A classy coat of arms and historical name reshape national retailer’s image
What’s old is new again. Hudson’s Bay Company has introduced a new logo for its national retail chain that draws on the retailer’s heritage but does so with a modern twist.
The Company has dropped “The Bay” and is returning to the classic full name, “Hudson’s Bay,” as part of the first major rebrand in nearly 50 years.
According to a release, the new streamlined word mark will appear across in-store, online, marketing and media materials. It replaces The Bay’s previous logo – a large, stylized ‘B’ designed by Lippincott & Margulies in 1965.
A full-dress coat of arms (below, left) redrawn by Canadian artist Mark Summers will be implemented on packaging and for “select signature use.”
“We’re very proud to say that Hudson’s Bay is continuing to advance in 2013, not only with our numerous new business ventures, but with our updated look,” said Tony Smith, creative director, HBC, in a release.
“We’ve taken what is a very meaningful two-pronged approach to the redesign: maintaining our heritage while modernizing the new Hudson’s Bay Company. It’s a throwback to our remarkable history and an image for the direction we’re heading in.”
The Company last tinkered with its logo in 2009 when it dropped the HBC acronym and updated the original crest with stripes inspired by the iconic Hudson’s Bay blanket and coat.
Hudson’s Bay has made several moves over the last few years to appeal to a younger, more fashion-forward consumer with cool top-end brands.
President and CEO Bonnie Brooks is credited with breathing new life into the once-tired chain, regaining the credibility lost to niche stores and boutiques.
She committed millions to renovating the retailer’s 91 locations, introduced e-commerce and exclusive brands to Canada such as Topman and Topshop.
What do you think of the new logos? Are they reflective of the retailer and changes that have been made to the brand over the last few years? Or do they miss the mark? Share your thoughts in the comment section below.