After 48 years of a shortened name, Hudson Bay Co. has decided to follow through with its statement last year that it will change from its current “The Bay” name and logo and bring back its almost 350 year Canadian Heritage; the new logo will sport the companies original coat of arms, show its 1670 founding date and show the full name “Hudson Bay.”

New Hudson Bay Logo, March 2013

As Canada’s oldest company, previously Hudson Bay had not been recognizing the fact that it is one of the most significant parts of Canada’s heritage; being founded in 1670. It’s new logo will bring new and refreshing life to an old company that is trying to become a powerful brand like it once was.

After being sold to an american owner in 2006, Hudson Bay was in jeopardy of losing any remaining heritage that it had left. As a patriotic Canadian, I am extremely happy with the company’s decision to try and revive some of the company’s lost heritage with its logo change; I believe that the logo change will bring back other patriotic Canadian’s who want to support their country’s heritage.

A Hudson Bay Co. Store in Manson Creek, BC.

As Ms. Brown states in this article by the Globe and Mail, the new logo shows that Hudson Bay is trying to use its age-old roots to try and bring more Canadian’s to its store in a time of low consumer spending.

“It’s classic, and classy,” Ms. Brown said of the new branding. “Connecting to the core of the brand seems like a smart move, particularly right now.”

From a marketing perspective I believe that the logo will give the company a new look and the possibility of looking like the ‘higher-end’ retailer that it is trying to become. The previous logo almost seemed childish to me, and did not come across as a fancy, expensive retailer; I believe the new logo does give Hudson Bay this fancy, expensive look and will improve the company’s business position.