WH Smith has dropped "Smith" from its signs in a trial rebrand that has been compared to the NHS logo. The retailer has shortened ten of its store front signs to "WHS", leaving some shoppers bemused.

WH Smith has been ridiculed after customers likened the company’s trial rebrand to the NHS logo. The newsagent chain’s sign now reads “WHS” instead of WH Smith in 10 shops in England.

WH Smith has undergone an uptick in its fortunes recently, with profits doubling in the last financial year, amid increased travel and strong sales of electronics and premium food items. The chain was ...

WH Smith has dropped "Smith" from its signs in a trial rebrand that has been compared to the NHS logo. The retailer has shortened ten of its store front signs to "WHS", leaving some shoppers bemused.

WH Smith has been ridiculed after customers likened the company’s trial rebrand to the NHS logo. The newsagent chain’s sign now reads “WHS” instead of WH Smith in 10 shops in England ...

WH Smith has dropped "Smith" from its signs in a trial rebrand that has been compared to the NHS logo. The retailer has shortened ten of its store front signs to "WHS", leaving some shoppers ...

Our mission is to deliver unbiased, fact-based reporting that holds power to account and exposes the truth. Whether $5 or $50, every contribution counts. Support us to deliver journalism without ...