The Hartford

Brand Identity
Motion

The Hartford was founded in 1810 in Hartford, Connecticut. For over 200 years, the company has used the stag logo, which has been part of its identity since the beginning of the company. In 2024, The Hartford reached out to Pentagram to update the stag symbol, reflecting their new ambition and positioning. The brand positioning highlights the attributes of trust, strength and stability, but with a visual language that is clear, streamlined and contemporary.

Studio
Pentagram
Creative Direction
Luke Hayman
Strategy
Michael Beirut
Lead Designer
Antonio Nogueira
Design Team
Shigeto Akiyama
Britt Cobb
Brett Hilton
Ben Law
Project Management
Sewon Bae
Photo Editor
Anna Lagrone
Collaborators
Gerard Mallandrich, animator
Jeremy Mickel, type designer
Mathieu Maillefer, stag motion
Denise Nestor, heritage stag illustrator