As part of making the telephone directory well liked and user friendly for customers, new names were given to the telephone directories: the "Town Pages" and the "Hello Pages". The names were chosen from suggestions from the general public. More than 20,000 suggestions were received in response to newspaper advertisements and posters. The suggestions were judged by an impartial "naming panel" made up of intellectuals of the time. Thus, the new nicknames were born. An appeal was also made for a logo at the same time, with the result being "Yellow-kun".

---