The new WHSmith logo is totally baffling

The new WHSmith logo on a store
(Image credit: @andrew_bulman via X)

There's only a week left of 2023, but it seems we have a late contender for the worst logo of the year. Shoppers in the UK have been expressing confusion and astonishment on social media after spotting a new logo for the high-street chain WHSmith, now apparently just WHS.

UPDATE: WHSmith has since clarified that the new logo design is a trial being tested i signage at a "small number of locations". It said the pilot is intended to "localise our offer and highlight the key product categories customers can always find at WHSmith." The old logo is still being used on WHSmith's website and social media. 

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.