Shell Tone of Voice — Global & Transitioning

Tagline: "Powering Progress"

Industry: Energy

Sector: Energy

How Shell Communicates

Shell communicates with a global, transitioning and reliable voice using corporate language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Powering Progress", captures this voice. The central tension in Shell's communication is fossil vs. renewable, which shapes every message they craft. Their mission is to power progress together with more and cleaner energy.

Tone Words

Shell's brand voice is defined by the following tone words: Global, Transitioning, Reliable.

Communication Style

Language Style: Corporate
Sentence Type: Statement
Tense: Present
Expression: Figurative

Shell Brand Story

Shell is a global energy company transitioning toward net-zero emissions.

Brand Message

Transitioning to cleaner energy while meeting today's needs

Brand Mission

To power progress together with more and cleaner energy

Brand Positioning

Core Concept: Progress Power

Central Tension: Fossil vs. Renewable

About Shell

Shell-Mex and BP Limited was a British joint venture between petroleum companies Shell and BP. It was formed in 1932 when both companies decided to merge their United Kingdom marketing operations, partly in response to the difficult economic conditions of the times. The parent organisations demerged their United Kingdom marketing operations in 1976. The announcement of this action was as follows: Since 1932 the products of Shell and BP have been marketed in the UK through the agency of Shell-Mex and BP Ltd. In that year the company's business amounted to about three million tons, out of a total UK market of some seven million tons. The activities of this most successful enterprise have extended greatly over the years. In 1970 Shell-Mex and BP Ltd. supplied 40 million tons of the UK petroleum market, amounting to a total of 100 million tons. In the majority of countries outside the UK. Shell and BP have always each marketed their products through their own entirely separate organisations and it has been decided that Shell and BP marketing operations in the UK should now be brought more into line with this pattern over the next 4–5 years. Since 1966, the Shell and the BP service station...

Frequently Asked Questions About Shell

What is Shell's tone of voice?

Shell uses a global, transitioning, reliable tone of voice. Their communication is corporate, typically using statement-style sentences in the present tense. Their tagline "Powering Progress" exemplifies this voice.

What is Shell's brand message?

Shell's core message: Transitioning to cleaner energy while meeting today's needs Their mission: To power progress together with more and cleaner energy

What is Shell's slogan?

Shell's slogan is "Powering Progress". It carries their global, transitioning, reliable voice.

What is Shell's mission?

Shell's mission: To power progress together with more and cleaner energy

What makes Shell's brand voice unique?

Shell stands out through their global, transitioning, reliable communication style. Their central brand tension, "Fossil vs. Renewable", shapes how they communicate across the Energy sector.

What language style does Shell use?

Shell uses corporate language, with figurative messaging, in statement-style sentences, using the present tense.