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The most  valuable brand  in our industry

Brand Value (USDm) 47,529	 Brand Value Rank Oil & Gas 50

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Often when we  think of our  brand, we think  of a logo

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World Class Investment Case  Thrive in the Energy Transition  Strong Societal Licence to Operate

Customer Centricity  Commercial Value Delivery  Technology Commercialisation  Project Delivery Operational Excellence

Underpinned by our Values, Goal Zero, and People

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Brand Promises and Personality are made tangible through brand  expression and experience

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AND A PERSONALITY The personality provides our  style and the way that we show  up.

WE HAVE A PURPOSE To power progress together by  providing more and cleaner energy  solutions.

A SET OF PROMISES Promises provide the substance of the Shell Brand.

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YOU CAN BE SURE OF SHELL We constantly raise the bar. Whether it is our financial  performance, our projects or our  products, we use our skill and scale  to deliver unmatched performance  and value. We act with integrity and honesty,  setting a standard for dependability  people can always count on. You can be sure of Shell.

Every day, we work hard to  understand our partners’ and  Customers’ ambitions, providing  the right expertise and solutions.

We listen and treat people with  respect, building positive relationships  for now and the long run.

We care about the safety of our  colleagues and partners because they  are like family.

We care about the welfare of local  communities because they are our  homes.

We care about the future of the planet  because our grandchildren will inherit  it. Sometimes, this means making  tough decisions.

We choose to be the change, power  progress and make a real difference in  people’s lives. It’s just the right thing to  do.

POWERING THE FUTURE We are up for the challenge.

Each day, our people strive to improve  products that power everyday lives,  design commercial solutions that  delight our customers and develop  technology that amazes the world.

We don’t have all the answers. So we learn with humility and work  with partners to nurture new ideas,  challenge what’s possible and speed-  up the cycle of innovation in the  industry.

We do the right thing for today and  develop meaningful innovations to  make the future.

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Our Personality humanises the Shell brand

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We need to bring the Shell brand to life consistently across touchpoints

PAST Inconsistency in brand understanding and usage

PRESENT Aligned understanding of our brand purpose

FUTURE Consistent expression of the Shell brand  across  performance, behaviours , and   communications

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Purpose into Strategy – delivered the Shell way…

Outlines our ambitions as an organisation and  the portfolio and capabilities required.

The characteristics and personality we depict in delivering  our Strategy  - though our Performance, Behaviours and  Communications.  This is what makes what we do uniquely  Shell.

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Visible keyline
The white keyline is an integral
of the Pecten. It is always visible when
the Pecten is psitioned on coloured
or image backgrounds.
5 mm
16 pixels
Minimum size
The smallest size the Pecten can
be reproduced is 5mm wide in print
or 16 pixels in digital.
Production variations
White and black versions of the
Pecten can be used, but only when
reproduction limitations require it.

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Approved
Approved
Checklist
Ethical?
Quality?
Brand?
Approved
SHELL
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