Yellow Pages unveils new directory look

Yellow Pages is to reveal the first complete redesign of the directory in its 33-year history, with a sunflower on the front cover and in-depth city guides.

Design company Johnson Banks was appointed to create the new look in May last year in response to increasingly strong competition from rivals such as Scoot.

From now on, front covers will change every year and feature a different yellow object.

Editions in major cities will have city guides featuring local information on eating out, entertainment and services such as wedding lists.

Ads can be booked in what is being called “white knock out” – they will appear on a white background on the yellow page.

The headings and indexes have been given new typefaces to make information easier to read and find. The changes were developed following reader and advertiser research.

The roll-out of the 76 regional editions will be promoted by a roadshow in 12 cities and regional press and radio advertising.


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