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WH Smith’s ‘WHS’ rebrand criticised for similarity to NHS logo

New signage seen on 10 stores during trial sparks online backlash from customers

A trial rebrand by newsagent chain WH Smith has prompted a backlash, with customers comparing the new signage to the NHS logo.

Ten shops in England, including branches in in Preston and York, now have a sign that reads “WHS” instead of the retailer’s full name.

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