The Hartford

The refresh introduces a modern take on The Hartford stag, the symbol that was first introduced in 1875 and is now synonymous with the brand.

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The positioning highlights the attributes of trust, strength and stability, but with a visual language that is streamlined and contemporary.

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The design moves the stag to the front of the mark, where the majestic pose shows him protectively looking over his herd and gazing confidently into the future, signaling the innovation and forward progression of the company.

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Other components of the system are also derived from the brand’s heritage, but in a modern way: The 12 points of the stag’s antlers become a graphic motif highlighted in two additional logos.

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The brand color is a rich claret — an evolution of a hue seen in the previous identity, and a color that has been associated with The Hartford for much of its history.

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