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)
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.”