| The Hartford
2010 REBRAND 100 Winners > notable
Industry: Financial Services/Insurance
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - In business since 1810, The Hartford Financial Services Group, Inc. is one of the largest insurance and investment companies based in the United States, with offices in the United States, Japan, the United Kingdom, Canada, Brazil and Ireland.
Challenge - Any anniversary is an occasion for a company to celebrate, but The Hartford’s 200-year milestone was a meaningful achievement that deserved special recognition. Senior leadership also understood that the bicentennial was a call to action for them to re-energize the brand for the years ahead.
Strategy - The Stag had been the symbol of the company’s brand as far back as 1861. Without diminishing its established strength and stability, we created a commemorative bicentennial logo that also evokes the more personal attributes our research told us customers were looking for–empathy, expertise and enduring values. Our new drawing shows the Stag standing tall and looking forward against a rich textured background that suggests depth and perspective. The bicentennial message–Trusted 200 Years–speaks to their enduring relationship with customers instead of just time passed.
Result - In tandem with the new logo, we developed a dynamic visual system to give communications a more modern look and feel. Marketing teams were empowered with a more robust set of brand tools, and potential customers had a reason to take a new look at The Hartford.
Credits:
Client: The Hartford - www.thehartford.com
Brand Strategists/Designers: CoreBrand Communications - www.corebrand.com
Creative Director: Andrew Bogucki
Designer: Keith Venkiteswaran
Strategists: Karl Barnhart, Patrick McCabe
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