WH Smith has dropped "Smith" from its signs in a trial rebrand that has been compared to the NHS logo. The retailer has shortened ten of its store front signs to "WHS", leaving some shoppers bemused.

In August 2013, Winter Haven Hospital — which includes a 468-bed acute-care hospital and a 61-bed obstetrics hospital — affiliated with BayCare Health System, a nonprofit network in West ...

WH Smith has been ridiculed after customers likened the company’s trial rebrand to the NHS logo. The newsagent chain’s sign now reads “WHS” instead of WH Smith in 10 shops in England.

WH Smith has dropped "Smith" from its signs in a trial rebrand that has been compared to the NHS logo. The retailer has shortened ten of its store front signs to "WHS", leaving some shoppers bemused.