WH Smith: new year – rebrand?

The high street darling, which has been trading in one way or another since 1792, trialled a divisive rebrand in select stores just before Christmas. Two branding and design agency experts weigh in on the pitfalls of this venture and why you should never take your brand for granted

WH Smith decided to showcase a new, shortened version of its logo across 10 of its stores – some of which were in Preston and York – just in time for Christmas and the New Year. While the logo change was only supposed to be a test, the retailer caused some drama on social media among customers, once again highlighting that branding is a fickle creature.

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