Hereford's WH Smith is being renamed

An iconic British brand name is set to disappear from a prominent Hereford spot.

In line with a national rebranding programme, the WH Smiths branch in the city’s High Town is to become TG Jones.

The 233-year-old chain’s 480 high street branches were sold to private equity firm Modella Capital for £76 million earlier this year.

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The firm has said the new name does “not reference to any individual” and was instead chosen for its “family appeal”.

The Guardian meanwhile reported its new owners saying in March they had “chosen to keep the blue and white brand colours which you will all be familiar with”, for “a sense of reassuring continuity”.

WH Smith High Street Ltd has now submitted a planning application for “advertisement consent” to have new branding approved on the glass above its two High Town entrances, and on the hanging sign to their right.

It is understood that the Post Office and Toys R Us units within the branch will be unaffected, as both feature in the planned new look.

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Henry Walton Smith and his wife Anna founded the company as a London newsagents in 1792.

Its more profitable branches in railway stations, airports, ports, hospitals and motorway service stations will continue under the WH Smith brand.

Modella has already taken over retail chains Hobbycraft and The Original Factory Shop, which it is also currently restructuring.

Comments on the application can be made until July 3.