Yell, the online branch of the Yellow Pages, is rebranding itself with a new name, hibu.

The name itself has no meaning or connotations, according to chief executive Mike Pocock.

“It’s a word,” Pocock told the Evening Standard. “If you go back 15 to 20 years, Google and Yahoo didn’t mean anything. It’s how you support the brand.”

The new brand was created by WPP agency, Landor, which was appointed in October 2011 to handle Yell’s global marketing strategy and oversee its execution throughout Yell Group’s the Group’s global operations.

Yell's strategy was to transform the brand from its once renowned position of providing print and online advertising for small and medium-sized enterprises (SMEs), to become a leader in the emerging local eMarketplace.

The new identity is also a bid to reach out to under-25 year olds, who were found to be less aware of the online brand. However, the better-established Yellow Pages will remain as a print brand.