Here's what the new WHSmith logo could (and should) have looked like

In a late contender for the least popular rebrand of 2023, UK newsagent WHSmith revealed a new logo at the end of December, adorning a handful of its stores with simplified 'WHS' branding. The clinical looking wordmark drew immediate comparisons to the NHS logo, and left pretty much everyone baffled.

The brand later explained the move, telling Creative Bloq it was testing the new signage as a "pilot" at a "small number of locations". Even so, it managed to make a huge splash online, with customers and design experts alike weighing in on the new look. One of the best logos of all time, this ain't.

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.