Lippincott Mercer (A Division of Mercer Management Consulting, Inc.).

Lippincott & Margulies, Inc., and its successor Lippincott Mercer is a major international design consultancy specializing in corporate identity, "branding", image, and marketing.

The firm was founded by J. Gordon Lippincott, a civil engineer, who opened an industrial design office in New York in 1943. Walter P. Margulies became a partner in 1945. The firm's original focus was on traditional product-oriented industrial design, including the innovative but short-lived Tucker automobile. Within a few years, they expanded into packaging, riding the crest of the postwar transition to a consumer economy. Their first significant packaging assignment was the redesign of the Campbell's Soup can.

By the early 1960s, Lippincott & Margulies had moved away from a more traditional concern with individual products to emphasize marketing and corporate image. It was J. Gordon Lippincott who first coined the term "corporate identity", and the firm pioneered the linking of name, logo, advertising and packaging into an integrated and uniform marketing tool. The firm has numbered among its clients a distinguished roster of consumer goods and service companies and has designed many of our most familiar corporate logos, including those of FTD, Betty Crocker, General Mills, Chrysler, Eastern Air Lines, Del Monte, RCA, American Express, Amtrak, Pizza Hut, Red Lobster, Baskin Robbins, and Infiniti

Lippincott & Margulies, Inc., was acquired by Marsh and McLennan Companies, Inc., in 1986. Marsh and McLennan is a major management consulting conglomerate. Lippincott & Margulies, Inc., soon began working in tandem with another Marsh and McLennan property, Mercer Management Consulting, Inc. Mercer had developed the application of advanced quantitative modeling techniques to branding issues since the 1970's, and its clients included American Express, Continental Airlines, IBM, AOL, Sprint and Citigroup. In January 2003, Lippincott & Margulies, Inc., was merged into Mercer Management Consulting, Inc., as a division called Lippincott Mercer.

From the description of Records, 1956-2004. (Hagley Museum & Library). WorldCat record id: 650562803