Did you know that the trusted company of Yellow Pages, best known for creating business directories that double as booster seats, has finally worked up the nerve to rebrand? That's right, apparently the recent popular opinion of Yellow Pages being "a great place to advertise if you're in the business of selling walking sticks, mobility scooters or perhaps buggy whips" has finally lead to the complete overhaul of the company's logo, branding, marketing strategy and advertising campaign.

Logo-wise, most notable of all the changes is the absence of actual pages in the business' identity. However Yellow Pages’ iconic walking fingers remain for brand recognition. Additional alterations include the logo shape, as it's changed from a square to something much more iPhone app-like that, according to reps, better represents Yellow Pages' new multi-platform business approach, featuring Yellow Pages-branded web production services and smartphone applications. Even the yellow hue as been readdressed, appearing as a more "radioactive, fluorescent tinge" that has been described as "crisper, lighter, purer … more yellow."

While the jury is still out on the overall success of the redesign, no one can fault the company for their lack of guts. In a world full of businesses that would rather hide behind a familiar logo and traditional branding, the fact that Yellow Pages followed through once the need for a redesign was recognized deserves major kudos. The transformation of a primarily print brand into a company fit to compete in the cutthroat digital world which is no easy feat, so though there may be critics, Yellow Pages should be proud that they have so far handled the transition with a measure of finesse.

See some of Yellow Pages' finesse in action as their new advertising is widely well-accepted so far. View a few of their ads below and let us know if you're for or against this new side of Yellow Pages.