Lippincott Unveils New Logo for Principal

Lippincott Unveils New Logo for Principal

Lippincott has designed a new logo and brand identity for Principal, the global financial services company, which will kick start a larger brand transformation.

Originally founded in 1879, Principal has expanded over time and now serves customers in more than 70 countries. With a diversified and global offering, the company wanted its visual expression to reflect its momentum in meeting client needs.

“The logo’s form is iconic and unique, taking inspiration from a human embrace while outlining a clear path towards progress. The softer forms of the double ‘P’ signal reduced complexity for its customers. Together with the typography, it conveys a more humanistic and optimistic personality. A vibrant blue will serve as the company’s brand color,” explain the designers.

Michael D’Esopo, senior partner at Lippincott, adds: “The new identity provides greater unity and consistency as Principal presents itself as one global brand.”