Yellow Pages logo refinement part II
In part I you saw the design brief and a sample of work from my time on the Yellow Pages project. Here follows an insight into the design that was actually chosen, created by Canada-based agency TAXI.
Creative director: Dave Watson
Designers: David Taylor, Chris Zwada
Yellow Pages logo: before (top) and after (below)
——
Update:
TAXI’s Dave Watson had this to say (responding to your questions in the comment thread):
“The challenge for rebranding YP was huge. The brief was simple but daunting. Create a new logo that reflects the company’s new digital focus without throwing away the HUGE brand equity in the name, colour and the ‘walking fingers.’ Not easy.
“After a few rounds of “sketches” and thought-starter meetings with the clients, we started to understand what they were looking for. We asked all the standard Corporate ID questions: Which brands do you admire, what do you want to communicate? Etc. So at this point we knew visually what they wanted….but from my perspective it wasn’t enough.
“My favourite IDs always have an insight or a visual pun (in a good way.) FedEX, the classic Rand UPS logo etc. Basically I wanted a larger concept. During a few of our meetings with the client they kept talking about connectivity. About how they want Yellow Pages to be the thing that connects everybody to everything. Not long after that we stumble onto a Buddhist proverb entitled “a pebble for your pocket”. A simple story that teaches of the interconnectedness of all things. Hence the pebble. Subtle: Yes. The new logo is a balancing act of one foot in the past and one in the future.
“We feel that the new logo, combined with the visual language, achieves all of the communication goals the clients have. Just like with the Apple logo, if and when the “web 2.0” look becomes a thing of the past, a strong logo mark will remain.”
——
Thanks again to TAXI for sharing the work, and all the very best to Yellow Pages, too.
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48 appreciated comments on “Yellow Pages logo refinement part II”
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Wow. It does appear that this was greatly client driven. Sadly, the client drove it in the wrong direction. TAXI presented plenty of good options. As suspected, this explanation of TAXI’s process does help retain their credibility. The pebble theme helps explain why the bevel-and-emboss effect was used. However, this does not provide reasoning for what the pebble is representing. Maybe the tagline will be something along the lines of, “Your next contact is just a stone’s throw away.” Either way, I think both TAXI and David Airey did their jobs, providing great proposals. Ultimately, however, the client could have chosen a student designer to get the end result and saved some major moolah.
Thanks for sharing, David and TAXI. This is more affirmation that even the big players in graphic identity have only so much control over where the client goes.
I still have no clue why that shape… Well, now I know that it’s a pebble… but why pebble? /SCRATCH/
Branding is sometimes hard to understand yet easy to explain…
Wow…. Err….
The pebble has nothing to do with their organization, in fact it resembles more of a guitar pick. Good thing taxi let you publish their process and options, because they had some good ideas, as did you. I think since this was to be used online, the finger pointed towards the O was a good idea. One of my favs.
But frankly… this logo? The colors are washed out, the yellow on gray looks terrible – the font itself.. meh.
Sometimes when I give clients many options, they end up pushing it in a direction I feel I really shouldn’t have let them have the option to do. Which is why clients should leave the designing thing to the designers.
Oh well… Thank you for sharing! Interesting process here!
Yikes, that seems like a lot of options to present to a client, especially a client such as this where (I expect) there would be a number of people contributing to the decision. Personally I think the final option would work better flat with a deeper shade of yellow, I’m not sold on the bevelled look. It would be interesting to hear which version Taxi would have chosen.
I too am not a huge fan of the version they went with, but it is good to see that a lot of thought went into it. And of course in the end the client will choose the one they want.
No disrespect to Jamin but I don’t believe a student could create a logo with such elegance and refinement as the final design. Not shown here, but a simple black only version would also work well. It’s great to see the development work… kudos to David and TAXI. I like it.
Wow. It’s interesting to see laid out the thought processes of everyone involved. I echo the sentiment that the client certainly “drove the TAXI”, although I don’t necessarily think it was so much in the wrong direction as as it was in the SAFE direction. It was also nice to find that it’s a pebble– and not a blob– even though the rationale behind it is totally unclear to me (maybe it’s a Canadian thing, for all I know).
