Lippincott

Lippincott is a brand strategy and design agency headquartered in New York City. It is part of the Oliver Wyman Group which also includes Oliver Wyman and NERA are making it a subsidiary of Marsh & McLennan Companies (MMC). Lippincott maintains, in addition to its headquarters, offices in Boston, London, Paris, Hong Kong and Dubai.

J. Gordon Lippincott opened in 1943 in a New York company for industrial design and after Walter P. Margulies in 1945 went into the business, they got the name Lippincott & Margulies. Initially, work focused on product design but within a few years was added packaging design. In the 1950s the company established itself as a market leader in packaging design and developed the first corporate identity at all for the company Mead Johnston. From 1955, the company's own Sense magazine appears. The term and the concept of corporate identity was designed by J. Gordon Lippincott beginning of the 1960s developed, he wanted to pursue a holistic approach to the choice of product design and name, logo, advertising and brand reach. This new approach helped Lippincott & Marguiles to orders from some of the biggest companies in the United States. Thus developed or updated inter alia, the brand identities of Coca Cola, Duracell, Hertz, Campbell, American Express and Xerox. 1969, the company developed one of the most recognized logos in the world today for the company Pizza Hut. In 1986 the company was acquired by MMC and renamed analogous to the other Bertungsgesllschaften in Lippincott Mercer. They kept this name until 2007 when as part of a reorganization, the Mercer was omitted. One of the most important campaigns in recent years was to refresh the brand McDonald's in 2006.