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Change is inevitable, especially in the dynamic world of business.
Recently, WHSmith, a stalwart in the retail industry, has embarked on a journey of transformation through a rebranding initiative that has sparked quite the debate. Read on as we dissect the changes, shed light on the strategy behind the rebranding, and explain why it might not be as awful as some critics suggest… Well, at least not entirely as awful.
The Necessity of Change:
Change isn't just about aesthetics; it's about adapting to a shifting market landscape. WHSmith's decision to rebrand is rooted in a strategic understanding of the need for evolution. Markets change, consumer preferences shift, and brands must evolve to remain competitive.
A brand's identity needs to stay relevant and resonate with the current consumer landscape. While the original branding might be deeply ingrained in the collective memory, a savvy marketer knows that adapting to contemporary trends is vital for a brand's survival.
Testing the Waters:
One commendable aspect of WHSmith's approach is their commitment to testing the new branding before a full-scale rollout. This cautious strategy allows the company to gauge customer reactions, analyse feedback, and make informed decisions based on real-world data. It's a testament to WHSmith's commitment to ensuring that the rebranding aligns with their customers' expectations and preferences, and mitigating potential pitfalls (as seen in the debate they’ve caused!)
Preserving Brand Recognition:
While some may argue that the iconic blue and white italics logo should remain untouched, it's important to recognize that a brand's visual identity can evolve without sacrificing recognition. Successful rebranding efforts aim to strike a balance between preserving the essence of the brand and modernising its look to stay relevant. This delicate dance is crucial in ensuring that loyal customers can still identify with the brand while attracting new audiences. Nike is a great example of successful rebranding, by focusing on one continual aspect of their logo and brand, they have undergone many changes whilst keeping their recognisability strong.
Notably, many critics highlighted the major opportunity for WH Smith to preserve its identity and rebrand by following the ‘Smith’s’ route. Known to many purely as Smiths, this change would be a natural progression, following consumer trends, and allow for a sleeker more defined logo.
Likely, the change to the WHS logo was an attempted callback to their old cube shaped design, featuring the WHS letters. This mix of modernising their logo with a more minimalist design whilst incorporating features of old branding is quite a clever form of mixing the new with the old, and can be seen in many current brands, such as burger king. Unfortunately, the WHS attempt falls quite flat in comparison, most likely due to the visual similarities to many other logos meaning that their new look gets lost in the crowd.
A Cautionary Note on Similarities:
One noticeable concern is the resemblance of WHSmith's new logo to the NHS logo. It's a classic case of similarity leading to confusion, especially with such similar names, and such missteps can be costly. The decision to revise the logo should be accompanied by a thorough analysis of potential associations to avoid unintended consequences.
The Minimalist Approach:
WHSmith's move towards a sleeker, modern, and minimalist logo aligns with a broader trend seen in successful rebranding efforts by brands like Pepsi, Burger King, Cadbury’s, and more. The shift towards minimalism, whether loved or hated, is grounded in the desire for a timeless and adaptable visual identity. Such logos are versatile, easily recognizable, and often translate well across various mediums.
Tips for Successful Rebranding:
Understand Your Audience: Conduct thorough market research to understand your target audience's preferences, ensuring that the rebrand aligns with their expectations and values.
Consistency is Key: Maintain consistency across all touchpoints, from physical stores to online platforms, to reinforce the new brand identity.
Test and Iterate: WHSmith's approach to testing the new branding is a valuable lesson. Collect feedback, iterate, and refine the design based on real-world responses.
Embrace Minimalism with Purpose: If opting for a minimalist design, ensure it serves a purpose and aligns with the brand's identity. Minimalism can enhance recognition and adaptability but should not compromise uniqueness.
Consider Accessibility: A well-designed logo is accessible to all. Ensure that your logo is legible, scalable, and does not rely solely on colour for recognition, catering to a diverse audience.
Our attempt at rebranding WHSmith:
We had a go ourselves! Using the 3 main aims of the NHS/WHS logo as our guide. We considered these to be:
1. Modernising and minimalising the logo.
2. Create nostaglia to the old orange cubic logo.
3. Keeping as close to the new design as possible whilst creating a look that is nothing like the NHS logo.
Looking for a new logo for your own brand? Talk to us today to see how we can help you achieve your vision. Or perhaps you're after a shiny new website to match your branding, we can help there too! With web design packages designed to be affordable for small businesses, and commercial packages available for the bigger projects.
Change is hard...
... especially when it comes to beloved brands with a rich history like WHSmith. However, a thoughtful and strategic approach to rebranding can breathe new life into a company, ensuring its relevance for years to come. WHSmith's willingness to test the waters, preserve brand recognition, and address concerns demonstrates a commitment to evolving while staying true to its roots. As the new branding takes shape, only time will reveal the true impact.
For now, whilst we can’t get behind their strange move to an NHS style logo, let's appreciate the bold step WHSmith is taking in navigating the ever-changing seas of the retail world.
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