Thank you David (and the folks at TAXI) for giving us a peek behind the curtain on this project.
Unfortunately it’s not as good as your designs. While TAXI is a good company and had some really good ideas I’m sad that Yellow Pages went with the one they did.
David and TAXI, thanks again for sharing this background on the project. TAXI certainly developed some nice designs here. I think Jamin is correct about the client driving this one. I’d like to hear their rationale for the pebble element — I still see a guitar pick. And when has anyone ever come across such a bright yellow pebble? :)
Still, an interesting study in what might have been – something all designers can relate to, whether for a logo, website or direct mail campaign. How should designers handle a project when it arrives at a point of compromise between a stronger design or a happy client? For me, one of the most difficult points to get across on identity projects is that the design should appeal to the client’s clients, rather than just themselves. Asking them to see the design from their audience’s point of view is sometimes very difficult, if not impossible.
I’d be very interested to know why they went with the bevelled and embossing on the pebble shape. To my eye it really dates the design. You get the same effect if you apply a standard bevel layer style to a shape in photoshop.
The subtle embossing, while looking nice close up gives the impression of being blurred from a distance. I would have thought that would create more of an impression of discord rather than a clean reliable image. The strength of the grey also makes the logo look washed out as the yellow isn’t that strong.
Don’t get me wrong, I like the shapes and the function of the logo, Its the over styling of the end result that I’m confused about.
Your design looks great, the process shown is very interesting! Definitely more modern …
But one small point bugs me:
Are you sure, Apple would accept the iPhone app-icon you proposed? AFAIK Apple prohibits random shaped forms and instead forces everyone to push their app-icon inside this rounded-corner-rectangle.
I know, your YP pebble shape makes for great presence between the other app-icons, but still – so would other logos and nobody did it up to now.
I remember the minor uproar in the iPhone dev community when Apple released their XMAS app last year – for it was the first app-icon ever not adhering to the “rounded-corner-rectangle”-rule.
I like the yellow shading and reflection for the ‘minimum space around the icon’ example.
Very interesting. Thanks, David and TAXI, for behind the scenes look.
Looks like none of the originally presented logos by TAXI had a pebble in them. Would’ve been interesting to see how did they arrive to using that shape in the logo. And what does the pebble represent anyway? I’m sure they’ll have a way of explaining that, but interesting to know nonetheless.
So does the re-branding and re-positioning themselves as an online directory mean that Canadians finally won’t be getting those huge Yellow Pages, books that many used as a door stopper and we’ll finally save some trees?
Is it just me, or does the top curve of the hand abstract it away from being a hand, turning it more into a backwards-facing chick with its mouth open?
After reading through a lot of the comments about the large number of logos presented…I’m going to take a guess and say that this is the process that TAXI went through and the client only saw a few selected options from TAXI – as to what they though were best. Clients have very little understanding of the nuances of typography – nor should they. But I’d like to think that any good branding agency does at a minimum this many options internally so that they really do feel every avenue has been explored. The if they client asks to see more than a few – they are prepared.
Thanks for joining in the debate, folks.
TAXI’s creative director Dave Watson has been reading all your comments, too, and I’ve just updated the foot of the blog post with his resulting commentary on the design, on “the pebble,” and on working with Yellow Pages.
It helps shine a little more light on his thought process.
The commenters on Brand New are going to tear this apart. I can’t say I really blame them either.
The original is great. Clean, simple, and smart. The new one is pretty much the opposite of all that. It looks like a bad application icon. One I’d hide in my applications folder.
The sad thing is, there are some great directions in those samples.
Good choice in Franklin Gothic though. Really underrated typeface in my opinion.
Alex, I don’t agree with you still, but that’s fine. Here is how I would defend my remark and TAXI’s work at the same time.
