Brand Strategy and Design

We see brand as building buzz.

Identityworks on the new Eteris name and logo designed by Lippincott

Senior partners Tim Cunningham and Rodney Abbot speak with Identityworks about Lippincott’s role in designing the name and identity for newly formed Eteris.

July 15, 2014

Lippincott’s work on Eteris’ new identity, name and logo featured in Brand New

Eteris is the newly formed company resulting from the merger of Applied Materials and Tokyo Electron. Read how we worked with our partner Axhum Lippincott in Tokyo to help introduce the new brand and identity to the world.

July 15, 2014

Designing design education: Lippincott weighs in on what the best schools do

Design partner Daniel Johnston draws upon his recruiting experience and unpacks what a strong design education does for a candidate and what the best schools have in common. 

July 11, 2014

The Branding Source features Lippincott’s work for Eteris

The Branding Source details the new name and logo design for Eteris, created by Lippincott and Axhum Lippincott.

July 9, 2014

Lippincott brands new tech company Eteris in DesignWeek

DesignWeek features the new identity and name work created by Lippincott for the newly launched Eteris, formed by the merger of Applied Materials and Tokyo Electron.

July 9, 2014

Lippincott’s work for Olive Garden is profiled in BloombergBusinessweek

Olive Garden has begun rolling out a refreshed look and feel for its restaurants, including a Lippincott-designed new brand identity, the first in more than 15 years. Read more about the changes and the strategic rationale behind the refreshed brand. 

July 9, 2014

Allen Gove examines how a strong corporate brand can drive the success of a pharmaceutical spinoff

Examine the landscape of pharmaceutical companies and what do you see? A host of new brands—like, TWI Pharmaceuticals, and Zoetis—emerging as strong forces in a competitive industry marked by a growing diversity of players. As companies divest non-core assets in the form of spinouts, the role of a strong new parent brand has become increasingly prominent. In this byline, senior partner Allen Gove weighs in on how to capture real value from a pharma spinout through the power of brand. 

July 9, 2014

John Marshall weighs in on Chipotle’s marketing strategy

Chipotle’s arty marketing decrying factory farms and food processors won awards at Cannes and elsewhere, but behind the scenes, the agriculture industry is fuming. The opposition came to a head June 16 when Texas Agriculture commissioner Todd Staples cried foul over the burrito chain’s new plan to buy grass-fed, antibiotic-free beef from Australia. Chipotle says it can’t find enough beef in the U.S. that meets its standards, so it has to go overseas.

June 26, 2014

Michael D’Esopo sheds some light on Farmers’ refreshed logo and how heritage insurance brands should approach updating their insignia

Emerging technologies, changing delivery models and new generations of consumers are prompting some insurance companies to update their logos to stand out in the competitive market.

June 17, 2014

Sasha Stack explains the nuances behind some of the world’s most well-known brand names

The best brand names become a part of consumers' vocabularies and synonymous with the items they represent.

June 5, 2014