Addison London — Shell’s RVI system

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…

concept21
Concept sketch

concept1
Final concept

rviold
Old retail identity being removed

slapon
Modular paneling system for the main canopy

rvi_construction
Modular paneling system in construction

sign_1
Directional wayfinding being assembled

sign_2
Directional wayfinding at night

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.

modularbuildings
Modular architecture

shop_module
Main elements of a building. Note the portico comparison at the bottom left corner.

carwash

jetwash

shop_module_0
Buildings showcasing the prominent portico system

Select retail store configuration:

select_0

select_2

Aquavalet-branded signage using the unified portico system:

aquavalet_logo

aquavalet_1

Main gas pump signage and graphics:

pumpsign

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pump1

pump2

pump3

build1
Assembling a prime sign

build2

primesign_main

primesigns
The modularity of the RVI prime signs allow different configurations

primesign_schem

Canopy details:

corner_3

corner

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Inner lighting (yellow paneling)

RVI system around the globe:

rio
Brazil

hongkong
Hong Kong

canadarvi
Canada

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!

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