Sense: The Art and Science of Creating Lasting Brands
By Lippincott & Mercer

In the mid 1950s Lippincott & Margulies began self-publishing Sense, an industry magazine dedicated to exploring the leading issues surrounding identity and design. Each issue contains a series of thought provoking perspectives and insights that explore how companies and their products can become better known andbetter understood. In addition to insightful case studies on some of their more prominent clients, Sense explores topics such as: How to bridge the gap between reality and perception; What to do after a merger; Establishing a new identity; Struggling for distinctiveness; What?s the true measure of a brand?; Foundation for a new business; Managing brand risk, and Corporate Brand and Wall Street.

Sense is a two-book package that celebrates the best of the magazine. The first book is a collection of the articles from all 96 issues and the second book explores each issue visually by showcasing the cover and several spreads. This book provides insights from some of the top talent in identity design and is a must-have for every designer.

About the Author
Founded in 1945 by Gordon Lippincott, the man who coined the term "corporate identity", Lippincott & Margulies has been a leader in the field of identity design since its inception. Building on its strength in industrial design, Lippincott & Margulies helped pioneer the field of package design and brand identity, and many of its early efforts in these areas still fill blue chip positions in their companies's portfolios. They have worked with over 3000 clients including Amtrack, Betty Crocker, Campbells, Citgo, Coca-Cola, Duracell, FTD, General Mills, Infiniti, MGM, Pizza Hut, and Xerox and are located in New York City.

Large Paperback, excellent condition, 2004, 528pages