Lippincott's new identity for office supplies company Viking uses doodles in an attempt to link the brand to office life.

Lippincott's UK office helped Viking reposition itself in a market dominated by discounting and free gifts to buyers. As part of that, a new identity system was introduced based around the idea of the doodle - something, Lippincott reasoned, that many people associate with being at work.

Thus the new, redrawn logo is matched with a doodle drawn, apparently, by Lippincott creative director Lee Coomber.