WH Smith’s ‘WHS’ rebrand criticised for similarity to NHS logo

WH Smith in Preston, one of the stores that display the new branding. Photograph: Lewis Middleton

A trial rebrand by newsagent chain WH Smith has prompted a backlash, with customers comparing the new signage with the NHS logo.

Ten shops in England, including branches in Preston and York, now have a sign that reads “WHS” instead of the retailer’s full name.