Hudson’s Bay announces rebranding initiative; newish name and logo

Canada's oldest retailer is paying homage to its heritage, kind of, by replacing one played out logo with more modern fare. The Hudson's Bay Company, known more recently as The Bay, has recently changed the logo on its flagship department store in downtown Toronto as part of a rebranding of the centuries-old company.

Surely it is a coincidence that the big reveal comes as a dominant American rival makes its way into the Canadian market. Target. We are talking about Target.

Tired of being called The Bay, the company has come up with a new, old title, and a modern logo to boot.

Now, just call "North America's longest continually operated company" Hudson's Bay.

“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,” creative director Tony Smith said in a statement.

[ Related: Retailer The Bay returns with a rebranding as Hudson's Bay ]

The new logo features the company’s full name in a sharp, fresh font. It will replace the company’s previous logo featuring an overly-italicized B, which looks more like a bow than a letter, and more like the scrawling of an intoxicated toddler than a bow.

The bow has been part of the Bay's logo since 1965, the company's last major rebranding. Another version of the new logo will feature a coat of arms featuring two dancing elk and four beavers.

Consider it an investment in the company's roots. Except don't say Roots, that's a different company. And it's not really the company's roots. For that we would have to replace the store's brick-and-mortar operations with ones made of sticks and hide.

The Hudson's Bay Company dates back to the 1670s, when someone realized that a mint could be made trading in furs in the New World. It took the company the next 300 years to build itself into the retail empire it is today.

The rebranding comes as America’s Target department store makes it push into Canada. Several stores opened in Ontario this week.

[ More Brew: Target's Canadian launch features 'Mr. Rogers' Neighborhood' ]

University of Toronto marketing professor David Dunne told the Toronto Star that the rebranding makes sense under the circumstances.

"Going back to their heritage, to Hudson’s Bay, makes a lot of sense,” he told the newspaper. “It’s something they can own. ‘The Bay’ has obviously lots of awareness in Canada, but it could be confused with lots of other things, for example, eBay, especially if they’re going to be doing online. There’s nothing all that unique about ‘The Bay.’”

New name, new logo. New competitor. Hudson's Bay's rebranding has apparently just begun.

Images courtesy of The Canadian Press and Hudson's Bay.