
WHSmith is a British retail company with a long history that dates back to its founding in 1792. The company started as a small family-run newsagent and bookseller in Little Grosvenor Street, London. Over time, WHSmith expanded its operations and became one of the first retail chains in the world.
The WHSmith logo has undergone significant changes since the company’s founding in 1792. This article explores the history and evolution of the WHSmith logo over the years.
The Genesis of the WHSmith Logo (1975 – 1994)
The logo consisted of an emblem in red and the brand name in black against a white background. The emblem to the left featured the letters “S,” “H,” and “M” arranged in a cubic form highlighting the concept of a “gift.” Further, the emblem showed the letter “S” as dominant, while the “W” and “H” were added as secondary but of equal sizes. The brand name in uppercase used a sans-serif typeface with pointed serifs. The colour scheme of red and black was chosen to convey warmth and modernity, which aligned with the trends of the 1970s.

(1994 – Present)
The logo redesign of 1994 featured the brand name in title case in white pitted against a blue background within a horizontally stretched rectangle. Interestingly, the right and left serifs of “W” and “H” respectively were joined at the top.

In the vertical version of the logo, the letter “S” featured prominently at the centre in white against a vertically oriented rectangle with a purple background. Incidentally, the letters “W” and “H” in white were placed at the top of the logo.

(2023 – 2024)
This logo was used more or less as a trial and featured the letters “WHS” in white capitals against a blue parallelogram background. However, this logo looked similar to the NHS England logo, and the WHSmith stores reverted to the previous logo design. This trial logo was considered to be a failure.

The Elements of the WHSmith Logo
Font
In its early years, WHSmith used a traditional serif typeface for its branding. However, a significant change occurred in the early 20th century when the company adopted a custom typeface designed by Eric Gill. The typeface provided a unique and cohesive identity for WHSmith.
In the 1970s, WHSmith introduced a new logo featuring a bold sans-serif font. This design shift aimed to modernise the brand and make it more appealing to a contemporary audience. The font was characterised by clean lines and simplicity. The cube logo from this era prominently displayed “WHS” in a straightforward yet impactful manner.
Colour
Historically, WHSmith’s logos featured earthy tones such as brown and orange. These colours were chosen to evoke warmth and familiarity. The colour palette aimed to create an inviting atmosphere within stores.
However, the modern iterations of the WHSmith logo have shifted towards brighter and more vibrant colours. The recent logo features a blue background with white lettering for “WHS.” This choice of blue is often associated with trustworthiness and professionalism. Also, it aligns with WHSmith’s positioning as a reliable retailer in various environments like airports and train stations.
The History of WHSmith
WHSmith is a prominent British retailer with a rich history that dates back to its founding in 1792. Established by Henry Walton Smith and his wife Anna as a news vendor in Little Grosvenor Street, London, the company initially focused on selling newspapers. However, after Henry’s death shortly after the establishment of the business, Anna managed the shop until her own passing in 1816. Thereafter, their sons took over the reins of the company.
In 1828, the firm was rebranded as WH Smith when William Henry Smith became a partner. The company capitalised on the growing railway industry by opening its first railway bookstall at Euston Station in 1848. This strategic move allowed WHSmith to become a leading newspaper seller in the UK. It secured contracts with various railway companies to operate bookstalls across their networks.
The success of WHSmith during this period was significantly influenced by the industrial revolution and the expansion of the railway system. By 1853, the firm had established a network of warehouses and expanded its product offerings to include books and advertising rights at railway stations.
Despite its early successes, WHSmith faced challenges in the early 20th century. This is especially after losing its monopoly on railway bookstalls in 1905 due to increased rents from railway companies. In response, the company adapted by opening high street shops near train stations, which allowed it to maintain sales and transition into a more conventional retail chain.
In 1929, following changes in ownership within the Smith family, WHSmith transformed into a private limited liability company. This change marked a shift towards broader public ownership and culminated in its listing on the London Stock Exchange in 1949.
Throughout the latter half of the 20th century, WHSmith diversified its operations significantly. The company ventured into various sectors, including travel retail, music retailing through acquisitions like Our Price Music in 1986, and even DIY hardware with LCP Homecentres in 1979. By the late 20th century, WHSmith had become synonymous with both high street retail and travel-related sales.
In recent years, WHSmith has continued to adapt to changing market conditions by focussing on its core business areas, travel and high street, while also embracing e-commerce and modern retail strategies. Today, it operates stores in various locations, including airports and train stations across multiple countries.
Interesting Facts About WHSmith
- WHSmith was established in 1792 by Henry Walton Smith and his wife Anna as a news vendor in London, which makes it one of the oldest retail companies in the UK.
- The company revolutionised book sales by introducing railway bookstalls. It set up the first stall at Euston Station in 1848. By 1902, WHSmith had expanded to 1,240 stalls across the UK, which catered to travellers with books and magazines.
- WHSmith was instrumental in creating the Standard Book Numbering (SBN) system in 1966, which later evolved into the International Standard Book Number (ISBN), recognised globally.
- Today, WHSmith operates not only on high streets but also in airports, hospitals, and train stations to reach over 240 million travellers annually.
- The company has made significant contributions to literacy initiatives by donating over 400,000 books to disadvantaged children through partnerships with organisations like the National Literacy Trust.
- The Newtown branch of WHSmith features a unique museum that preserves the original 1927 store design and showcases the history of the company through storyboards and memorabilia.
- The business remained under family control for many years, with William Henry Smith (the founder’s son) playing an important role in its expansion and even serving as a Member of Parliament in the late 19th century.
- WHSmith transitioned from a family-run business to a public company listed on the London Stock Exchange in 1949. This marked a significant shift in its corporate structure.
Finally
The WHSmith logo reflects broader trends in branding and consumer preferences over more than two centuries. The logo iterations have played a key role in shaping WHSmith’s identity.