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Headings are diverse (aprox 4500) so you can spend money in profit centers that make sense.
Like internet search, yellow pages have always played well with other media because of the nature of directional media being customer driven.  We use creative media to plant a seed, or at the very least create awareness of a brand, then when the customer has reached the purchase phase they use a directional form of media to connect with the retailer or service provider to make the purchase.
This is a great article from a former yellow pages consultant that is well written and explains the reality for one yellow pages publisher. As traditional print media suffers the continued migration of advertisers to the Internet; local directory publishers scramble to stop the revenue hemorrhaging by offering pricing deals and online options to advertisers that remain. With priorities having shifted online, the pages of the book (the yellow section in the symbol above) were no longer deemed appropriate enough for such obvious use. Before addressing the Yellow Pages logo I was asked to present the board with a number of successful logo refinements from other companies, detailing why I thought each one worked. Although related by name and service, each business operates in a different global location, and is run as an independent organisation (hence the separate logo designs). I thought the original bulge (shown above-left) created an unnecessarily top-heavy look, and that the pointed thumb-nail was overly feminine. In November 2008, after a number of months working with the senior brand manager, I was told the company was undergoing some internal restructuring, and that the project would be placed on hold until the new year.
In March 2010 a new logo was unveiled (shown below), created by Canadian design agency TAXI.
I enjoyed my time working with Yellow Pages, and I wish the company every success with the new brand identity. I always enjoy the unveiling of an updated logo on well known brands, and it’s always fascinating to see what the end results are! It’s refreshing to see that, even in this (predominantly) digital age, there are still folks that are committing a good chunk of their resources to print.
Did the company not communicate to you at all that they were going another direction with logo before they unveiled the new one? Adam, thanks for the props, but it’s definitely worth bearing in mind that the Yellow Pages committee had a lot of opinions on how the logo should turn out. Rafael, TAXI was supplied with the work I carried out, which might be why you see some resemblance between the two. Mark, the last I heard before the new unveiling was in May 2009 when the project was on hold. I think that subtle change you made to the fingers (removing the top heavy bit) is a big part of the success of that new logo, so I can’t help but think that you done a lot of the heavy lifting for TAXI. That’s what happens when the people that get to choose the design know nothing about graphics. I totally agree with the adjustments in the hand that you developed, David (indeed the pointy thumb was rather feminine).

Why do some designers think that adding a drop shadow and creating a 3D blob is the essence of creativity, as if its never been thought of before!?
I’m glad to see everyone commenting seems to agree that the bevel and emboss effect only cheapens the brand identity. IMHO, I think communicating with the client and imparting one’s knowledge is the key to any design solution.
During my chats with the client, it became clear some of the committee members were very keen on 3D effects, so I believe my possible outcome above would’ve appeared differently had I continued on the project. A very interesting read David, and a shame that you weren’t able to work with them through to completion. Hats off to TAXI though, like you said, for contacting you and for sharing their design process with you (although they get some free PR from it). Do you not feel that the idea is lost some what by dropping the little icon of the book below the fingers? You could argue that the fingers have become iconic enough now to not need the book element to back it up.
Having said that, your crafting of the hand is very much an improvement, and your concepts are very visually strong. I have to say, I am disappointed with the outcome from Taxi, it does nothing for me at all. The shape of the yellow blob that TAXI came up with reminds me of a little of a mouse, but in that sense it’s going to get outdated quite quickly even without that terrible 3D effect.
Alex, I think you’re right when you say the fingers have become so visible they can stand alone, and I can understand why the organisation wanted to remove the book. Ian, I quite liked the lower-left option, too, but I felt that including white in the design added an increased level of contrast that really helped the symbol stand-out. Have to agree, your design is far superior and lends itself much better to the diverse applications that the logo will be used in. I have to agree, David – Your final solution was and is much better than their current 3D guitar pick, like someone pointed out. However, I think an exploration of gray in your design (to replace black) might have helped – although contrasting that shade of yellow with any gray is dangerous and difficult to pull off.
To keep this in perspective a thorough needs analysis must be done.  Target demographics, such as age of typical consumer, trade area, and other things must be uncovered before a solid recommendation can be made about headings, size, and monetary investment. The effort to entice newcomers is of course a priority as many long relationships turn elsewhere. Let’s take a look at the years in which the effects of Internet use has likely had the greatest impact.
A very brief description behind some of my choices can be seen in these successful logo redesigns.

The new year came and went, and after checking in with my client in May 2009, the project was still on hold, with the entire communications strategy now being reconsidered.
I was pleasantly surprised when I received an email out-of-the-blue, asking if I wanted to help. Outcomes like this are an unfortunate but interesting part of the designer’s business.
I’d been meaning to talk about Yellow Pages for a while, and with the new logo being unveiled, I thought it a good time. However TAXI probably made many options they thought were better, and it was the client that had final choice in the logo (maybe TAXI share many of these opinions but in the end what can they do?). Out of the options presented above (the 5 row by 2 column grid), I think last one on the left kept the overall feeling of the original identity best, while updating it and removing the print reference. At the same time, I have to believe that the client was really driving the TAXI–if you know what I mean. Refinement of the Yellow Pages logo is a huge task considering it already has a very effective mark.
I really liked the idea that the fingers were walking through the pages, I always understood that that’s why the fingers were walking in the first place? TAXI gets a little free PR, but more than that, I was very interested to know how this one panned out.
The design team got an overview of the logos before the reveal, Most of us agreed that the logo done by TAXI looks very 1999. I don’t want to be bias but I think your direction was better compared to why and how TAXI went with theirs, and finally this solution? I was very pleased the company deemed my blog and portfolio (nearly two years ago now) strong enough to secure the business. As for the rest of TAXI’s design, I look forward to reading about the rest of their development on the logo.
Cheers to continuing some great explanations into the design headaches which we all seem to run into along the way. One thing I think could be improved is the contrast; it looks a little washed out with the less bold colors.

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