Just before Christmas, when everyone in the design community thought it was safe to relax, a branding drama broke out across social media, which has caused chatter throughout the festive period. In ...

New signage seen on 10 stores during trial sparks online backlash from customers A trial rebrand by newsagent chain WH Smith has prompted a backlash, with customers comparing the new signage with the ...

Retailer renames some high street shops ‘WHS’, dropping the surname of its founder Daniel Woolfson is a Senior Business Reporter at The Telegraph, covering consumer and leisure industries. He has ...

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W H Smith High Street shops in York, Preston and some other locations have undergone a rebrand, as the retailer is trialling the logo "WHS" by removing its founder’s surname "Smith" from the label.

WHSmith has suffered a backlash after renaming itself 'WHS', with onlookers claiming the new logo looks too similar to the NHS. The British newsagent chain has changed signage on ten stores, including ...

WHSmith has been accused of "insanity" after it began to trial a new logo. The High Street store has been around for 231 years since it was founded in 1792. Its name is known by millions as it is a ...