Shell logo. Creation of the Shell brand. The history of the legend of the Shell brand. Shell logo Shell oil royal dutch shell

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11. Shell's descent into hell

11. Shell's descent into hell In January 2004, one of the most powerful companies in the world of business partially undermined its nearly century-old reputation: for Shell, this was the beginning of its descent into hell. The firm announced to investors that it

Shell without myths

“Shell” without myths The 15th-century Italian artist Botticelli captured on one of his canvases the myth of the birth of the goddess of love Venus: a beautiful naked woman, whose thick hair flows over her slender body, bashfully emerges from the wings of a sea shell. This famous

The history of Shell began in 1833, when the English merchant Marcus Samuel opened a small store in London selling various trinkets decorated with seashells (“shell” means shell in English) and other exotic oriental products. "Shell" was the name of Samuel's father's store in London. The enterprise turned out to be profitable, and Samuel organized the delivery of seafood from the Far East using his small coastal fleet. Ships traveling from the metropolis to the colonies carried various cargoes on board, including oil products. Samuel, being a talented businessman, saw a great future for the oil business during the period of its practical birth. After his death, in 1870, the business passed to his sons, who founded their own company in 1878.

The Samuel brothers' circle of activities expanded rapidly, especially after Marcus Samuel Jr. visited Batumi in 1890, from where Baku oil was exported. He decided to take on the task of transporting oil around the world using tankers.

The world's first oil tanker was built in Russia at the shipyards of Baku and was called “Zoroaster”, in memory of the fire-worshipping Zoroastrians, the ancestors of modern Armenians. Samuel was shocked when he saw the Russian tanker.

Turning out to be a very agile entrepreneur, already in 1892 he managed to build his first tanker called “Murex” with a displacement of 5 thousand tons at one of the English shipyards. In memory of this event, the lead tanker of Shell's oil tanker fleet is now called Murex. The key point is that the design of the tanker invented by Marcus Samuel eliminated the threat of spontaneous combustion of petroleum products. In addition, Murex was registered by the Lloyd's agency and met the stringent requirements for sea transportation through the Suez Canal (which no oil company could achieve before), through which it was planned to transport oil and other petroleum products. Murex made its first voyage in August 1892 with a cargo of 4 thousand tons of Russian kerosene along the Batumi-Singapore-Bangkok route.

That is why the first “branded” product supplied by Shell to Far Eastern consumers in early 1893 was Russian kerosene.

Oil transportation also gave rise to new problems - the enterprising Samuel built large oil storage tanks in the ports of the Far East. As well as factories for the production of packaging, which local residents used for a variety of purposes, including for the manufacture of roofing.

By the end of the 90s of the last century, Samuel's oil business had grown so much that in 1897 he founded a separate company called Shell Transport and Trading Company Ltd. But the creation of a world-class oil corporation was still a long way off. Marcus Samuel still had a powerful enemy in the American monopoly Standard Oil. The need to resist American expansion became the basis for the rapprochement between Shell and Royal Dutch, which Samuel once considered nothing less than a dangerous competitor. Royal Dutch Petroleum was created in 1890 under the patronage of the King of the Netherlands, which developed a rich field on the island of Sumatra and fiercely competed with Shell for markets. However, history decided to decide the fate of these two companies in its own way.

In 1902, after long negotiations, Shell and Royal Dutch created the Asian Petroleum concern, the goal of which was to expand trade in oil and petroleum products, including those produced in Russia, in the Far Eastern region. In 1907, the final merger of the capitals and interests of Royal Dutch Petroleum and Shell Transport & Trading Co. took place, forming the foundation of the corporation known today throughout the world as Royal Dutch/Shell. In 1900, Henry Detering (1866-1939), who was later called the “oil Napoleon,” became the managing director of this company, and then the chairman of the board of directors. Detering was a proponent of cooperation with Shell. On his initiative, in 1907, the capitals of Royal Dutch and Shell merged, and the new company with two head offices in London and The Hague.

In the combined concern, 60% of the shares belonged to Royal Dutch, and 40% to Shell. This ratio still remains today.

Soon a period of growth began. The concern's scope of activity was constantly expanding, new crude oil deposits were being developed, scattered almost throughout the globe. Powerful oil refineries were controlled by the center in order to more quickly demand for petroleum products. Rights to oil production were acquired in Romania (1906), Russia (1910), Egypt (1913), Venezuela (1913) and some other countries and regions.

In 1912, the concern entered the US domestic market, beginning the development of oil fields and the construction of oil pipelines. In connection with the development of maritime and road transport Shell relied on the production of fuel oil and gasoline and was not mistaken, which brought it enormous profits.

