The design firm behind the Coca-Cola ribbon celebrates 75 years of its most iconic work

Lippincott, the New York-based brand strategy and design company behind the cake-mix-to-end-all-cake-mixes Betty Crocker spoon, the Duracell battery copper top, and the aforementioned Coca-Cola ribbon, is celebrating its anniversary with a trip down memory lane.

When Gordon Lippincott and Walter Margulies founded the company, they were hoping to, as quoted in the press release: “make their mark through experience and product design”, combining their design roots with storytelling, and helping create the branding industry as we know it today.

To mark 75 years since the founding of Lippincott, the company reflected on its practice and various incarnations via a series of videos; turning its Instagram profile into a retrospective of key brand marks from its history.