Hudson with New Brand Identity

On November 25, 2019, Hudson unveiled its new brand identity during the traditional afternoon bell ringing at the New York Stock Exchange.

First of all, Hudson Group renamed itself as Hudson in a move to highlight its credentials as an 'all-encompassing travel retail partner' while improving the customer experience.

Second, a reimagined 'H' logo and supporting brand assets were created to capture Hudson's legacy and culture, while emphasizing its vision for growth. The design of the new logo represents the four cornerstones of the business as windows, which, together, form an iconic letter “H”.

Hudson worked with the New York headquartered agency Siegel + Gale to devise a refreshed brand strategy and visual identity, with the goal that the Hudson brand authentically expressed the company's storied history and its innovative, future-focused approach to airport experiences.

As a result, a new identity evolved, that communicates the company's core strengths and unique culture and embodies the qualities of a trusted friend.

The corporate rebranding of Hudson, which operates more than 1,000 shops in airports, commuter hubs and at tourist landmarks and destinations, aligns with its commitment to being the 'Traveler's Best Friend'.

Keeping customers front-of-mind over 30 years by meeting their demands, championing brands and executing experiences and services at travel hubs underpins the new branding.