Established in 2004 as a paid-advertising search directory — in print, web, and app form — under the ownership of AT&T and known as AT&T Interactive and AT&T Advertising Solutions the two entities merged in 2012 to form YP, described as “North America’s largest local search, media and advertising company” — not to be confused with any number of other Yellow Pages-named businesses. YP claims a “top-40 web domain in the U.S.” according to comScore, its website and app receive a combined total of 50 million monthly visitors, and three calls are made every second from its app to listed businesses. Clearly, YP’s online efforts are outpacing its outdated directories and they are appropriately focusing on digital and mobile targeting a group they call “doers” through a new identity designed by Interbrand and new advertising by BarrettSF for “aiding doers with clear, quick, communication, and celebrating the act of finishing.”
Looking to create a timeless mark, the logo moves away from the app-inspired jewel to a custom-crafted YP configuration underlined by a simple yellow bar. “We were inspired by the gestures of the multi-tasker: underlines, checkmarks, circles, and highlights — where the yellow line becomes a visual shorthand for efficiency and task completion,” remarked Forest Young, Creative Director for Interbrand NY.
It’s hard to argue against the new logo. It does away with the app icon approach of the previous one and all it does is spell out the name in simple, bold sans serif with a yellow underline. A roller coaster ride of graphic excitement it is not. But it is competently done, spaced, and deployed. With large clients sometimes that’s enough of a victory. The simplicity of the logo also helps set up the mood and tone of the advertising and application. Everything is clean and straightforward.
Clean, bold, typography within the brand system makes headlines quick and easy to read. Refined and focused use of yellow — a color that was previously used gratuitously as a signature cue — now points the way to useful information or highlights a result. A brisk, direct, brand voice brings refreshing personality to headlines while swiftly and succinctly delivering only what the reader needs to know.
In application and advertising it’s all about emphasizing clarity and directness, something a user might want when attempting to use a yellow-paged directory — although, to be honest, it makes me wonder who all these 50-million-people-a-month are that are using the yellow pages; it’s not that I’m a barometer of anything but I haven’t used a directory like this in ages. Anyway. The new presence of YP is serious yet with just enough copywriting bite to make people take notice.