The Yelp service helps you navigate the large-scale service market by offering numerous reviews and ratings. It belongs to the same name, which was created by two American businessmen: Jeremy Stoppelman and Russell Simmons. They were opposed to the name of their project Yelp because they associated a short word with the sound of a kicking dog. But David Galbraith of MRL Ventures found the name, and Jared Kopf bought the corresponding domain for $ 5,000 and handed it over to the company.
Meaning and History
Michael Ernst designed the current logo. The previous brand name was created by Chad Hurley, one of the creators of YouTube. The old version contained a cartoon image of a footnote in the form of a speech bubble. Michael Ernst was tasked with coming up with a different site identity because the existing one did not fit the concept. He made many sketches and even drew a dog making sounds. But it was all wrong. Something fun, simple, and dynamic was required that could accurately capture the mood of Yelp.
In the end, the designer remembered the star from the Calvin and Hobbes comic. Every time a character made a discovery or came up with something, a small flash would appear over his head. The artist reworked the “star” several times because he got a flower. Therefore, he was forced to choose an abstract style and get rid of the lines’ angularity.
Also, Michael Ernst designed the logo typeface himself. And he did not just develop it but made it so that the inscription perfectly matches the drawing in shape and proportion. He positioned the word “yelp” on the left and the asterisk on the right and positioned both elements on a white background, outlined with a thin grayish line.
2004 – 2021
The designer had about a hundred original ideas that could become an emblem. But he chose only one that matched the concept of a site with reviews and ratings. After all, people visit Yelp to find suitable services, which means that each user discovers himself. And this moment can be marked with a flash – as big and bright as on the service logo.
The abstract form avoided the resemblance to a flower. Therefore, the “star” consists of five triangles facing inward with sharp ends. They have rounded corners and outer sides, and they are distanced from each other at a sufficient distance. It looks like a pop visualization, a flash, although many people see pizza slices in the drawing.
The font was written by designer Michael Ernst, who was hired in 2004 after meeting one of its co-founders. He wanted all letters except “e” to be capitalized. But “y,” “e,” “l,” and “p” turned out to be lowercase. Also, the poster intended to use serifs. However, they are not in the finished version – the inscription is made in Mesmer typeface.
The main color of the corporate palette is a dark shade of red (# af0606). The company name is black, the background is white, and the outlines are gray.
2021 – present
As a result of the redesign, the lettering has disappeared in the form of a thin line, which formed free space around the word “Yelp” and made it stand out against the white background. In the modern interpretation of visual identity, neither the text nor the graphic element has a border. The structure of the icon on the right remains the same – it is a five-petal element with an emphasis on the upper part, which is much larger than the rest. Trapezoidal shapes are elongated and narrowed towards the middle: the edge is wider on the outside than on the inside. In addition, the update also affected the writing style.
Font and Color of the Emblem
The current logo uses a typeface with wider letters, reminiscent of the Proxima Nova Soft Bold font from Mark Simonson Studio. They are almost identical as they only have different characters’ weights (they are much larger now than before). In addition, the logo has received a new shade of red: the badge on the right has become scarlet.