I was tasked to rebrand a social media company for a branding course and set about refreshing the identity for Yelp. The core ideas behind the rebrand are to be fresh, youth and modernity. I started by simplifying all the important aspects of Yelp. I saw it as a community where your voice can be heard and shared.
The brandmark had to represent these three attributes in reference to Yelp. My initial sketches looked more of a “y” in the shape of a speech bubble. However, throughout the process I exaggerated the shape so the negative space would look like tonsils, which is meant to represent your voice as a yelper. The soft edges of the icon encouraged me to explore round typefaces and I ultimately decided upon Gotham Rounded.
Yelp currently uses reds in their branding and I wanted to stick with that. I also wanted to introduce new colors that would bring excitement to the new image but still help identify each of the review categories. In the end I chose a palette centered around a cherry red, applied singularly and in gradients.
In a way, this branding concept is idealistic. It’s based upon my own experiences as a Yelp user and the ways I thought I could enhance them.
*2015 Spring Show Selection, Academy of Art University