WHSmith has shortened its name and changed its logo in what has been called "the worst rebrand ever".

Shoppers around the UK have spotted that signs on some of its storefronts now look strikingly different.

The retailer, which has its head offices in Swindon, has kept its traditional colour scheme of white letters on a blue background but taken the 'mith' off its branding, opted for a bolder and blocker font, and squeezed the location of each store (eg, York, Preston) onto a new purple section of the sign.

This facelift has not gone down well on social media platform X, formerly known as Twitter.

Many shoppers seem baffled by the sudden shift in style, which  makes it look similar to the logo of our national health service and jettisons the nickname that many of us use when referring to the high street stalwart.

This rebrand has not been rolled out across all 1,100 stores around the UK.

Swindon's shopfront on Regent Street looks the same as before and WHSmith's website still features the old logo.

Swindon Advertiser: WHSmith on Swindon's Regent Street still has the old logo - but other branches have had a faceliftWHSmith on Swindon's Regent Street still has the old logo - but other branches have had a facelift (Image: Newsquest)

James Sharp said: "The worst rebrand I've ever seen. Just why?"

 

Cal Roscow added: "What is so annoying is that it takes just as long to say 'WHS' out loud as 'WHSmith'.

"And so everyone usually calls it 'Smith's for short. Which is the bit they've taken out of the branding. Terrible decision - before you even get to the fact that it looks too much like NHS!"

 

 

Lewis Middleton seemed lost for words by the sight of the new sign, opting to post just "???", while another user added: "It looks like a bootleg version of itself."

 

Ian Taylor called the new look "soulless and boring". Andrew Bulman described it as "unbelievably bad, like someone typed WHS in Word and called it a day".

WHSmith has not yet publicly acknowledged or commented on the controversial rebrand.

The company has had its headquarters on Greenbridge Road since the 1960s, though the business has previously announced plans to move out of the building and find a more suitable home elsewhere in the town.

The area is gradually being redeveloped, with ambitious plans published by the borough council last month so that the public can provide feedback on the suggested ideas for the site.