Companies are always looking for ways to improve themselves which leads to logo updates in hopes of better public awareness. Oversimplification of logos has been a topic of discussion across the web, with the majority expressing distaste for this emerging trend. However, I think Shell is an example of logo simplification done right.
Over time, Shell transitioned from its black and white shell to its recognizable shell-shaped logo and bold colors.
The gradual change led to the removal of the red text since the shell shape became synonymous with the company name Shell. The change did not feel sudden and the overall essence of the logo remained untouched.
The colors are still a bold red and bold yellowish-orange. The logo shape is also the same. There was no unnecessary ‘revamp’ to the Shell logo and has stayed the same since 1971.