Lippincott is an American

brand strategy In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is pe ...

and design company. Based in New York, it is part of the

Oliver Wyman Group Oliver Wyman is an American management consulting firm. Founded in New York City in 1984 by former Booz Allen Hamilton partners Alex Oliver and Bill Wyman, the firm has more than 60 offices in Europe, North America, the Middle East, and Asia- ...

, a business unit of

Marsh & McLennan Companies Marsh & McLennan Companies, Inc., doing business as Marsh McLennan, is a global professional services firm, headquartered in New York City with businesses in insurance brokerage, risk management, reinsurance services, talent management, investme ...

History

Lippincott was founded in 1943 as Dohner & Lippincott by Donald R. Dohner and J. Gordon Lippincott, who taught together at

Pratt Institute Pratt Institute is a private university with its main campus in Brooklyn, New York (state), New York. It has a satellite campus in Manhattan and an extension campus in Utica, New York at the Munson-Williams-Proctor Arts Institute. The school was ...

in Brooklyn, NY. After Dohner's sudden death in December of that year, the name was changed to J. Gordon Lippincott & Associates. In the late 1940s, Lippincott joined forces with Walter P. Margulies, and the firm was renamed Lippincott & Margulies.

Works

The company's early design work included the

Campbell Soup Company Campbell Soup Company, trade name, doing business as Campbell's, is an American processed food and snack company. The company is most closely associated with its flagship canned soup products; however, through mergers and acquisitions, it has gro ...

's red-and-white can, the FTD Mercury logo, the

Betty Crocker Betty Crocker is a brand and fictional character used in advertising campaigns for food and recipes. The character was originally created by the Washburn-Crosby Company in 1921 following a contest in the '' Saturday Evening Post''. In 1954, ...

spoon, the ''G'' on

General Mills General Mills, Inc., is an American multinational manufacturer and marketer of branded processed consumer foods sold through retail stores. Founded on the banks of the Mississippi River at Saint Anthony Falls in Minneapolis, the company orig ...

products, and adaptations of the

Coca-Cola Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton in Atlanta ...

logo. In 1947, automobile designer

Preston Tucker Preston Thomas Tucker (21 September 1903 – 26 December 1956) was an American automobile entrepreneur. He is most remembered for his Tucker 48 sedan, initially nicknamed the "Tucker Torpedo", an automobile which introduced many features ...

hired J. Gordon Lippincott & Associates to replace automotive designer

Alex Tremulis Alexander Sarantos Tremulis (January 23, 1914 – December 29, 1991) was a Greek-American industrial designer in the North American automotive industry. Tremulis held automotive design positions at Cord Automobile, Duesenberg, General Motors, Tu ...

in the body development of the 1948 Tucker Sedan. The Lippincott team designed a new front end and modified the rear end of the car to match the side panels and roof previously developed by Tremulis. By the early 1960s, Lippincott & Margulies had moved into emphasizing marketing and corporate image. It was J. Gordon Lippincott who first coined the term "

corporate identity A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public (such as customers and investors as well as employees). The corporate identity is typically visualized by ...

", and the firm pioneered the linking of name, logo, advertising and packaging into an integrated and uniform marketing tool. Lippincott & Margulies designed many of the world's most familiar corporate logos, including those of S.C. Johnson,

Chrysler Stellantis North America (officially FCA US and formerly Chrysler ()) is one of the " Big Three" automobile manufacturers in the United States, headquartered in Auburn Hills, Michigan. It is the American subsidiary of the multinational automoti ...

Eastern Air Lines Eastern Air Lines, also colloquially known as Eastern, was a major United States airline from 1926 to 1991. Before its dissolution, it was headquartered at Miami International Airport in an unincorporated area of Miami-Dade County, Florida. Ea ...

, Del Monte,

RCA The RCA Corporation was a major American electronics company, which was founded as the Radio Corporation of America in 1919. It was initially a patent trust owned by General Electric (GE), Westinghouse, AT&T Corporation and United Fruit Comp ...

MGM Metro-Goldwyn-Mayer Studios Inc., also known as Metro-Goldwyn-Mayer Pictures and abbreviated as MGM, is an American film, television production, distribution and media company owned by Amazon through MGM Holdings, founded on April 17, 1924 a ...

American Express American Express Company (Amex) is an American multinational corporation specialized in payment card services headquartered at 200 Vesey Street in the Battery Park City neighborhood of Lower Manhattan in New York City. The company was found ...

Amtrak The National Railroad Passenger Corporation, Trade name, doing business as Amtrak () , is the national Passenger train, passenger railroad company of the United States. It operates inter-city rail service in 46 of the 48 contiguous United Stat ...

Pizza Hut Pizza Hut is an American multinational restaurant chain and international franchise founded in 1958 in Wichita, Kansas by Dan and Frank Carney. They serve their signature pan pizza and other dishes including pasta, breadsticks and dessert at d ...

Red Lobster Red Lobster Hospitality LLC is an American casual dining restaurant chain headquartered in Orlando, Florida. The company has operations across most of the United States (including Puerto Rico, Guam) and Canada, as well as in China, Ecuador, Hong ...

Baskin Robbins Baskin-Robbins is an American multinational chain of ice cream and cake speciality shops owned by Inspire Brands. Based in Canton, Massachusetts, Baskin-Robbins was founded in 1945 by Burt Baskin (1913–1967) and Irv Robbins (1917–2008) ...

, and

Infiniti is the luxury vehicle division of the Japanese automaker Nissan. Infiniti officially started selling vehicles on November 8, 1989, in North America. The marketing network for Infiniti-branded vehicles included dealers in over 50 countries in ...

. Lippincott & Margulies was acquired in 1986 by Marsh & McLennan, an insurance conglomerate expanding its focus into management consulting. Lippincott & Margulies soon began working with another Marsh & McLennan property, Mercer Management Consulting; both shared some of the same corporate clients. In January 2003, Lippincott & Margulies was merged into Mercer as a division called Lippincott Mercer; this combined name was used until 2007, when the unit became known as simply Lippincott.

References

External links

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Brand valuation International management consulting firms Branding companies of the United States Companies based in New York City {{US-company-stub