Retailer The Bay unveils rebranding

The Bay is going back to its roots under a plan to rebrand its operations with a different name and new logo.

The department store retailer says it will now be called Hudson's Bay, a nod to its parent company.

A refreshed logo uses the company's name in a simple type face.

The full version resurrects its corporate coat of arms, which features two a shield and cross, as well as beavers, a fox and two elk.

"We’re very proud to say that Hudson’s Bay is continuing to advance in 2013, not only with our numerous new business ventures, but with our updated look," says Tony Smith, Creative Director, HBC.

"We’ve taken what is a very meaningful two-pronged approach to the redesign: maintaining our heritage while modernizing the new Hudson’s Bay Company. It’s a throwback to our remarkable history and an image for the direction we’re heading in."

A spokeswoman for the company says the rest of the rebranding effort will rollout over time.

The move comes a day after rival Target opened its first Canadian stores in three communities west of Toronto.

The new logo already has been incorporated into the company's loyalty program, which will now be called Hudson's Bay Rewards.