PagesJaunes is a large French heritage brand best known for its printed directories. It was in need of a new brand platform in order to express its modern positioning and move from a brand-to-product approach towards a brand-to-project approach. After distributing the new platform and developing the architecture of PagesJaunes' services and offers, we refreshed the brand's verbal and visual codes.
We took the previous logo and rounded it off, making it more modern and “mobile” by imitating an icon-style. The result was a symbol of the digital world, simple and practical, but also giving a sense of humanity and locality with the inclusion of the friendly smile.