Landor guides Shell identity

Landor Associates is working for Shell International to translate its corporate identity guidelines manual to a website and a CD-Rom.

The project forms part of the client’s ongoing drive to project a more consistent identity across its international portfolio of subsidiary groups, says Shell International global brand standards manager Simon Saville.

Saville says he appointed Landor to the project earlier in the year “with a view to working with them on an ongoing basis on the strategic management of [Shell’s] identity”.

Saville says the company has no plans to change its corporate identity, but cannot discount the possibility of evolving it in the longer term.

“Shell companies around the world do strive for consistency [in their website and corporate identities], although that is not directly related to this [Landor’s] project,” says Saville.

“We are always looking to bring our external image up to date and we would never rule out things like an identity change,” adds Saville.

The website is likely to be piloted next month, with a CD-Rom to follow.

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