In 1905, a group of founders set out to build an insurance company rooted in integrity, honesty and reliability. Even in that era, they understood the power of a brand and the human connection to symbols, prompting them to secure permission for the one likeness and name that best embodied the company’s ideals: Abraham Lincoln. To this day, Lincoln Financial remains the only company legally permitted to use his image [as part of their brand].

While those original ideals remain vividly alive, Lincoln Financial’s growth and innovation over the past 120 years called for a brand evolution – one that would reflect, and bolster, new business units, audiences, products and people. Lippincott’s goal was to craft a brand reflecting a rich heritage while ushering in a new and relevant chapter for what the brand means today. In short, we set out to define and activate a powerful brand that stands out across its categories and tells a confident, cohesive story.


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