Totally forgot about these images I had scanned a while ago. I have to admit I’m not a big fan of oil companies, especially Shell (their environmental record is fucking embarrassing). Having said that, there’s something incredibly interesting about the way gas stations are designed. I’ve always been fascinated by the RVI system (RVI — Retail Visual Identity) developed by Addison London for Shell. Not only was this an identity system that would tackle all printed mediums, but it was an impressive convergence of architecture, graphic, industrial, and brand design. And let’s not forget about the tasty use of Futura…
The modularity of which the buildings consist of was a great way to unify all gas stations regardless of their location. Not only were the storefronts conveying the same type and color treatments, but share the same architecture as well. It’s interesting to see how even architecture can become part of a larger identity through the use of a simple portico system.
Select retail store configuration:
Aquavalet-branded signage using the unified portico system:
Main gas pump signage and graphics:
RVI system around the globe:
I have no idea where these scanned images came from as these images were recovered from an old repository. If you happen to know where they came from, please let me know!