AT&T

Yellowpages.com Brand Identity
Yellowpages.com Brand Identity

AT&T, Yellowpages.com. Branding

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Yellowpages.com Billboard
Yellowpages.com Billboard

AT&T, Yellowpages.com. Branding

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Yellowpages.com Branding
Yellowpages.com Branding

AT&T, Yellowpages.com. Branding

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Yellowpages.com Guidelines
Yellowpages.com Guidelines

AT&T, Yellowpages.com. Branding

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Yellowpages.com Business Card
Yellowpages.com Business Card

AT&T, Yellowpages.com. Branding

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Yellowpages.com Splash Page
Yellowpages.com Splash Page

AT&T, Yellowpages.com. Branding

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COMPANY:

AT&T is the world's largest telecommunications company, the second largest provider of mobile telephone services and the largest provider of fixed telephone services in the United States

INDUSTRY:

Telecommunications

PROJECT:
YELLOWPAGES.COM Identity

​CHALLENGE:
To brand a new online listing service concept that has a name and the heritage of the traditional yellow pages, a rapidly aging medium.

TASK:
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.

​SOLUTION:
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.

RESULTS:
The new brand was successfully launched nationally and was featured in print, online and TV ad campaigns across the country. 

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