Introducing the New Rebrand: What WHSmith can Learn from the ‘Retro Rebrand’
The UK newsagent WHSmith recently unveiled a new logo. While it certainly made an impact, not all feedback was positive – experts and customers alike were baffled. In this article, we take a look at what WHSmith can learn from other brands’ successful ‘retro rebrand’ efforts, and whether a redesign to its vintage logo is in the cards.
The Modernization of Rebrands
The Chief Growth Officer at creative agency JKR, Lee Rolston, expressed his views on the ‘WHS’ branding, saying that “A successful rebrand is built on a foundation of business evolution. By shifting your brand positioning, you have the potential to alter perceptions, reach new audiences, and attract different buyers”. He went on to emphasize the need for clarity when it comes to business objectives, and that a new design should “draw upon the distinctive and ownable symbols and wordmarks” from a brand’s history.
The Increasing Trend of ‘Retro Rebrands’
These words strike a chord with many industries, as we have recently seen a notable number of brands taking a leaf out of their own history books when it comes to design. From Pepsi to Burberry, and Burger King to National Rail, many are reigniting distinct legacy assets to help them navigate “a new course”.
Can WHSmith Follow Suit?
Interestingly, WHSmith is also a fan of its heritage and of the classic logo they used in the 1970s. They have even referred to it as “a symbol of nostalgia for many of us”. This starts the conversation of whether the ‘WHS’ branding should be rethought in favor of a ‘retro rebrand’.
Conclusion
It remains to be seen whether further stores will be adorned with the new logo, but the online response has been clear. People seem to prefer a ‘retro rebrand’ like other well-known successes. WHSmith may be taking a chance with their modern logo but could be wise to head back to the drawing board and explore ways to bring back the old design.
