The Yellow Pages Association (YPA) today unveiled a new name “Local Search Association” — alongside a new visual identity, reflecting the industry’s transition from print publisher to a provider of local search services to small businesses and their consumers.
The Association’s new logo incorporates a clean and modern design with a nod to the strong connection advertisers and consumers have with the Yellow Pages’ iconic walking fingers. The fingers have been given a more movement-oriented touch and dropped into the Local Search Association name, signifying Yellow Pages’ integral role as part of local search.
Under the new brand identity, the Local Search Association will transform its member services, which include everything from media usage reporting, business networking opportunities, and educational programming.
The organization is also reaching out to new constituencies that surround the yellow pages and local search industries. New members of the expanded trade association include CityGrid, MerchEngines, Kudzu, Telnic Limited, Kenshoo, Thrive Analytics, deCarta, dotMobi, VendAsta Technologies and NO PROBLEM.
The organization will focus on local search, mobile and social platforms and is almost unique in this cross-platform approach (most industry associations are platform specific: print, radio, TV, online).