The Hartford is refreshing its iconic stag logo, aiming for a look that blends boldness with a contemporary feel. The company says the updated design honors its long history while showcasing a modern outlook.
The stag, which represents strength, confidence, and resilience, will remain central to the brand. However, the new logo will feature different colors and typography. Notably, the stag will be facing the opposite direction in the new design set to debut in 2025.
The updated color scheme includes black, symbolizing stability; claret, representing the company’s heritage; and fuchsia, which adds a touch of modernity. Alongside the logo change, The Hartford is also enhancing its philanthropy programs and renaming its holding company and business segments. The holding company will now be called The Hartford Insurance Group, Inc., while the ticker symbol on the New York Stock Exchange (NYSE: HIG) will remain unchanged.
The business segments will also see new names: Business Insurance will replace Commercial Lines, Personal Insurance will take over from Personal Lines, and Employee Benefits will now be known as Employee Benefits instead of Group Benefits.
Christopher Swift, The Hartford’s Chairman and CEO, expressed that the new brand reflects the company’s strength and the trust it has built over the years. He emphasized that the modern design points to an innovative future focused on customer needs.
The stag logo has roots dating back to 1975 and was inspired by the famous painting "The Monarch of the Glen" by Sir Edwin Landseer, completed in 1851. This refresh marks a significant step for The Hartford as it continues to adapt to the evolving marketplace while staying true to its core values.