Finding a new, global face
From chapter 11 to America’s most awarded airline
From the Archives
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.
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.
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.
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.
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.