TAXI was essentially hired to problem solve. A logo is really a form of communication when it all comes down to it. It is a visual form. TAXI’s job is much more of a service than a product. They are paid for their ability to visually problem-solve. It is their expertise of the process that demands most of the money. Is the resulting logo something that could have been done by an amateur? I think so. Would an amateur have taken the same road to get there? Probably not. That is what separates a time-tested professional from an amateur—professionals will carefully listen to what the client wants and needs. An amateur will most likely either try to impose his/her will on the client, or will simply give the client what they are asking for rather than really digging deeper and challenging the client to think it all the way through from numerous perspectives.
I believe artistically an amateur could have done it and refined the result as such. I don’t think it is fair to separate the logo from the process. Sometimes amateurs can hit the nail on the head without even realizing it. Most of the time, though, the logo will miss the mark if parameters are not adhered to and challenged.
I appreciate Dave Watson’s explanation of the logo. Do I agree with the rationale. Not quite. I think it is more of a “stretch” than a “sublte” reference as he calls it. I’m all for subtle references. (I’ve always believed that what separates good design from great design is the sum of its subtleties.) However, in this case the subtlety is referencing something that already is so far removed from the product–a buddhist proverb title with the word “pebble” in the title compared to Yellow Pages. For me it’s too much. I think in end the client and TAXI must take a step back and look at the logo again from a really simplistic perspective and say, “What does this look like?” Many of us have commented and answered that. Unfortunately, it if very difficult for those who have invested so much into the process to do so. I think all designers can struggle with this.
Personally I think the logo works. It’s fun, fresh and different, and regardless if the pebble reference is only recognized by TAXI, I’d say that given the application of logos today – more likely to be used on an iPhone or Blackberry for quick search versus printed on a letter head – this logo stands out. We can’t keep thinking of logo design only from the perspective of Paul Rand. Trends change. In the late 90s everything had a gradient swoosh. Now everything bubbles and asks to be clicked.
Wow, that is a LOT of unique iterations of the logo that TAXI created. There were quite a few that I think hit all the points Yellow Pages was trying to make with their logo and I wonder why they didn’t choose those. And a great exploration of the hand, too. It’s very difficult to deal with a large corporate client where so many people have a say in how the logo is designed. What’s the saying? Something like if you have 10 people, you will get 12 different opinions. It takes a skilled designer (or other client liaison) to keep the project moving forward.
I think the “pebble in your pocket” idea is interesting (thank you Dave for elaborating), but in my opinion it will be lost on 99% of people and like so many in the previous post commented, it looks like a guitar pick (that wasn’t my first thought, but I can definitely see it). If this were a company with ties to Buddhism, that shape in the logo would make a lot more sense.
That said, I think new identities take a while for people to get used to. New is scary and unfamiliar. In a few years, we probably won’t criticize so much.
I agree with Jamin (not to take a side in the discussion). The new logo is a bit trendy and dated in my opinion. Almost too PS filter-esque. (maybe the reason for the student remark) While the text treatment is attractive, the mark plays a different tune.
That said, I truly appreciate the write-up. As always, thank you David!
The shape grows on you a bit, especially after reading the explanation… the problem is, that if this logo was for another company, i.e. a wellness company, anything to do with eco-friendlyness or health or any of that, this would have worked great. I love subtle ques in logos, but a logo is a visual thing, and this gives away no visual ques to what it is referencing. I agree it would look great on the Iphone for example as an app, since the shape is oh-so-clickable…
… But the Bhuddist reference will not connect in anyone’s mind to yellow pages, the internet, or anything else that’s trying to be communicated here. I mean, yellow pages has several tag lines, such as the let your fingers do the walking, and they are internationally recognized as directory services, thus connecting people… there are so many avenues that could have been explored (and clearly where explored) down those roads.
Cause really, what good is it if only a handful of people will ever get the reference?
It is however growing on me as a click able icon.
Wonderful of you to post this process.
