Refinement is a good thing

Yelp has just reintroduced a refined logo and set of icons that is intended to sync up with its new strategy of regaining the business and restaurant review market, as well launching services including a diner waitlist that integrates with takeout orders, backend analytics, POS integration and customer profiles. The modifications to the logo are modest, but positive. The new icons clearly serve a purpose in the brand’s new service strategy while also supporting brand consistency. While we have never been big Yelp fans (all those negative comments!), hats off to the brand moving towards a more clearly defined identity.