Another High Street Rebrand

DAS · Fri 22 Dec, 2023 21.44

WH Smith?

Que?

WillPS · Sat 23 Dec, 2023 13.04

I like how many of the replies are genuinely thinking it's one of these fake shops who moves in after the real-deal pack up.

Just awful really, what are they thinking? They want a logo which is vaguely evocative of both the NHS and the original Doctor Who logo, but doesn't owe anything to their own heritage?

iSon · Sat 23 Dec, 2023 13.56

Imagine going for a rebrand after all these years and not embracing the WHS cube logo. I’ve always thought it would do well for them in the same way it has worked for the Co Op. Let’s face it, they should play on their heritage because it certainly doesn’t compete on price.

Philip · Sat 23 Dec, 2023 14.11

It looks like when you make a document in Word with a custom font that you downloaded but then you've opened it on another computer without that font and it defaults to Arial.

WillPS · Sat 23 Dec, 2023 17.47

iSon wrote: Sat 23 Dec, 2023 13.56 Imagine going for a rebrand after all these years and not embracing the WHS cube logo. I’ve always thought it would do well for them in the same way it has worked for the Co Op. Let’s face it, they should play on their heritage because it certainly doesn’t compete on price.

Agree completely. Open goal entirely missed.

Andrew · Sat 23 Dec, 2023 18.18

If they’ve got money available to spend on their stores, I think it would have been preferable to spend it in literally any other way than changing the sign outside

all new Phil · Sat 23 Dec, 2023 19.59

I did a duplicate sorry duh

all new Phil · Sat 23 Dec, 2023 19.59

DAS wrote: Fri 22 Dec, 2023 21.44 WH Smith?

Que?

What’s fun about this is it’s on a retail park and therefore not one you’d necessarily refer to as “WHS Preston” (which would surely be the city centre one).

Seen another pop up on Twitter so it’s definitely a thing.

I love an in-house rebrand done by people who aren’t creatives.

NiKepp · Sat 23 Dec, 2023 20.43

With more of their big stores closing and Smiths only being interested in the small airport and train station outlets now, maybe the rebrand makes sense. They'll need the shorter name just to fit it on all those much smaller unit signs.

WillPS · Sat 23 Dec, 2023 21.14

NiKepp wrote: Sat 23 Dec, 2023 20.43 With more of their big stores closing and Smiths only being interested in the small airport and train station outlets now, maybe the rebrand makes sense. They'll need the shorter name just to fit it on all those much smaller unit signs.

I don't think this is a real problem they have. The limiting factor is usually height, not width.

To add to the list of problems - I don't understand the logic in a stacked logo with a small WH and a big S if the name is just WHS now?

NiKepp · Sun 24 Dec, 2023 09.12

WillPS wrote: Sat 23 Dec, 2023 21.14 To add to the list of problems - I don't understand the logic in a stacked logo with a small WH and a big S if the name is just WHS now?

Perhaps a separate experiment for a future rebrand of the remaining bigger stores as 'Big S'? Someone really wanted to use the name 'Big W' but found it had already been used by a previous successful retail chain!