Caption: Someone’s taking the mith after WHSmith changes its name
Twitter/ @lewmidds
Those searching for a doctors surgery may be left browsing school supplies after WHSmith changed their signs which now look like the NHS logo.
In a trial which has so far been mocked online, the high street retailer has shortened their signs to simply say ‘WHS’ in a white font on a blue background.
This means the ‘Smith’ in the logo has been dropped, despite it being the surname of the founder Henry Walton Smith.
It is unknown whether the new signs will be rolled across all 1,100 stores in the UK.
They have only been placed in 10 so far, including in Preston and York.
Neil Saunders wrote on X: ‘Very few have shortened WHSmith to WHS, so the rebrand doesn’t resonate.
‘It also looks ugly and is too similar to the NHS logo. Waste of time and money!’
Will Overton said: ‘Just when I was already nervous about what nonsense the coming year could bring, WHSmith jumps the gun with this abomination of a logo redesign.’
The ‘Smith’ from the logo has been dropped from the signs
Cal Roscow added: ‘What is so annoying is that it takes just as long to say “WHS” out loud as “WHSmith”.
‘And so everyone usually calls it “Smiths” for short, which is the bit they’ve taken out of the branding.
‘Terrible decision, before you even get to the fact it looks too much like the NHS!’
WHSmith has been contacted for comment.
‘Just when I was already nervous about what nonsense the coming year could bring, WHSmith jumps the gun with this abomination.’