The Hartford unveils rebrand with new logo, increased philanthropy and business segment updates

By Mia MacGregor

Feb 6 - (The Insurer) - The Hartford has refreshed its brand with the introduction a new logo, an expansion of its philanthropic initiatives and updates to its holding company name and certain business segment titles.

The updated logo is inspired by The Monarch of the Glen, an 1851 painting by Sir Edwin Landseer that has influenced The Hartford’s branding since 1875. The new design includes updates to its colour palette and typography.

As part of the rebrand, the company announced that it is increasing its annual philanthropic spending by more than 30 percent to help support small businesses, revitalise main streets in historic downtown neighbourhoods and address mental health stigma in the workplace.

Initiatives include expanding its Small Business Accelerator pilot with Main Street America, and strengthening its partnership with Active Minds to provide mental health resources for the next generation of workers.

In conjunction with the brand launch, The Hartford updated its holding company name to The Hartford Insurance Group, Inc.

While its ticker symbol (NYSE: HIG) will remain unchanged, the company’s common stock will begin trading under the new name on 18 February 2025.

Business segments are also being renamed: commercial lines becomes business insurance, personal lines becomes personal insurance, and group benefits is now employee benefits.

“Our modernised brand is a representation of who we are as an insurance leader and how we demonstrate to customers, through our actions, that we prioritise their needs and uphold our commitments,” said The Hartford’s chief marketing and communications officer Claire Burns.