builds on the universally recognised 'pecten' symbol.

This fresh, simple and direct approach reinforces the brand's positioning while providing a more 'human' and 'authentic' aesthetic.

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