Go-to Brands offer ideas for leaders navigating a world in transition
Capitalizing on the visual storytelling revolution
Lippincott created the name Duracell to highlight the battery’s long life. We then developed a logotype and the distinctive copper top packaging to capture its hard-working, long-lasting benefits and provide a dramatic point-of-sale marketing tool. After 52 years the copper top hasn’t lost its shine.
We were tasked with developing a brand that positioned Goldman Sachs as the premier investment banking firm to meet any client need, anywhere on the globe. Inspired by Tiffany’s, we solidified the brand in a signature black box using classical letterforms and distinctive ligaturing of the G and S. The end result helped weld a disparate group of investment specialists into a formidable force.
When Congress enacted legislation creating a new trans-continental passenger rail service, Lippincott was tasked with creating the railway's identity — with a 3-month deadline. The name Amtrak became an overnight success, and today its coast-to-coast and regional transportation services millions of travelers a year over thousands of miles of track.
When the company's rapid growth called for a single, consistent symbol that would register immediately and favorably with customers, General Mills turned to Lippincott. The instantly-recognizable "G" was inspired by the company's then-symbol for its cereal products. We modified it to capture the strength of the General Mills' brand. The first logo with a cursive “G” debuted in the company's annual report in July 1963.
While our exact logo design has been refreshed multiple times since its debut, its essence and foundation clearly live on in today's expression of the brand. And when American Express asked us to evaluate their name because they were concerned that the word “American” limited their global ambitions, we recommended that they keep it. And the rest, as they say, is history.
Before iTunes or Spotify, there was RCA. Founded in 1919 as the Radio Corporation of America, consumers knew it as the company that made their phonographs and delivered broadcast radio. But by the 1960s the company had diversified into television, defense and even space exploration. RCA called on Lippincott to unify its corporate brand, the centerpiece of which was our red iconic logo.
Lippincott was enlisted to help resolve the airline's corporate identity issues as part of the company's investment in improving operations and quality of service. Armed with a new logo and visual system, Continental Airlines came to be known as a first-rate airline geared towards the sophisticated requirements of the frequent business traveler.
We first partnered with Samsung in 1993, when we created the iconic blue oval logo. It underscored one of Samsung's guiding principles: think globally, act locally. At our suggestion, Samsung allowed its name to be spelled out in the new logotype in English, the international language of business.
When Sprint merged with Nextel Partners in 2005 it was the largest consumer merger in U.S. history. They came to Lippincott for a visual system that incorporated both brands into a new identity. We combined the strengths of each brand: Sprint’s superior sound quality and distinctive brand mnemonic or “pin-drop” with Nextel’s distinctive yellow. The resulting wing symbol reflects a sense of motion and flight, evoking the energetic, dynamic and visionary characteristics of the market-leading company.
As the second oldest bank in the UAE, Mashreq has long been a pioneer. But as local and international competition grew, the bank tapped Lippincott to help strengthen its market leadership. The new brand positioning was one of openness: the financial promise of opening opportunities, the service promise of opening access, and the more human, relationship promise of opening up. And, as "mashreq" translates to "where the sign rises in the East," the visual identity conveys a rising sun.
We created the name "Sprite" for the iconic lemon-lime soft drink in 1961. The word means "elf, fairy, or goblin," and comes from the Latin spiritus, for spirit, which fit in with how the product was to be marketed: as something refreshing, lively, and energetic.