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.

WH Smith has left shoppers baffled after dropping 'Smith' from its signs in a trial rebrand that has been compared to the NHS logo. The High Street retailer has shortened the signs to simply state ...

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 ...