WHSmith changes logo for first time in years – and people are not impressed

24 December 2023 , 12:18

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The store has made an update to its traditinoal branding, causing outrage amongst some shoppers (Image: PA)

Shoppers have been left outraged after some WHSmith stores have quietly changed their logo while others have mocked the new design.

A number of stores across the country have dropped the word “Smith” from their branding, changing the name to just “WHS” instead - to the outrage of some shoppers. The new displays have been called "cheap" and a "monstrosity," Kent Live reports, while some people think the WHSmith stores look more like NHS clinics.

While the shape of the letters is similar to the NHS at first glance, the shade of blue used was also similar - causing one customer to joke: "WHSmith executive: 'People really like the NHS, so let's just make our logo that?'

Others said: "I thought it was a covid vaccination centre" and "WHSmith seem to have accidentally stolen the NHS logo." And a third asked: "Who's rebranding? Smith's or the NHS? Will they text me my results within seven days?"

On X, formerly known as Twitter, a commenter said: "The @WHSmith rebrand is the worst thing I have ever seen. WHS? Everyone calls it Smiths".

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The company was founded back in 1792 by Henry Walton Smith and his wife Anna, who ran it as a news vendor on Little Grovesenor Street, London. It was then taken over by their youngest son William Henry Smith, who had a son called William Henry. The business stayed in the family, which is how it got the name W. H. Smith & Son.

Initially, WHSmith focused on customers' footfall at train stations. But soon, it expanded into books and other retail sectors. Today, it has become a household name and operates more than 1,100 stores across the UK in travel and high street locations. The rebranded stores appar to include stores in York, Canterbury and Preston.

Lucy Williamson