Lippincott has created a new identity for DuPont, a company long-embroiled in lawsuits and accusations for producing and selling pesticides that may be unsafe for children and chemicals that are unsafe for everyone.
The new design retains the oval shape of the original logo, which holds plenty of brand equity. Now the name itself forms the oval or seal, its end-caps signifying expertise from beginning to end, according to the design team. For a more complete accounting of the project, see here.