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.
lewmiddsThe retailer shortened its signs to say “WHS”, dropping the surname of William Henry Smith, who expanded his father’s business[/caption]
The trial rebrand wasn’t well received by customers, who said that at first glance the new logo appears to look like the NHS
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.”
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 to highlight a range of products the company sells.
A spokesman said: “As well as the store logo there is also signage with the aim to raise awareness to more customers of our wide range of great value products such as books, greeting cards, news and other convenience products available in store too.”
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.
© Alex Stoneman 2021A photo of the previous signage for WHSmith[/caption]
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