In 1919, English pilots John Alcock and Arthur Whitten-Brown made the first non-stop flight across the Atlantic Ocean in a plane fueled by Shell fuel.

First World War somewhat slowed down the company’s rapid ascent to the oil Olympus, but after its completion there was active growth again. Companies are being created in the USA, the Middle East, Malaysia, East and South Africa. In the early 30s, Shell took its first steps in mastering the production of petroleum-based chemical products. By the end of the 1930s, Shell was producing about 600 thousand barrels of crude oil per day, which accounted for more than 10% of world production.

The years of World War II were not easy for Shell. The Netherlands was occupied by Germany. Romania and Far East also remained beyond the company's reach.

Shell actively cooperated with the governments of allied countries, ensuring uninterrupted supplies of aviation and motor gasoline, as well as fuel oil to all fronts of military operations.

The chemical company Shell Chemical Corporation has established the production of butadiene for the production of artificial rubber. During the war, all of the company's tankers came under the command of the government; as a result, in 1945 Shell was missing 87 of its ships.

At the end of the war, the concern set about restoring the destroyed enterprises and quite quickly coped with this task. The expansion of processing capacity began. Production of petroleum products increased in almost all regions, especially in Venezuela.

In the early 50s world economy felt the need for new sources of crude oil. The concern launched prospecting and exploration work in Algeria, Trinidad, and on the shelf of British Borneo. Deposits were discovered in the Netherlands (Schoonebeek), Canada, Colombia, and Iraq. The increased volumes of oil production naturally led to the construction of new oil refineries, the largest of which were built in the Dutch port of Pernice, the French city of Rouen, Cardona (Venezuela), Geelong (Australia), and Bombay.

In the 50s, Shell already accounted for one seventh of the total world production of petroleum products, the output of which was constantly increasing. To transport oil, more powerful and capacious tankers (up to 200 thousand tons) were required. Soon such tankers became the main unit of the Shell fleet.

In 1959, a joint venture between Shell and Exxon discovered one of the richest natural gas fields in the Dutch town of Gronningen. Gas production has become another area of ​​the Shell diversified concern. By the early 70s, half of the gas consumed in Western Europe was produced in Gronningen.

In the mid-60s, Shell explored several unique gas fields in the North Sea, which required the development new technology sea ​​transportation of liquefied gas. In the 70s, Shell and its partners managed to supply five million tons of liquefied gas from Brunei to Japan. Shell has pioneered large-scale gas liquefaction and long-distance shipping projects. In the 80s, the export of liquefied natural gas produced by the concern increased significantly - in 1989, the largest project for the development of the north-western shelf of Australia and the supply of liquefied natural gas to Japan was carried out.

In addition to gas, in 1971 in the North Sea in extremely difficult natural conditions A giant Brent oil field was discovered. Later, exploration and development of fields in the North Sea became largest industry activities of Shell. Harsh weather conditions dictated the need to use high-tech equipment for oil production. Following Brent, Shell discovered the Cormorant (1972), Dunlin (1973), Tern (1975) and Ayder (1976) fields. Brent's development is considered one of the most technologically complex and expensive projects in the history of mankind.

In the mid-70s, demand for oil fell. The events in Iran 1978-79 and the associated restrictions on oil supplies - all this gave rise to the need to search alternative sources energy. Gas consumption in Europe more than doubled in the late 1970s. 50% of this amount was provided by Shell and its partners.

By expanding the range of its activities, the concern strengthened its position in the coal and metallurgical industries. In 1981, a large magnesium production plant went into operation in Wendam (the Netherlands).

In the 1980s, Shell's efforts focused on differentiating products and services and increasing production efficiency through automation of distribution and sales networks.

During the same period, Shell switched to the production of unleaded gasoline, a more environmentally friendly fuel.

By the end of the decade, the company was processing approximately three million barrels of crude oil at its plants. A quarter of the concern's total income came from chemical production. And yet, the 80s were unprecedented in the development of offshore fields in the North Sea. In its Norwegian sector, Europe's second largest gas field, Troll, was discovered. Two major oil and gas fields have been discovered in the Gulf of Mexico - Bullwinkle and Auger. In 1989, daily oil production from the Bullwinkle platform, installed at a depth of 412 m, reached 8 thousand barrels. In 1994, another giant Auger platform was built on pre-tensioned supports, the height of which was 872 m. This is the tallest permanent structure in the world on the seabed.

To save competitive advantage Shell is ready to make fundamental changes in its structure. These changes included the merger in July 2005 of the parent companies of Royal Dutch and Shell Transport into a single company, Royal Dutch Shell plc.

