Few brands can boast more instant recognition than the ubiquitous Yellow Pages; so you can imagine the healthy dose of respect we brought to the challenge of updating this iconic brand. They say that the world is so saturated with endless variety that if you want to discover a new species, all you have to do is look closely at your own back yard. We felt that this same spirit of discovery applied to the Yellow Pages brand which has for decades existed as the repository for all things local.
Our first change to the brand was reducing the name to just ‘Yellow’… simple, memorable, evocative and most importantly easy to turn into a verb… ‘Yeah, I just Yellowed it’. Our next step was to reimagine the world of local with interchangeable icons for tailoring the logo to any search situation, followed by creating the tagline ‘Discover local’ and adopting a friendlier photographic style to help bring people back into the world of local, the universe of Yellow.
