Hudson's Bay streamlines focus

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 new logo, its first update since 1962.

The new logo incorporates a more stylized crest of its familiar moose and fox design. The company's divisions — 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 use in any of Hudson's Bay's formats, as well as a companywide credit card.

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