Hudson's Bay brings brands together

TORONTO — Striving to create a more united company among its four retail formats, Hudson's Bay unveiled its corporate visual identity program recently, including a logo that replaces the one the company had used since 1962.

Part of an initiative started three years ago, the latest element of the company's strategic plan provides guidelines surrounding the use of all company references and identities to link the company's divisions, which in total have more than 500 store locations throughout Canada. The Bay, a full-line department store chain; Zellers, the mass merchant division; Home Outfitters, its kitchen, bed and bad superstore chain; and Hbc.com, its e-commerce site, all will incorporate the new corporate signature.

Last year, the program included the launch of a loyalty program, Hbc Rewards, which customers can receive in any of Hudson's Bay's formats, as well as a companywide credit card.

The new logo incorporates a more stylized crest of the familiar moose and fox design.