BELL REPLACES WALKING FINGERS LOGO WITH SWBYP'S

ST. LOUIS Southwestern Bell Yellow Pages Inc. and the walking-fingers logo are taking separate paths.

For three decades the walking fingers has been one of the most recognized advertising symbols in the world, but in recent years other companies have used the logo.

Mac Gerschwind, president and chief executive officer of Southwestern Bell Yellow Pages, said the St. Louis-based company will replace the venerable symbol on directory covers, customer bills and other materials to avoid confusion.

The new logo Swbyp's, pronounced Swah-bips has already been widely recognized as a part of the company's current advertising campaign.

Swbyp's is an acronym for Southwestern Bell Yellow Pages.

The next edition of the company's El Paso, Texas, directory will be the first to feature the new logo on its cover when it is distributed in April. Customer bills will reflect the change starting in May.

"We'll rely on the Swbyp's logo to create a unique, strong brand identity that distinguishes us from other legitimate publishers as well as those who prey on customer confusion," said Gerschwind. "While the walking-fingers logo served us well over the years, we'll help erase confusion by using our new distinctive logo. It will help people see immediately that they're looking at our directories and bills.

Gerschwind said his company has received an increasing number of calls and letters in recent years from customers throughout its five-state territory who were confused over the identity of companies mailing out Yellow Pages solicitations.

"In some cases businesses have remitted payment to other companies for what they assumed was Southwestern Bell Yellow Pages advertising," he said.

Southwestern Bell Yellow Pages publishes and sells advertising for more than 400 Yellow Page directories distributed in Arkansas, Kansas, Missouri, Oklahoma and Texas.

While some may associate the symbol with Southwestern Bell, the walking-fingers logo can be used by any company because a trademark or servicemark was never obtained for it. It is now used throughout the Yellow Pages industry.

"With our new logo, we want to make it easier for customers to avoid confusion," Geschwind. "In addition, we want to capitalize on the overwhelming response to our Swbyp's advertising. It has been remarkably effective in building awareness of our company and our services."