The Bay harks back to roots, looks ahead with name change

The Bay stores are turning back into Hudson's Bay stores as the retailer rolls out a new, streamlined logo designed to mix modern touches with a nod to the Canadian retailer's deep roots. "Connecting to the core of the brand seems like a smart move, particularly right now. There are challenging days ahead for this brand," said Shelley Brown, BBDO Toronto's national planning director.

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