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Yell Group To Rebrand as ‘hibu’

Yell Group, which operates Yellow Pages and Yell online in the UK, Yellowbook in the U.S. and Paginas Amarillas in Spain and some countries in Latin America, announced last week that the company will soon rebrand its corporate identity as hibu.

Coming at a time when Yell is transforming its business to increasingly focus on the digital consumer, the new brand and logo are meant to better convey the company’s mission of connecting communities and helping them thrive.

From the company:

“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 organization – ‘connecting communities’. Communities are built on the connections people make and people are connected at the heart of the hibu logo. The identity utilizes typography with soft shouldered edges like the human body and colored 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.”

Yell’s rebranding to hibu is the latest in a round of corporate rebrandings by traditional Yellow Pages companies, including Idearc’s transition to SuperMedia, R.R. Donnelley’s switch to Dex One Corp., and Yellow Pages Group’s introduction of a new logo, among others.

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