The Yell Group, which operates the Yellow Pages and Yell online in the UK, as well as a portfolio of brands around the world, is to adopt the hibu name internationally as its corporate identity and for all consumer-facing activities, although all hibu’s print products will continue to be sold under their existing names.
According to Yell, the new hibu brand is built around the positioning of ‘connecting communities’ and also reflects the company’s increasing focus on the digital consumer.
A statement from Yell says, ‘Communities are built on the connections people make and people are connected at the heart of the hibu logo.
‘The identity utilises typography with soft shouldered edges like the human body and coloured 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.’
The new name and branding will be taken on subject to shareholder approval at Yell’s annual general meeting on 26 July.
Landor was appointed to the work last autumn following a pitch, and was tasked with reviewing Yell’s global portfolio of brands and creating a consistent international message.