Hibu-who? Iconic Yellow Pages brand set for big UK comeback

Kate McCann
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The company behind iconic UK brand Yellow Pages is set to ditch Hibu as the face of its operations in Britain in favour of the much better-known Yell.

Following a rebrand two years ago, when Yellow Pages became Hibu and expanded its digital operation, the group has since decided that Yell has more resonance with UK customers and clients so it ditched Hibu for most of its major commercial operations. The firm restructured after calling in the administrators last year.

Hibu will continue to exist alongside Yell, but will be used for the group’s website creation business, not for its iconic yellow phone books.

A spokesman for Hibu said: “Like many companies, Hibu operates with a range of brands internationally rather than with one single brand… Our Yell brand has a strong history, awareness and loyalty amongst our customers and supports existing products and services.”

The spokesman said Yell and Hibu would co-exist, “dependent on the requirements of specific geographic markets”.