WH Smith has sparked confusion among shoppers by dropping 'Smith' from its signs in a trial rebrand reminiscent of the NHS logo. The High Street retailer has opted for the abbreviation 'WHS,' featuring the three letters in white font against a blue background.
This move, observed in ten stores across the UK, including Preston and York, has left customers perplexed, with some criticizing the new logo on social media platform X (formerly known as Twitter).
The rebrand, aimed at raising awareness of the company's product range, is currently a trial, and there are no immediate plans to extend it to the remaining 1,100 stores nationwide.
Critics on X expressed disbelief and disapproval, with one user suggesting the person behind the idea should be fired. While the spokesperson for WH Smith stated that the rebrand is intended to highlight the range of products, feedback has been mixed, with some noting similarities to the NHS logo.
WH Smith, recognized for its diverse offerings including books, newspapers, magazines, greeting cards, and stationery, has undergone various logo changes over the years.
The current trial follows the company's announcement of opening 120 new shops in response to increased sales after Covid restrictions eased.
The focus of global expansion is shifting toward airports and railway stations, with half of the new store openings planned for North America. WH Smith's profits more than doubled, driven by resurgent travel demands contributing to a sales boom.
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