Chris Horton seems to be the Marketing Manager or similar but seems to be HS's deputy in many matters.
The demands are not only unreasonable, they're silly.
No trademark is displayed on the website, as the graphic merely depicts the edges of a generic rose so how he thinks you can 'hide' something behind another image on a two dimensional image beggars belief. The registered trademark is of a very specific design and as we've recently seen, use of a similar design was found to have caused potential confusion over trademark protection, but this is an enthusiasts website so no confusion could occur. Additionally, Mr Horton seems confused over the difference between Trademark and Copyright. If the rose was used it would not be a trademark infringement but a breach of copyright. Presumably the lawyers have already laughed at him otherwise it wouldn't have been an email request but a barrage of solicitors letters that were received.
As for changing the name, this site is called Sam Smiths. Not Samuel Smith which is trademarked, in relation to the production and sale of Beer, ale lager and porter. Not websites. The difference serves to emphasise the fact that this is an enthusiasts website that uses a nickname for the company as its own title. There is no infringement of either company registered name or trademark.
The website logo font bears little resemblance to the font used by Samuel Smith which, by the way, is the Old English Text monotype font. It's installed with Microsoft Office for free non-commercial use but the copyright is owned by the Agfa Monotype Corporation and commercial use should be licensed.
Copyright: Typeface ? of The Monotype Corporation plc. Data ? of The Monotype Corporation plc/Type Solutions Inc. 1990-91-92 All rights reserved. Portions ? 1992 Microsoft Corp. All rights reserved.
Trademark: Monotype Old English ? Trademark of The Monotype Corporation plc registered in the US Pat & TM Off. and elsewhere.
There is no confusion here, as fonts are like fingerprints, so I wonder if Samuel Smiths have actually licensed the use of the font themselves? I'm thinking perhaps not.