The Hartford Unveils Brand Refresh

The iconic stag logo that has represented The Hartford for 150 years is getting an update, with the insurance company unveiling its new, refreshed brand identity Feb. 6.

The updated logo features the stag, but with a new design, color palette, and typography.

Officials said the brand is designed to honor “the company’s rich history while demonstrating its modern, visionary spirit.”

“The new brand celebrates The Hartford’s strength, built on centuries of trust from the businesses, workers, and people we support every day,” said The Hartford chair and CEO Christopher Swift. 

“The modern design points to our bold future, inspired by innovation and a relentless focus on our customers.”

Modern Refresh

The Hartford has used the stag in its logo dating back to 1861, inspired by the 1851 painting “The Monarch of the Glen.”

The logo has been updated multiple times over the company’s history, most recently in 2013. 

The company worked with the agency Pentagram and Solve to develop the brand identity and campaign.

The public will see the updated brand on television and digital platforms as well as The Hartford’s refreshed website. 

The company also plans to roll out new advertising for specific business lines following this initial launch. 

In conjunction with the launch, The Hartford also updated its holding company name to The Hartford Insurance Group, Inc. 

“As we embrace an ambitious growth-and-innovation strategy centered on our customers and their changing needs, our brand must evolve with the business,” said Swift.

Focus on Philanthropy

As part of the brand update, The Hartford also announced that it is increasing its annual philanthropic spending by more than 30%. 

Officials said their goal is to help support small businesses, revitalize main streets in downtown neighborhoods, and address mental health stigma in the workplace. 

The Hartford is expanding a pilot program in partnership with Main Street America to repurpose blighted storefronts and give small businesses access to affordable commercial real estate. 

“Our modernized brand is a representation of who we are as an insurance leader.”

The Hartford’s Claire Burns

Through the partnership, they plan to develop multi-use commercial space in 15 communities across the country benefiting 1,500 small businesses.

The Hartford is also expanding its partnership with Active Minds, which provides mental health resources and support for the young people who represent the next generation of the workforce. 

“Our modernized brand is a representation of who we are as an insurance leader and how we demonstrate to customers, through our actions, that we prioritize their needs and uphold our commitments,” said chief marketing and communications officer Claire Burns.