Another part I find interesting is this: if we were to add all the hours spent on a project (and include the years of training and expense to arrive at this point of expertise), I fear to think of what the true hourly rate is for a designer. When a person in another field voices their advice to a client (take a lawyer or doctor for instance) we don’t require them to show hours of notes to prove how they arrived at their “best” solution.
I love your spirit! Thanks for posting.
Hats off to TAXI for their hard work. With all the studies and approaches they made, only the client could justify on this decision. At the end of the day, they still captured the clients’ point of perspective.
Ok, I’m going to come out and say it I love the new design. David your original simplification of the “Walking Fingers” was spot on…the bump had to go, it killed the flow.
Love the grayscale on yellow on the plasma…then again everything looks better on a plasma, the “push me” feel of the icon is very cool. Yes the 3D might get dated, but that just a matter of evolving to flat color.
The whole Buddhist angle, whilst cute… would be lost on the average Tom, Dick or Jane. I see the pebble (a call) as being dropped into the pond (directory), resulting in the rings of connection (business and consumers making contact). Anyhow that’s my spin on it :)
I didn’t really like the pebble design at first but it really comes into its own when viewing it on a mobile device. And given current trends, it works well.
I see the final logo less of a pebble, more of a button.
I prefer David’s design in terms of aesthetics but think the Taxi logo works better in terms of function.
Thanks for sharing this refinement process. Fascinating.
The “Web 2.0″ look is ALREADY a thing of the past! Wow!
Fascinating reading and debate. If there is one thing that is the “gospel truth” in our field, it’s that, “Design is subjective”. Goes to show that we’re all different, with different perspectives. That’s a good thing.
Its very interesting to see the creative process and obvious hard work put in by TAXI. Seeing all the options created for this mark is very inspiring. The client was obviously happy with the end result even if very few of the rest of us are! Somehow though, I can’t see anyone stopping to admire the pebble/Buddhist proverb connection as they desperately look for a phone number for ‘Pizza Hut’! But, at least we now know there is a viable connection there.
Thanks for the background views David.
There’s some very nice and interesting concepts in there, but personally I’m never keen on gradients / embossing / drop shadows in logos, particularly when the Yellow Pages logo is going to be replicated in quite low quality print in the directory itself.
hi everybody,
I think this is a very good post (I’ve seen the new logo before and wondered does anybody else think there something wrong with this redesign – now i have the answer).
With all the hard work and many design hours i’m afraid this logo redesign might fall into “brand identity gone wrong” category.
Just look at pepsi.
I like the new icon. Very sleek and Web 2.0. I only wish that the client went with the first typeface used in the exploration.
I feel that it tips the hat the the future and it feels a little more updated.
Not to pleased with the final typeface choice IMOO (In My Honest Opinion).
But overall a great re-branding effort and it was great to get a peek into the process of developing the new identity.
I think what’s great about this post is that it shows no matter how large or small the agency, big brands can still make the most of both when it comes to buying in creative services – it’s the ideas that count. It’s nice to see that as a freelance designer I follow the same preparation, depth of exploration and presentation to clients – I imagine most of us do.
I actually like the new logo – and the development path from both creatives. I imagine that as the emboss on the pebble becomes less relevant a flat version will emerge which is equally as strong – as the CD at Taxi has said, the mark in itself will become as iconic and recognisable as the overall brand (it is, after all standing on the shoulders of a giant – the walking fingers).
I would have preferred to have seen more exploration of the ‘presented logo’ sitting at the top of row 1 / column 2. The small pointer / bubble / pin plays into the power of search and accuracy / relevancy of information and the way I think we’ll all be searching by location in the future.
Thanks for sharing more inside information on the re-brand. Great to see the thinking behind the pebble. We are seeing a lot of this new logo here in Canada now as they are pushing some new marketing – so it’s nice to see the inside info. :)
I think this is a case of the client being so in love with the concept of the pebble, he/she cannot see that the pebble in the logo doesn’t really look much like a pebble.
Some nice development work here but, like most of the above it seems, I would have selected another final option.
