Primer on trademarks and logos by J. Gordon Lippincott and Walter P. Margulies, two towering figures in the emerging field of corporate identity. Published in 1956 by their industrial design firm, LIppincott & Margulies. The word brandmark was coined by the authors to reference an instantly recognizable design as part of a package of visual communication in print advertising, television, and point of sale. Early projects by the firm included such successful and ubiquitous images as the Campbell Soup Company’s red and white can, the G on General Mills, the FTD Mercury logo, the Betty Crocker spoon, and adaptations of the Coca-Cola loop. Lippincott & Margulies would go on to create iconic images for major corporate entities including Dairy Queen, Chrysler, Easter Air Lines, Esso, Citgo, MGM, RCA, Amtrak, American Express, and Pizza Hut—all prior to 1975. The present booklet samples their own work but includes a range of other still-familiar brandmarks. 8vo (5.5” × 7.75”), printed multi-color wrappers, 39 unnumbered pages, b/w illustrations throughout. Light bumping and rubbing to extremities, with faint creasing to front wrapper.
Primer on trademarks and logos by J. Gordon Lippincott and Walter P. Margulies, two towering figures in the emerging field of corporate identity. Published in 1956 by their industrial design firm, LIppincott & Margulies. The word brandmark was coined by the authors to reference an instantly recognizable design as part of a package of visual communication in print advertising, television, and point of sale. Early projects by the firm included such successful and ubiquitous images as the Campbell Soup Company’s red and white can, the G on General Mills, the FTD Mercury logo, the Betty Crocker spoon, and adaptations of the Coca-Cola loop. Lippincott & Margulies would go on to create iconic images for major corporate entities including Dairy Queen, Chrysler, Easter Air Lines, Esso, Citgo, MGM, RCA, Amtrak, American Express, and Pizza Hut—all prior to 1975. The present booklet samples their own work but includes a range of other still-familiar brandmarks. 8vo (5.5” × 7.75”), printed multi-color wrappers, 39 unnumbered pages, b/w illustrations throughout. Light bumping and rubbing to extremities, with faint creasing to front wrapper.
