Pro Pelle Cutem. Skin for skin. Kiiiiind of a creepy 350 year-old motto. The Hudson Bay Company dropped it in 2002 and just started using it again in 2013. It seems to be a pun-ish reference to Satan's line in the Book of Job: "Skin for skin; yea, all that a man hath, he will give for his life." There are various interpretations of the motto, but lots of people say that it was a morbid suggestion that the Company was willing to risk the lives of their fur traders (and to kill others!) in order to get their hands on beaver pelts. Much of early Canadian history, of course, was driven by the European appetite for beaver hats. The fashion nearly drove our national animal to extinction.