Is The Hartford getting a makeover?

The Hartford  filed a trademark application on December 19, 2024, for an image featuring a stag head with 12-point antlers.

The stag has been part of The Hartford’s brand identity since 1867, though the exact date it first appeared as the company’s logo is unclear. Over the years, The Hartford has updated its logo several times, and here’s a look at its current version.

Based on the new trademark, it appears the company may be modernizing its brand with a new font and transitioning to lowercase lettering.