WHSmith makes major change as fans compare ‘baffling’ new logo to NHS sign
SHOPPERS have blasted WHSmith after the retailer removed 'Smith' from its logo - causing consumers to confuse the sign with the NHS.
The high street retailer has shortened its signs to simply say 'WHS', dropping the surname of William Henry Smith, who expanded his father's business into the success it is today.
However, the trial rebrand wasn't well received by customers, who said that at first glance the new white logo on a blue background appears to look like the NHS.
Many took to social media to ridicule the logo change, with one shopper calling it "incomprehensible brand damage."
Another commented: "@WHSmith don't change the logo - new one is rubbish."
Another shopper wrote: "The new @WHSmith logo looks like the @NHSuk logo. People will be going into WHS trying to get a repeat prescription and people will be going into the NHS trying to purchase some stamps."
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One X user quipped that the rebrand is "absolutely dogs***."
Another commented: "Unbelievable rebranding. Looks like you don't have faith in it yourself judging by the fact you've kept the old (and much better one) on here [X]! Fire whoever thought that was a good idea."
One comment considered the rebrand unnecessary, saying: "I've never heard shoppers call it WHS why get rid of your brand name after 231 years of trading and I'm always concerned when brands tell you where you are - if you are in Preston you probably already know that."
WHSmith told The Sun that the revamped logo is a trial in a small number of stores.
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A spokesman said: "We are testing new signage at a small number of locations to localise our offer and highlight the key product categories customers can always find at WHSmith."
This isn't the first time WHSmith has tweaked its namesake logo. In the 1970s, the retailer changed from an egg-shaped red and gold sign to a brown and orange cube shape.
WHSmith has 600 stores on the high street, along with more than 800 travel stores located in airports, train stations, hospitals, workplaces, and motorway services.
The rebrand comes less than a month after WHSmith shop in Manchester's Market Street shut its doors for good.
WHSmith has already closed two branches this year, including in Bicester on August 30.
