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That caught me off-guard as well.

But from Wikipedia/Yellow_Pages:

  The term Yellow Pages is not a registered 
  name within the United States and is freely used by many 

  AT&T ... never applied for a trademark on the logo. While
  they eventually received a trademark on a different 
  version of the logo, the version with the three fingers was 
  not considered by AT&T to be proprietary and they in fact 
  allowed any telephone directory to use it.

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