Branding “the Bay/la Baie”: Corporate Identity, the Hudson’s Bay Company, and the Burden of History in the 1960s

@article{Opp2015BrandingB,
  title={Branding “the Bay/la Baie”: Corporate Identity, the Hudson’s Bay Company, and the Burden of History in the 1960s},
  author={James W. Opp},
  journal={The Canadian Historical Review},
  year={2015},
  volume={96},
  pages={223 - 256}
}
  • James W. Opp
  • Published 2015
  • History
  • The Canadian Historical Review
  • In 1965, the Hudson’s Bay Company (hbc ) unveiled “the Bay/la Baie” as the primary corporate identifier for its urban retail stores in Canada. At the same time, the company was also preparing to celebrate its 300th anniversary in 1970. Rather than viewing the “modern” Bay in opposition to the historical name, this article argues that competing regional historical sensibilities were central to the redesign of the company’s corporate image. Following the company’s merger with the Montreal-based… CONTINUE READING

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