Lippincott Mercer Makes Sense

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Brand Sense
New York-based design and brand strategy consultancy Lippincott Mercer is out with Sense: The Art and Science of Creating Lasting Brands. The $55 two-volume paperbound package, from Rockport Publishers, is a compilation of the best of the firm's periodical, Sense, launched a half century ago, when the company was known as Lippincott & Margulies, to examine the developing arenas of naming, research, design and brand strategy. In fact, according to LM, the term "corporate identity" was coined by founder J. Gordon Lippincott. Volume One is the art half of the package, showcasing magazine layouts and covers designed for each issue of Sense, grouped into chapters arranged according to the topics covered by each edition of the magazine. Volume Two is a full-text compilation of the magazine, more or less chronicling the history and evolution of corporate identity. For instance, a 1984 issue, "The Corporate Name: To Change or Not to Change," reviewed the renaming process in case studies on Citgo, Xerox and Comerica. Hello, Altria? Have you read this? See for more info.
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