Pentagram has introduced a redesigned style for the insurance company The Hartford, with the well-known stag as its central figure. The stag is a historic symbol that first appeared in 1875. The figure is centered and simplified to improve visibility in digital environments and print materials.
The modern stag in the logo retains its grandeur but features sharper, clearer lines. Its pose conveys the strength and calm of an animal guarding the herd, looking attentively forward, and symbolizes the company’s long-term development and stability. The animal is black. In addition to the base logo, we developed monograms and “heritage” marks, with particular emphasis on detail, including the number of points on the stag’s antlers, transformed into a graphic motif. These elements are styled as engravings, highlighting the brand’s connection to its history.
The updated style introduces the Trust Hartford typeface. It is based on the Trust typeface designed by Jeremy Mickel, but adapted to meet the brand’s needs.
The primary color has become a rich burgundy shade. The color is close to the company’s classic burgundy, which has long been associated with it.
The entire new identity is built to emphasize the insurance company’s extensive history. The system works equally well with static materials and digital formats, keeping the image cohesive and clear across all customer-facing brand communication touchpoints.