Shell logo

For over a hundred years, the word "shell", or "Shell", the scallop shell logo and the distinctive colors of red and yellow have been used to identify a brand and promote a company's reputation. These symbols signify the quality of products and services and represent professionalism and values ​​throughout the world.

At the origins

The company name was Shell, and each Samuel tanker carrying kerosene to the east bore the name of a different shell. The comb may have been taken from the family coat of arms of a business partner, Mr Graham, who imported Samuel's kerosene into India and became a director of The Shell Transport and Trading Company. After moving to Santiago de Compostela in Spain, the Graham family adopted the shell of St. James as their coat of arms. Over time, the shape of the shell has gradually changed in accordance with graphic design trends. Designer Raymond Loewy created and introduced the current logo in 1971.

Why red and yellow?

In 1915, California-based Shell built service stations for the first time, and they needed to stand out from the competition. They used bright colors that would not be offensive to Californians: due to the state's close Spanish ties, red and yellow were chosen.

Today's colors came years later, with the introduction of Shell's vibrant, eye-catching red and yellow colors for the company's new retail products in 1995. The scallop remains one of the most famous characters brand in the 21st century.

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Turnover: $278.188 billion

Net profit: $12.518 billion

Capitalization: $323.7 billion

Number of employees: 102,000 thousand people

Story

The group was created in 1907 by the merger of the Royal Dutch Petroleum Company and The "Shell" Transport and Trading Company Ltd in response to the expansion of the American Standard Oil trust.

Structure and leadership

Until mid-2005, the company structure had an original “dual” character: Royal Dutch Petroleum Company and The “Shell” Transport and Trading Company Ltd were the so-called “parent companies” (they did not operate production activities and were not part of the concern). “Parent companies” owned shares in the holding companies of the concern - the Dutch Shell Petroleum N.V. and the English Shell Petroleum Company Limited, with Royal Dutch Petroleum Company owning 60% and Shell Transport and Trading Company owning 40% of the shares of the holding companies. In turn, the holding companies owned all the shares in the service companies, as well as - directly or indirectly - all of Shell's shares in the manufacturing companies.

In the summer of 2005, shareholders of the Royal Dutch Petroleum Company and The "Shell" Transport and Trading Company Ltd approved the merger of their parent companies into one company headquartered in the Netherlands. This deal turned the Netherlands into the world's largest investor in 2005, and the UK into the world's leading recipient of investments (they tripled to $164.5 billion).

Activity

Shell conducts geological exploration and production of oil and gas in more than 40 countries. Shell owns the world's largest network of gas stations, which has more than 55 thousand stations.

Shell also fully or partially owns more than 50 oil refineries. In particular, the company owns one of the largest oil refineries in Europe, Pernis in the Netherlands with a capacity of 10,000 tons per day, the Stanlow plant in the UK with a capacity of 12 million tons per year, and three refineries in France with a total capacity of 40,790 tons per day.

In addition, Shell owns a significant number of chemical enterprises, as well as the production of solar panels and other alternative energy sources. Shell gas station in Rosario (Argentina)

Oil and gas production in 2006 was 3.47 million barrels of oil equivalent per day, which consisted of daily production of 1.948 million barrels of oil and 8.368 million cubic feet of gas. The daily production of 1.948 million barrels of oil roughly corresponds to the annual production of 97 million tons of oil.

In 2006, Shell processed 3.57 million barrels of oil per day (177.7 million tons per year).

The total number of personnel of the company is about 112 thousand people. The company's revenue in 2006 amounted to $318.8 billion (in 2005 - $306.7 billion), net profit - $26.3 billion (in 2005 - the same amount).

SHELL LUBRICANTS Shell Transport and Trading Company Limited (England, 1897) - 40% Oil and kerosene trading HISTORY Royal Dutch Petroleum Company (Holland, 1890) - 60% Development of oil fields in the West Indies and Sumatra Royal Dutch/Shell, 1907 +

SHELL LUBRICANTS Shell Group Structure Shareholders Royal Dutch Petroleum Co. Netherlands 60% Shell Transport & Trading Co. UK 40% Shell Petroleum NV Netherlands Shell Petroleum Petroleum Co.Ltd UK Service companies Manufacturing companies Consulting services

SHELL LUBRICANTS BUSINESS STRUCTURE SHELL Royal Dutch/Shell Group Petroleum products Lubricants Lubricants Gas stations Oil transportation and trading Oil transportation and trading Oil refining Oil refining Bitumen / Liquefied gas / Fuels Bitumen / Liquefied gas / Fuels Exploration and production of oil and gas Exploration and production of oil and gas Natural gas and energy Natural gas and energy Petrochemicals Renewable energy sources Renewable energy sources

SHELL LUBRICANTS ROYAL DUTCH/SHELL CONCERN - OUR DAYS: about 96 thousand employees of almost 2000 operating companies in 135 countries; annual turnover over $100 billion; near gas stations serving more than 20 million visitors daily; According to a survey of private car owners in 69 countries, Shell is the most preferred brand in 40 countries and ranks 2nd in 20 countries (1998).

