Brand

The Shell brand is globally recognised and represented by the look, feel and voice of our digital products. This is an introduction to further in-depth guidance on how to express and maintain the Shell brand in digital products. Contact the Brand Central team for any additional queries or guidance.

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The Pecten

The Pecten is the core of Shell's brand identity and is a globally recognised symbol. It is used across all our digital products and print communications.

Specific guidance on ensuring the Pecten is used correctly in digital design is explained in detail in the Pecten component page, along with key information and useful resources.

Learn more about the Pecten component.

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Colour

Shell colours convey our brand's values and personality with a palette of primary, secondary and neutral colour assets. These create visually consistent digital products across Shell businesses.

Explore brand colours and how to use them in our colour guidelines.

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Iconography

Shell icons represent the brand as visual symbols used to represent objects, actions and ideas. They showcase our contemporary aesthetic and communicate meaning in our digital interfaces.

Learn more about icons and how to use them in our iconography guidelines.

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Typography

Shell font forms our primary typographic system. It is an expression of our brand through its design and use with secondary typeface, colour, weighting, and many other important style considerations which reflect and celebrate the Shell brand in digital products.

Learn more about typography in our typography guidelines.

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Voice and tone

The Shell voice humanises and differentiates our brand. Our voice is consistent and should be as recognisable in words as it is in design.

Like music, our voice is a blend of four key notes that represent the Shell brand in writing, which are committed, confident, collaborative and optimistic.

Read more about the Shell voice, and how tone adapts to suit various contexts in digital products in our content guidelines.