Based in New York, it is part of the Oliver Wyman Group, a business unit of Marsh & McLennan Companies.

It was J. Gordon Lippincott who first coined the term "corporate identity", and the firm pioneered the linking of name, logo, advertising and packaging into an integrated and uniform marketing tool.

Lippincott & Margulies designed many of the world's most familiar corporate logos, including those of S.C. Johnson, Chrysler, Eastern Air Lines, Del Monte, RCA, MGM, American Express, Amtrak, Pizza Hut, Red Lobster, Baskin-Robbins, Infiniti, and Nokia.

Lippincott & Margulies was acquired in 1986 by Marsh & McLennan, an insurance conglomerate expanding its focus into management consulting.

[3] Lippincott & Margulies soon began working with another Marsh & McLennan property, Mercer Management Consulting; both shared some of the same corporate clients.