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 made brighter and simpler to improve its visibility in digital environments and print materials.
The modern stag in the logo retains the grandeur of its image but has gained sharper, clearer lines. Its pose conveys the strength and calm of an animal guarding the herd, looking attentively forward, and serves as a symbol of the company’s long-term development and stability. The animal is black. In addition to the base logo, monograms and “heritage” marks have been developed, placing particular emphasis on details, with 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.
