Yellow Pages logo

Yellow Pages
Logo design

The Yellow Pages are telephone directories of businesses, organised by category rather than alphabetically. The brand idea first came about when, in 1883, a printer in Wyoming was working on a regular telephone directory and ran out of white paper, using yellow paper instead. Then, in 1886, Ruben H Donnelley created the first official Yellow Pages directory for the city of Chicago.

The owners wanted to explore an update to the “walking fingers” logo because the directories had moved almost exclusively online, so the original idea of fingers walking over printed pages was outdated.

In addition to removing the “pages” from the logo, refinements were made to the hand for a slightly softer, more human-like appearance, and a complementary typeface was chosen for the brand name.

Yellow Pages logo colours
original Yellow Pages logo

Henry Alexander’s original Yellow Pages logo was wonderfully relevant until the decline of the printed directories.

Yellow Pages logo anchor points
Yellow Pages walking fingers logo
Yellow Pages colour palette
Yellow Pages logo
Yellow Pages business card
Yellow Pages website

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David Airey
Logo & brand identity design

Studio
64 Beechfield Avenue
Bangor

Northern Ireland
BT19 7ZZ