Siegel+Gale has developed a new brand strategy, voice and visual identity that express Hudson’s journey from a travel retail pioneer to travel experience leader. A reimagined “H” logo and supporting visual identity seeks to capture Hudson’s culture and legacy while showcasing a commitment to innovation. The company began as a handful of newsstands in LaGuardia Airport and has grown into an “all-encompassing travel retail partner” — now including convenience, specialty, duty-free, and an expanded food and beverage portfolio that includes healthy, fresh items — in a little more than three decades.
“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,” says Howard Belk, co-CEO and Chief Creative Officer, Siegel+Gale. “Our fact-based process allowed us to identify what truly differentiates Hudson and what matters to the company’s clients and users. With this foundation, we built a new identity that communicates the company’s core strengths and unique culture—and embodies the qualities of a trusted friend.”
“While Hudson’s original logo reflected the times in which it was created, and has served the company well, it’s time to introduce travelers to Hudson’s new look, feel and identity that reinforces our foundation and showcases where our brand is going,” said Hope Remoundos, EVP and Chief Marketing Officer. “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 travelers.”