Yelp's current logo and identity seem to me outdated. Although this project was part of an assignment for an advertising class at Parsons, in which we had to create wild postings for yelp, I was inclined to propose a new logo for Yelp to rebrand its whole identity. While sticking to the old logo's asterisk reference and deep red color, I modernized the look of the brand with a sleeker logo and a more vibrant tone of coral red to attract a younger audience and emphasize the different capabilities that Yelp offers. It isn't just about reviewing restaurants. It's much more than that. The modern asterisk, set in the familiar Garamond typeface also brings about the notion that this site is made by and for consumers to add, edit, and interact with. Therefore, the design should be friendly and personable.