SHELL LUBRICANTS FOCUS ON THE FUTURE Development of new environmentally friendly and renewable energy sources: – participation in the project to transform Iceland into a country of hydrogen energy; – the first solar energy stations in South Africa, Germany and Holland; – wind stations in Germany, Holland, France and England – biological resources – forests in the SE. Asia and Lat. America.

SHELL LUBRICANTS Shell Ownership Joint Venture Contract Perm Yokohama Kobe Durban Bombay Pusan ​​Fremantle Koashung Kuching Pandacan Hong Kong Rio de Janiero Buenos Aires Valpariso Antofagusta Callao Guayaquil Bogota Trinidad Asuncion Panama Metarie Guatemala Leon El Salvador Wilmington CalgaryBrockville Muscat Riyadh Jeddah 6th October Mombasa Kinshasa Port Gentil Willowvale Tema Abidjan Lagos Guinea Casablanca Seawaren Wood River Shanghai Bangkok Singapore Port Dickson Tanjung Priok Brisbane Sydney Melbourne Sta. Dom ingo Kingston P.Rico Paramaribo Tunis Derince Perama Helsinki Copenhagen Honduras Komarom Canaries Stanlow Gent Pernis Hamburg Nanterre Birsfelden Aseol Lobau Milan Tarragona Wellington Christchurch Pakistan 5 plants Chittagong Port Sudan Cilacap SHELL: GEOGRAPHY OF OILS PRODUCTION About 70 enterprises around the world

SHELL LUBRICANTS WORLD MARKET OF LUBRICANTS Others 38.9% Shell 8.4% State companies 31.5% Castrol 3.8% Tex/Cal/Chev 3.9% Esso 5.3% Mobil 6.3% BP 1.9% 1997 After 1998: Esso+Mobil, BP+Amoco+Castrol, Elf+Total+Fina, Chevron+Texaco, Pennzoil+Quaker State+ Conoco, USA: Shell+Texaco+Saudi Refining Int.=Shell+Motiva, Shell+Pennzoil

SHELL LUBRICANTS Shell in Russia: history 1890s - Marcus Samuel visits Batum Shell acquires a number Russian enterprises(Mazut, Russian-Black Sea Shipping Company) Shell is deprived of all its enterprises in Russia as a result of nationalization Shell continues to purchase oil from the USSR Shell participates in the supply of petroleum products and food products to the USSR under Lend-Lease After Shell purchases oil and petroleum products in the USSR and Russia, a representative office is opened Shell Oil Company is registered in Russia

SHELL LUBRICANTS Shell in Russia today: SAKHALIN-2 Project operator - Sakhalin Energy (Shell - 55%, Mitsui - 25%, Mitsubishi - 20%) Total investment level - 10 billion US dollars Commercial oil production began in July 1999 Gas production began planned for 2006 Piltun-Astokhskoye (oil) and Lunskoye (gas) fields

SHELL LUBRICANTS Shell in Russia today: marketing of petroleum products Shell East Europe Co. Ltd./CJSC Shell Oil Operates in Russia and some CIS countries Provides 20% of the demand for imported lubricants Agreement with Lukoil on mixing industrial oils in Perm at the Permnefteorgsintez plant - Rimula, Gadinia, Melina, Agina, Alexia Motor oils of the Shell Helix family

SHELL LUBRICANTS Shell in Russia today: petrochemical products Shell Chemicals North East Europe LLC Main products: hydrocarbon and chemical solvents, components for the production of polyurethane foams, propylene glycols, fatty alcohols and their derivatives, alpha-olefins, catalysts Main consumers - refineries, as well as chemical enterprises , metallurgical, paint and varnish, cosmetics, pharmaceutical, mining, furniture, food and textile industries

SHELL LUBRICANTS Shell in Russia today: gas stations LLC Shell gas stations (St. Petersburg) Development of the network began in 1997 Today - 6 gas stations Network expansion is planned Since May 2000, V-Power gasoline, developed for the F-1, has been sold gas stations are equipped with environmentally friendly oil changes, advanced underground reservoirs

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