Word: lippincott
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...result of your suggestion that our name needs changing [July 16], our friends have proposed Lippincott & Marvelous, Hepcat & Strudel, Turnaround & Twinkletoes. Telephone calls are getting more urgent-and more frequent. In a week, I have 100 of them, and everyone in our organization is getting the same treatment. We are not likely to get any more letters addressed to Apricot & Hercules...
...little-known Manhattan Company named Lippincott & Margulies, Inc. was hired by the Government last week for what seems an impossible task: putting a friendlier face on the Internal Revenue Service. At first L. & M. will simplify the tax forms, rewrite the IRS's standard letters and redesign its office signs-but after that, almost anything can happen. Turned free, L. & M. might design a new shade of ink for tax bills (Affluence Green? Bankrupt Red?), or tell the IRS to change its name to something like Friendly Funding...
...company's image is affected by the most fleeting of public impressions, such as how people react to stationery or employee uniforms. To help create the right impression, L. & M. employs 130 people, including psychologists, sociologists and anthropologists. At the top are easygoing Chairman J. (for Joshua) Gordon Lippincott, 56, onetime product-development teacher at Brooklyn's design-oriented Pratt Institute, and courtly, French-born President Walter Pierre Margulies, 51, onetime chief designer for Statler Hotels. Says Margulies: "Designers in general have too high a taste level. Our aim is to speak the language of the consumer...
When Floyd Hall took over low-flying Eastern Air Lines in 1963, one of his first acts was to call for Lippincott & Margulies. They shortened the company name to "Eastern," and devised a new color for its planes and stewardesses' uniforms, "Ionosphere Blue" (something between navy and royal blue). More than that, their researchers questioned 6,000 passengers, found them predictably disenchanted by flight delays, indifferent service, and noise in the planes. Floyd Hall gives L. & M. substantial credit for the fact that Eastern has much improved its service and reduced the noise levels inside the redesigned cabins...
ILYITCH SLEPT HERE by Henry Carlisle. 224 pages. Lippincott...