WHSmith Brand Guidelines

Creating brand guidelines for an organisation as complex and broad reaching as WHSmith was a challenge! More than simply a set of rigid usage rules for a visual identity that was already in place, this was an opportunity to set out the principles of the brand’s personality, tone of voice and relevance to consumers. From new format types, to use of the brand online, to the style of language to be used, we wanted to create a document that any new employee could read in less than half an hour, and come away with a clear sense of what the WHS brand stood for.