In an age when search pretty much equates to Google, YP (formerly Yellow Pages) wants to survive by expressing their difference. Firstly, they’re not a social media business. They’re not just about searching. Recognising the need to make a strong and direct move into digital brand and mobile, YP not only refreshed their look but also rebranded into a service for “doers”, strongly targeting a specific group of customers that “get things done”.
The new YP mark is timeless, clean and straight forward, uses bold typography and is underlined by a simple yellow bar that was inspired by gestures of the multitaskers. The focused use of yellow, the colour of action, points out useful information and highlights results.