Lippincott is one of the first branding agencies in the world (if not the very first) to lay the foundation for strategic branding. They took the creative exercise further and transformed it into a strategic and methodical discipline, one based on research and brand positioning, alongside, of course, acomplex visual identity.
The agency was founded in 1943 by Gordon Lippincott and Walter Margulies.
Gordon Lippincott was an industrial designer. He graduated from Swarthmore College in 1931 and later pursued a master’s degree in architecture and civil engineering at Columbia University.
In 1936, he contributed to the establishment of the design education program at Pratt Institute, where he also taught until around 1943. During this time, he met and partnered with Donald Dohner, with whom he co-founded the design firm Dohner & Lippincott.
Donald Dohner studied both arts and set design. A remarkable achievement in his career was his contribution to the design of the GG-1 electric locomotive for Pennsylvania Railroad. He also led an art division in heavy industry and contributed to the design of over 128 products, including electric ranges, diesel-electric locomotives, water coolers, and ashtrays.
Unfortunately, Donald Dohner passed away at the end of 1943, and the company he founded with Gordon Lippincott was renamed J. Gordon Lippincott and Company. Shortly after, in 1944, a new partner, Walter Margulies, joined, leading to another name change: Lippincott & Margulies.
In 1969, Lippincott retired and sold his share of the company to Margulies. However, the Lippincott name was retained due to the prestige and reputation the company had built in branding, design, and business strategy.
Over time, Lippincott became synonymous with corporate visual identity, gaining international recognition for collaborations with major brands such as Coca-Cola, Starbucks, Delta Airlines, and Walmart.
Eventually, the agency simply became known as Lippincott, continuing to innovate in branding and strategic consulting.
As mentioned earlier, it was one of the first agencies to revolutionize branding. They transformed it from a visual creation into a strategic discipline rooted in research, visual identity, and brand positioning. This approach changed how companies manage their image and relationship with consumers.
Lippincott was also one of the first branding agencies to incorporate consumer psychology and market research to understand the impact of shapes, colors, and messages on public perception.
They created the first structured branding process, which included:
- Market research and competitive analysis
- Development of visual identity
- Brand positioning and messaging
- Implementation across all brand touchpoints (products, advertisements, digital experiences)
They set the standard for methodical branding, and their methodology became the foundation for all reputable branding agencies.
By combining design, research, and strategy, Lippincott turned branding into an essential discipline for business success. Their legacy continues today, and strategic branding remains one of the most crucial factors differentiating successful brands in the marketplace.
Today, Lippincott is part of the global communications group Omnicom, remaining one of the most respected branding agencies in the world.
Author: Ana Armeanu, March 2025
Resources:
https://www.lippincott.com/about-us/