WHSmith's New Logo Sparks Confusion and Backlash Among Customers

WHSmith, the UK retail giant with a history dating back to 1792, has sparked controversy with a recent logo change. Select stores in York, Canterbury, and Preston rolled out the new design, which substitutes the traditional 'Smith' for an abbreviated 'WHS,' to the dismay of a vocal customer base. Not only has the logo been labelled as a 'cheap monstrosity,' but its aesthetic similarity to that of the National Health Service (NHS) has left customers scratching their heads in confusion.

New Logo Resembles NHS, Customers Confused

The uncanny resemblance between the new WHSmith logo and the NHS's has led to some unexpected humour, with customers joking about mistaking the retail stores for Covid vaccination centres. The logos' similar shades of blue have only added fuel to the fire. This confusion has been picked up and amplified on social media, particularly on the platform formerly known as Twitter, where users have been quick to voice their disapproval.

Historical Brand Faces Modern Backlash

Founded by Henry Walton Smith and Anna Smith, WHSmith started as a humble news vendor before branching out into books and other retail sectors. Today, it operates over 1,100 stores across the UK. The backlash against the new logo is a testament to the brand's significant heritage. Many customers refer to the retailer as 'Smiths,' expressing a deep-seated attachment to the traditional name and image.

Rebranding: A Risky Business

Rebranding is always a gamble, particularly for well-established companies with a devoted customer base. For WHSmith, their attempt at modernization seems to have backfired, with customers responding with confusion and derision. Whether the retail giant will weather this storm or revert to its old logo remains to be seen. But one thing is certain: the importance of a brand's image in shaping customer perception and loyalty.