Yell, famous for brands such as the Yellow Pages, could be set to change its name to hibu if shareholders agree at its annual general meeting on 26 July. Created by Landor, the new brand, which has been developed over the last five month, stands to help ‘the people who help communities thrive’.
Yell said: “We are developing innovative new products and we need a dynamic new brand to signal that we are a digital business of the future.
“hibu will become our new corporate brand reflecting our increasing focus on the digital consumer. It will also be used in conjunction with our new strategic initiatives going forward.
“In addition to being consumer oriented and a symbol in its own right, we wanted our identity to tell a story. We have developed a new positioning for the organisation – ‘connecting communities’.
“The identity utilises typography with soft shouldered edges like the human body and coloured dots represent the people behind the identity, diversity, connections and conversation. By using bold lower case typography with soft edges we project a human and approachable company.”
According to Yell, all of the print products, which are sold under different brands in each country, will continue to be sold under those current brands.