An Evolutionary Examination of the Royal Dutch Shell Logo

Abstract

This is a semiotic analysis of the Royal Dutch Shell logo (the Pecten—scallop shell). More specifically, we looked at the evolutionary examination of the corporation’s logo from its inception in 1904 until the newest version of the graphic emblem today. This semiotic analysis has two chief purposes. First, the internal meaning of the logo as a sign is analyzed, using Peirce’s three-part model of signification (that is, representamen–object–interpretant) which justifies the relationships existing between the sign and its object. Second, an examination of the relationships between the sign and its external referents is presented. An important conclusion is that, to be effective, the Shell logo has to be recognizable, easy to perceive and understandable. It has also been streamlined over the years to portray the true values of the company. For this reason, corporate identity tends to be evolutionary in nature.