The venerable Yellow Pages directory is to undergo its first redesign in 15 years. Johnson Banks is working on the project after winning a paid credentials and ideas pitch against rivals including Pentagram and Coley Porter Bell.
Johnson Banks is now working on typeface and cover designs, “and everything in between”, in preparation for a launch of the new-look directory next January, says creative director Michael Johnson.
The lead times for the directory’s 76 regional editions need to be so long because of their size.
Although the dominant player in its market place, Yellow Pages is facing increasing competition from rivals such as Scoot, formerly Freepages. Scoot’s brand was created by Wolff Olins last year (DW 10 October 1997).
While the newer directories are seeking to establish unique selling points, Yellow Pages is likely to build on its existing reputation and “yellowness”. “They are approaching it with an open mind,” says Johnson.