According to the article, New logo, old name: The Bay returns to its roots, the Hudson Bay Company is to introduce a new logo to the public.

The Bay is a department store which sells shopping products such as apparels, shoes, and handbags. It was first introduced to Canada in 1964. Wendy Evans, the president of Evans and Company Consultants Inc stated that “HBC (Hudson Bay Company) lost some of its history in the first place when they changed the name to The Bay — the logo did not reflect the company and its remarkable history, and this (new logo) reclaims it a bit,” The creative director of HBC, Mr. Tony Smith depicts that “the redesign maintains the company’s heritage and helps to modernize the new Hudson’s Bay Co.” Even though business executives support a change to the new logo, it might not affect what customers think. Branding is extremely important to a company; it is able to determine whether or not a company succeeds. Brands are able to facilitate purchase, establish loyalty, protect the company from competition, reduce marketing costs, and impact market value. Brands are an asset; it differentiates Hudson Bay’s products with other company’s products. It also allows consumers to know where they should purchase the products they want. Consumers will less likely buy products from an unknown brand; thus brand awareness is vital. As consumers are familiar with the logo for almost 50 years, will the change affect brand awareness and brand loyalty? Will consumers be able to recognize the new logo? It will be very interesting to see how the change of the logo will affect Hudson Bay’s businesses.