In the wake of a Lippincott-led rebranding campaign that transformed Cellular South into C Spire Wireless, brand studies are revealing an "overwhelmingly positive customer response" to the wireless carrier's new name and logo.  In shedding its regional identity, the company had hoped to increase its market share.  Chosen from among 800 contenders, the new name represents a combination of "customer" and "inspire".

The New York Times announces Unitrin's name change to Kemper Corporation, a Lippincott-led rebranding initiative aimed at capitalizing on Kemper's greater brand equity among consumers.  Donald G. Southwell, chairman, president and chief executive of Unitrin, explains that the strength of the Kemper name was confirmed with research showing around 30% greater awareness among customer demographics as compared to Unitrin.  Lippincott's Michael D'Esopo emphasizes that adopting the Kemper name “builds on the strength and stability and credibility in the insurance category” that has been established through over a century of service to consumers.  Executives of the newly minted Kemper Corporation will usher in this new beginning by ringing the bell at the New York Stock Exchange on Thursday morning, and ads announcing the name change will also appear in newspapers.

Identityworks takes a look at Marsh & McLennan Companies' 2011 rebranding, including a new logo, visual system, signature system and the restoration of the company's formal name.  Lippincott is credited with identity counsel and design for its parent company, whose brand repositing aims to establish its identity as a professional services firm, rather than merely a major insurance brokerage that also owns consulting businesses.  

Lippincott's work with Viking appears in The Dieline, along with a quote from Mike Elbers, Viking's vice president of marketing and merchandising.  Elbers explains that the rebranding project is "a refocusing of us as a business [. . .] using the Viking brand and identity a focal point for improving the customer experience."

Starbucks' rebranded packaging, created by the Starbucks internal design team in partnership with Lippincott, is presented by package design website The Dieline.

In her speech at the AIGA’s “Design (Re)Invents” conference in New York City, Mathews acknowledges that reinvention can be scary for brands. Her work, including the Walmart brand revitalization, factors in past branding decisions to help a company to move forward, while looking for the changes that promise the most impact.

Lippincott is credited with developing the brand strategy and visual identity for CA Technologies’ brand makeover, at the launch of the visible “Agility Made Possible” campaign.

CA Technologies (NASDAQ: CA) launched a new brand strategy, name and logo that reflect its commitment to managing and securing IT environments and to deliver more flexible IT services to its customers.  Developed in partnership with brand strategy and design consultancy Lippincott, these changes also underscore CA Technologies’ strategy to become a market leader in high growth areas such as virtualization, cloud computing, IT and SaaS.

Identityworks commends Lippincott’s pro bono work with GLAAD, and the “energetic visual identity” embodied by the new Lippincott-designed GLAAD logo. The logo, a symbol of amplification in bright, bold colors, represents communication, empowerment, diversity and energy.

Brandweek praises the rebranding of United Van Lines, including a new logo designed by Lippincott.