I have read that a good logo should be;
1.describable
2.memorable
3.effective without colour
4.scalable- effective in any size
The logo for the shell oil company is definitely all of the above and is one of the most recognizable brand marks in the world. Its iconic status of logo is confirmed by the fact that it is often used alone without the 'Shell' name. Like many popular logos of today it wasn't always so refined, it has evolved along with the company which it represents. Interestingly, you can tell which era each version of the logo was designed. This is a reflection of the ever changing trends in Graphic design.
you can see the evolution of more logos at the bestad blog
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