The word Yell is so well known that most people don't refer to Yellow Pages anymore and simply use the online version, Yell because as most of us have internet enabled devices of some description close at hand, it can be a lot quicker and more convenient.
But now the name Yell could disappear and be replaced with Hibu. The initial thoughts are going to be what does the word even mean because I for one have never heard of it. Does it have a meaning or has it got a hidden meaning that we are not privy to. This could be part of the problem because seeing a brand mark or logo in isolation can sometimes be misleading. You are not seeing the full picture of the total brand development and where the concept materialised from. Personally I like the logo itself and would like to know more but as a replacement for Yell, I am not so sure.
On the Design Week website this week I saw a piece remarking about the proposed changes. I then noticed an interesting comment posted from Sylvia Saunders from Pearlfisher who I just happen to be visiting next week so will somehow drop this into the conversation at some point. Here is what she said:
At Pearlfisher we always say that names are the start of the conversation. They introduce your brand and are often the first equity that people see, interact with and comment on – as is the case with all personal relationships.
The best names leave an impression and form deep connections with people over time. Even if they are invented that doesn't mean to say they lack meaning.
The story goes that Kodak was a combination of letters that pleased its founder. IKEA too. And seemingly abstract names like Orange, Apple and Virgin are all backed up by a strong challenger reasons that, if not immediately apparent, are built into the brand story over time.
Yell was a seemingly strong and clever adaptation of the famous and much loved Yellow Pages brand. But was it standing the test of time? All brands need to think about their evolution but throwing the baby out with the bath water and, in this case, its most recognised signifier out with the rest of the key equities was bound to be met with confusion and criticism.
Hibu, as the article says, has been thrown into the spotlight without its support crowd. There are so many questions to which we do not know the answer: does it have a compelling brand line? How does the rest of the brand speak? And what story will be built around the name to give it meaning?
But , conversely, it might grow on us. Think Gü and Froosh. Two seemingly nonsensical names that imply something that a more functional name would destroy; Devilish Desserts or Fresh Fruit Smoothies would have lost public interest years ago. A good invented name can spark a different sort of love and create a personal connection with the consumer. Rather than simply telling people what it is, it engages the imagination, meaning many things to many people. But, of course, a new brand is already an open book and not a re-telling – or re-titling…
It's a shame no one internally managed to yell out for Yell. But if it's slipped quietly out the back door, then good luck to Hibu. I, for one, would like to think it's from the French for owl (Hibou)... a wise and all-knowing communicator.
Sylvie Saunders, Head of Words, Pearlfisher
The best names leave an impression and form deep connections with people over time. Even if they are invented that doesn't mean to say they lack meaning.
The story goes that Kodak was a combination of letters that pleased its founder. IKEA too. And seemingly abstract names like Orange, Apple and Virgin are all backed up by a strong challenger reasons that, if not immediately apparent, are built into the brand story over time.
Yell was a seemingly strong and clever adaptation of the famous and much loved Yellow Pages brand. But was it standing the test of time? All brands need to think about their evolution but throwing the baby out with the bath water and, in this case, its most recognised signifier out with the rest of the key equities was bound to be met with confusion and criticism.
Hibu, as the article says, has been thrown into the spotlight without its support crowd. There are so many questions to which we do not know the answer: does it have a compelling brand line? How does the rest of the brand speak? And what story will be built around the name to give it meaning?
But , conversely, it might grow on us. Think Gü and Froosh. Two seemingly nonsensical names that imply something that a more functional name would destroy; Devilish Desserts or Fresh Fruit Smoothies would have lost public interest years ago. A good invented name can spark a different sort of love and create a personal connection with the consumer. Rather than simply telling people what it is, it engages the imagination, meaning many things to many people. But, of course, a new brand is already an open book and not a re-telling – or re-titling…
It's a shame no one internally managed to yell out for Yell. But if it's slipped quietly out the back door, then good luck to Hibu. I, for one, would like to think it's from the French for owl (Hibou)... a wise and all-knowing communicator.
Sylvie Saunders, Head of Words, Pearlfisher
A very interesting response and some insightful information that I will try to keep a note of for future reference.
So as a final choice between the two, I prefer the new design but still not sure about losing such an iconic name. Plus, part of the logo is the two fingers which refers to the strap line, 'let your fingers do the walking' which is now outdated considering most of us don't ever use the paper versions anymore.
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