The Hartford

FinanceView case studypentagram.com

A small stag emblem and wordmark anchor the corporate application. The case connects an established identity with charts and iconography.

Identity work by Pentagram. Selected images from the linked case study, reviewed 2026-09-09. Study the published design; consult the brand’s current guidelines for authorized usage.

Case-study images reviewed · 2026-09-09Open full image ↗

Brand architecture

Why this pattern works

Study how corporate recognition carries into practical information design.

Design notes

Logo: A small stag emblem and wordmark anchor the corporate application.
Color: Pink, orange, and deep burgundy extend the palette into data.
Type: Compact interface type supports dense business information.
System: The case connects an established identity with charts and iconography.
In use: Study how corporate recognition carries into practical information design.
Don't: Study the principles and develop an original identity. Do not copy these logos, proprietary typefaces, illustrations, or claims. These are selected images from a published case study; current brand guidelines, asset licenses, and real-world performance have not been verified.

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Prompt text

# My brand
[Describe the brand, its audience, personality, and required applications]

Task: Write a branding brief with positioning, audience, logo direction, typography, color roles, applications, and acceptance criteria.

Tool: Any AI tool. Use its available design capabilities and state any limitations.

# Branding reference: The Hartford
Source: https://www.pentagram.com/work/the-hartford
Design credit: Pentagram
Swipefile reference: https://swipefile.design/ref/brand-the-hartford/
Reviewed: 2026-09-09. Selected designer-published case-study images, not current official brand guidelines or a reusable asset license.

## Objective
Develop an original visual identity for my brief. Study the relationships between logo, type, color, and applications in this reference. Do not reproduce the referenced logo, name, distinctive artwork, or proprietary assets.

## Design observations
- logo: A small stag emblem and wordmark anchor the corporate application.
- color: Pink, orange, and deep burgundy extend the palette into data.
- typography: Compact interface type supports dense business information.
- system: The case connects an established identity with charts and iconography.
- applications: Study how corporate recognition carries into practical information design.
- dont: Study the principles and develop an original identity. Do not copy these logos, proprietary typefaces, illustrations, or claims. These are selected images from a published case study; current brand guidelines, asset licenses, and real-world performance have not been verified.

## Deliverables and checks
- Begin with the audience, positioning, personality, and required applications in my brief. Label assumptions.
- Explain two or three distinct identity directions before selecting one. Connect each decision to the brand's purpose.
- Define an original logo concept, wordmark and symbol relationships, typographic hierarchy, palette roles, and a consistent graphic system.
- Show how the system works on the relevant touchpoints: packaging, stationery, signage, social, or digital products.
- Draft practical guidelines for clear space, minimum size, background contrast, one-color and reversed marks, type usage, and layout. Validate proposed measurements in the actual artwork.
- Use appropriately licensed fonts and original or licensed imagery. Supply editable vector artwork when the tools support it; distinguish a concept from finished production files.
- Check small-size legibility, color accessibility for text, visual consistency, and print versus screen requirements. State what was reviewed and what still needs testing.

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The Hartford

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