This one falls into the "What were they thinking?" category. Yellow Book, the online and printed telephone directory go-to company, has updated their logo. The new logo has a more modern and more X-Files-ish style to it. Andrew Kidd at Brand New called it "Alien Fingers". I call it awful.
Here is the old and new logo from the Brand New blog:
My first thought - what happened to the yellow? The name says "Yellow" shouldn't part of the logo be yellow? Or is that too obvious? Perhaps they're trying to be coy with this new logo.
My second thought - those fingers stink. They don't look like fingers. In fact, if you use your imagination, the graphic looks a bit X-rated in a modern art sort of way.
Bottom line - I call do over!
What do you think?
First impressions and gut feelings are often right on the money...and I agree that the new yellow book logo appears to be a big step backwards in many respects.
Most troublesome: will people still recognize the brand? A close second are those funky, deformed fingers that look like broken legs (or other body parts).
Looks like another case of design by committeee.
Posted by: John Gillett | May 9, 2008 12:38 PM | Permalink to Comment