Lippincott (brand consultancy)
| Company type | Subsidiary |
|---|---|
| Industry | Brand strategy, design, marketing consultancy, customer experience |
| Founded | 1943 |
| Founder | Donald R. Dohner, J. Gordon Lippincott |
| Headquarters | New York City , United States |
Area served | International |
| Parent | Oliver Wyman Group (Marsh & McLennan Companies) |
Lippincott—previously known as Lippincott & Margulies—is an international firm specializing in brand strategy, design, marketing consultancy, and customer experience, with its main office located in New York City. It functions under the umbrella of the Oliver Wyman Group, which is a part of Marsh & McLennan Companies.
History
The company was established in 1943 by Donald R. Dohner and J. Gordon Lippincott under the name Dohner & Lippincott. Following Dohner’s passing, the firm was renamed J. Gordon Lippincott & Associates. In the late 1940s, Walter P. Margulies joined the team, prompting the change to Lippincott & Margulies.
Works
Among its initial assignments were several landmark designs including the distinctive red-and-white can for Campbell Soup Company, the Mercury emblem for FTD, the iconic Betty Crocker spoon, the G symbol for General Mills products, and modifications of the Coca-Cola logo. The firm also played a role in redesigning both front and rear features of the 1948 Tucker Sedan in 1947.
During the 1960s, Lippincott & Margulies shifted focus toward marketing and corporate identity development, becoming pioneers in integrated branding by harmonizing company name, logo, advertising efforts, and packaging into a cohesive approach. The agency created visual identities for prominent organizations such as S.C. Johnson, Chrysler, Eastern Air Lines, Del Monte, RCA, MGM, American Express, Amtrak, Pizza Hut, Delta Air Lines, PBS, Red Lobster, Baskin-Robbins, Infiniti, Nokia, Mashreq, Bibigo, Expo 2020, NTT, and Korean Air. A significant achievement includes designing Continental Airlines’ "Globe" logo in 1991, which later influenced United Airlines’ brand identity following their merger in 2010. Additionally, the company was responsible for designing the Golden Rondelle Theater showcased at the 1964 New York World's Fair.
Acquisition
In 1986, Marsh & McLennan—a major insurance and professional services corporation—acquired Lippincott & Margulies as part of its expansion into management consulting. Subsequently, Lippincott worked closely with Mercer Management Consulting, another Marsh & McLennan division serving similar client bases. In January 2003, Lippincott & Margulies was integrated into Mercer under the name Lippincott Mercer; this designation lasted until 2007 when it was shortened to simply Lippincott.