To brand a new online listing service concept that has a name and the heritage of the traditional yellow pages, a rapidly aging medium.
Design an identity and set of brand guidelines for the new AT&T online service company, YELLOWPAGES.COM. The identity needed to evolve the traditional and ubiquitous yellow pages "book" into a modern online service brand.
I created a simple and bold wordmark that utilized the very widely known AT&T trademark, "Walking Fingers". By replacing the "A" in the logo with the redrawn “walking fingers,” the idea was that YELLOWPAGES.COM has anything and everything a person could be searching for in their day-to-day lives. The yellow and black color scheme was chosen to provide a fresh new look that translated well online while still representing the heritage of the "book". The boldness of the mark was designed to convey authority and establish the brand as the preeminent source for local business information.
The new brand was successfully launched nationally and was featured in print, online and TV ad campaigns across the country.