Rich heritage
In the 1940s, our founder Gordon Lippincott coined the term "corporate identity"
He proposed that companies brand themselves with the same thoughtfulness and creativity typically reserved for their products.
Corporate identity encompasses all the ways a company identifies itself, from the corporate name and logo to the color of its factory buildings or the design of uniforms.
Lippincott & Margulies, founded by industrial designer Lippincott with architect and interior designer Walter P. Margulies, went on to design classic identities for RCA, Walgreens, Betty Crocker, Chrysler, FTD and Amtrak. With innovative approaches to corporate identity at the heart of the company, Lippincott & Margulies showed the nation's top business leaders how to use well-planned identity systems for competitive advantage.
L&M designed everything from pleasure boats and seaplanes to World'sFair pavilions and pharmaceutical packaging, even interiors for notable hotels and the Nautilus nuclear submarine. It designed the beautiful, but short-lived Tucker automobile, the iconic Campbell's soup can and the sweeping swirl for Coca-Cola--evoking the familiar curve of the Mae West Coke bottle.
From our storied roots in packaging and industrial design, Lippincott has evolved to integrate award-winning graphic and retail design with leading brand strategy and analysis capabilities. We invite you to become part of our future.