The iconic stag logo of The Hartford is getting a new look—one that the company describes as bold and contemporary—honoring “the company’s rich history while demonstrating its modern, visionary spirit.”

According to The Hartford, the stag symbolizes strength, confidence and resilience—and remains the centerpiece of The Hartford brand. But the color palette and typography of the logo are getting an update. And Carrier Management notes that the stag is also facing in the opposite direction on the 2025 logo.

New core colors are black for stability, claret for the company’s heritage, and fuchsia for modernity, the company said in a media statement.

Beyond the logo change, as part of the launch of a refreshed brand, the company is expanding philanthropy programs and renaming the holding company and business segments.

The holding company name is now The Hartford Insurance Group, Inc. rather than The Hartford Financial Services Group, Inc. The company’s ticker symbol (NYSE: HIG) will not change.

New segment names are Business Insurance rather than Commercial Lines, Personal Insurance, which replaces Personal Lines and Employee Benefits instead of Group Benefits.

“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,” said The Hartford’s Chairman and CEO Christopher Swift.

In a media statement about the refresh, the company explained that the stag design, which dates back to 1975, was inspired by “The Monarch of the Glen,” a painting completed in 1851 by Sir Edwin Landseer.

The company’s brand will be visible to the public on TV, digital platforms and The Hartford’s refreshed website. Following the initial launch, the company will roll out advertising for specific business lines and continue to update its branding across platforms and materials over the next few years.

The Hartford also announced that it is increasing its annual philanthropy spending by more than 30 percent to help support small businesses, revitalize main streets in historic downtown neighborhoods, and address mental health stigma in the workplace.

The company also intends to expand a Small Business Accelerator pilot with Main Street America (MSA), which creates commercial space and repurposes blighted storefronts helping small businesses with access to affordable commercial real estate. Specifically, The Hartford and MSA will partner to develop multi-use commercial space in 15 communities across the country benefiting 1,500 small businesses over the next three years.

Other philanthropic activities include an expanded partnership with Active Minds, providing mental health resources and support for the next generation of workers, and sponsorship of the Send Silence Packing^® exhibit featuring 100 backpacks with 100 personal stories covering themes of loss, survival and resilience.

The Hartford worked with agency partners Pentagram and Solve to develop the refreshed brand identity and new campaign.

Source: The Hartford