Remaking the Hudson Group

If you do any traveling in the United States, you may have come across the Hudson Group.  They are the owners of the Hudson News family of newsstands where you can browse and buy newspapers and books while you wait for your connections in airports and train stations. About a year ago, I was thinking of approaching them for a brand face-lift, but found that they had recently been acquired, so decided to step back and see what happened.

A year on, their website has received an overhaul, but their old logo is yet in place (see it below, top left).

The Hudson Group has built a lot of equity in the Hudson News brand over the years. Why not carry that over into the corporate identity?