“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 The Hartford’s Chairman and CEO Christopher Swift. “The new brand celebrates The Hartford’s strength, built on centuries of trust from the businesses, workers, and people we support every day. The modern design points to our bold future, inspired by innovation and a relentless focus on our customers.”
The company’s stag logo is still the heart of the brand, representing strength, confidence, and resilience. The updated design draws inspiration from “The Monarch of the Glen,” a famous painting by Sir Edwin Landseer from 1851, which has influenced The Hartford’s logo since 1875. This fresh take features the stag watching over his herd, looking ahead with confidence.
“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 The Hartford’s Chief Marketing and Communications Officer Claire Burns. “This is a valuable opportunity to create lasting impressions and deepen relationships with customers, employees and the world at large.”
The company has revamped its color scheme and font choices to establish a lively new identity that really stands out. The main colors now include black for a sense of stability, claret to honor the company’s roots, and fuchsia to represent a modern vibe. Plus, white and warm-gray will be used to enhance the look of company materials, adding clarity and balance.
Starting today, you’ll see the new brand on TV, digital platforms, and The Hartford’s updated website. After this initial launch, the company plans to introduce ads for specific business lines and will keep refreshing its branding across various platforms and materials in the coming years.
The Hartford teamed up with agency partners Pentagram and Solve to create this updated brand identity and new campaign.
Philanthropic Efforts Targeting Small Enterprises and Mental Health Initiatives
The company is enhancing its philanthropic efforts by increasing its annual spending by over 30% as part of its rebranding initiative. This funding will support small businesses, rejuvenate main streets in historic downtown areas, and combat mental health stigma in the workplace. A key component of this initiative is the expansion of the Small Business Accelerator pilot program in collaboration with Main Street America (MSA), which aims to create commercial spaces and revitalize neglected storefronts, thereby providing small businesses with access to affordable real estate and revitalizing local communities. Over the next three years, The Hartford, in partnership with MSA, plans to develop multi-use commercial spaces in 15 communities nationwide, benefiting approximately 1,500 small businesses.
Furthermore, the company is broadening its collaboration with Active Minds to offer mental health resources and support for emerging workers. This initiative includes sponsorship of the Send Silence Packing® exhibit, which features 100 backpacks, each representing personal stories of loss, survival, and resilience. With The Hartford’s backing, Active Minds will present this educational event at 60-80 colleges and communities this year, aiming to reach over half a million youth and young adults across the United States.
In line with the brand launch, The Hartford has also changed its holding company name to The Hartford Insurance Group, Inc., effective immediately. The ticker symbol (NYSE: HIG) will remain unchanged, and the common stock will commence trading under the new name on the New York Stock Exchange on February 18, 2025.
Additionally, several business segments will undergo name changes: Commercial Lines will be rebranded as Business Insurance, Personal Lines will become Personal Insurance, and Group Benefits will be renamed Employee Benefits. The name of Hartford Funds will remain the same.
The Hartford is a leader in property and casualty insurance, group benefits and mutual funds. With more than 200 years of expertise, The Hartford is widely recognized for its service excellence, sustainability practices, trust and integrity. More information on the company and its financial performance is available at https://www.thehartford.com.
The Hartford Insurance Group, Inc., (NYSE: HIG) operates through its subsidiaries under the brand name, The Hartford, and is headquartered in Hartford, Connecticut. For additional details, please read The Hartford’s legal notice.