David, I noticed Applied Arts mag has an article about the TAXI rebrand of the Yellow Pages.
http://www.appliedartsmag.com/blog/?p=1349
I’m a big fan of the creative process, and I give thanks to both David and Dave Watson for supplying their creative processes. I’m glad that the original fingers logo wasn’t altered, I feel that the logo itself has already been established, and its synonymously associated with finding information in Toronto (or Canada altogether).
I’m a little iffy on the Pebble, I never would have put together the “pebble for your thoughts” idea behind it, and reading Roksan’s comment about the Guitar Pick, it really overpowers the pebble upon reading that. Not sure about the Bevel/Emboss effect, this glossy look is getting overused nowadays.
I only have one thing to say: “If it isn’t broken don’t fix it (or in this case ‘mess’ with it).”
I’d be interested to see the Brand Attributes driving the creative process. Cool stuff. I won’t hate on the pebble, because at least there’s justification driving it (which is sadly so often neglected), and I won’t hate on the emboss, but I will add these 2 cents: Black and Yellow were absolutely the two strongest elements tied to brand for Yellow Pages, and now black is gone (at least in this option) and I think that’s a big mistake. When black goes away, the color tie is weakened, and contrast is diminished. At least make the fingers black! Tell Yellow Pages I said so :)
The new icon’s not bad for this new popular style of giving logos 3D effects.
The typography i don’t think is great.. the “g” is distracting for me and doesn’t fit with the attempts to make it more modern.. i like the middle-right on the typography exploration.
The pebble concept is a real stretch.. this is where they could have truly went another direction.. there’s a lot there to explore and this just seems way too abstract.. i probably would’ve given them more credit had they not explained the shape or maybe attributed it to a suggestion of a computer mouse (for the new focus on the online game).
I actually prefer many of the presented concepts to the the concept actually chose, but have to say that removing the bulge was a stroke of genius.
I didn’t even notice how clunky and unnecessary the bulge is until seeing it without. Also the thumb tip, yes much much better like that.
Great work !
As echoed by others, the pebble / guitar pick conceptual link to the yellow pages is not very…direct.
Milton Glaser often talks of the “Hippocratic oath” of design—have the client’s harmed themselves with this choice?
Like others, thanks for the education, and to both designers involved, Kudos. My observation is that the pebble doesn’t offer a base line and so the modified hand looks less like a hand (a chicken leg, a funnel?) For me YP missed the point in trying to hold on too rigidly to the icon. We are no longer letting our fingers do the walking, but rather they are pointing us to were we want to go. The exploration (middle row 2nd from end) that showed the bent middle finger holds reference to the old icon, presents both an “OK” sign and a check mark, all while pointing or button pushing.
The great debate goes on, after listening properly; how responsible is the designer for how the client behaves. At what point do you say, I led the horse to the water, I can’t make them drink it.
Again, Thanks for this great article!
I’m late to the party so excuse me if this has already been answered. It looks like they contacted you to start the design, you did work, presented stuff to them, they put you on hold. I’m assuming that you didn’t get full payment because they chose not to complete the job with you? Also, did they take the work you’d done and give it to Taxi and say “finish this up?” I’m curious as a freelancer who’s had this happen before.
Hello JP, I was paid everything I was owed by Yellow Pages, but yes, my work was given to Taxi some time afterward.
Reference to the pebble…
well, it’s amazing how a little stumble turns into a major company’s brand identity! The pebble really doesn’t communicate (to me), what they are trying to communicate – connectivity. Yes, Buddhist concepts are becoming more popular in North American but we don’t have the ancient stories circulating through our culture for someone in North America to connect a pebble symbol to the concept of “connectivity.” I agree that it looks more like a guitar pick. In the end it comes down to pleasing the client and that’s what Taxi did. Did the Yellowpages do any kind of focus group to see how if this new logo really met their communication goals? or did they just go for it?
P.S. it does look a little like a computer mouse though and I only use the yellowpages.ca online!
To be honest i love the logo. Who else remembers the yellow pages catchphrase “let your fingers do the walking”. Timeless.