New logo and in-store branding signals travel retail intent for rebadged Hudson

By Luke Barras-hill |


The refreshed logo displays the four cornerstones of the business as windows that collectively form the letter ‘H’.

Dufry-owned Hudson Group has been renamed Hudson in a move to showcase its credentials as an ‘all-encompassing travel retail partner’ while improving the customer experience [click below for video].

An official announcement was made yesterday (25 November) during the traditional afternoon bell ringing at the New York Stock Exchange.

The corporate rebranding of the North American travel retailer, which boasts 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, says the firm.


In order to achieve this, Hudson worked with New York headquartered Siegel+Gale to devise a refreshed brand strategy and visual identity.

Howard Belk, Co-CEO and Chief Creative Officer, Siegel+Gale said: “The task for our team was to evolve the Hudson brand so that it authentically expressed the company’s storied history and its innovative, future-focused approach to airport experiences.

“We built a new identity that communicates the company’s core strengths and unique culture – and embodies the qualities of a trusted friend.”

A reimagined ‘H’ logo and supporting brand assets have been created to capture Hudson’s legacy and culture while emphasising its vision for growth.

“While Hudson’s original logo reflected the times in which it was created, and has served the company well, it’s time to introduce travellers to Hudson’s new look, feel and identity that reinforces our foundation and showcases where our brand is going,” commented Hope Remoundos, EVP and Chief Marketing Officer at Hudson.

“Our new identity is sophisticated and confident, with a welcoming visual representation of the company’s DNA that perfectly spotlights our people, brands, locations and, most importantly, our customers, and strengthens Hudson’s authentic connection to travellers.”

Hudson, historically known for its iconic Hudson and Hudson News convenience outlets, also operates speciality retail, luxury, technology, F&B and travel essentials concessions in addition to duty free via partner Dufry.

*Video courtesy of Hudson.



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