A Fresh Identity for a Legacy of Leadership. 

When an organization like Leadership Greater Hartford (LGH) evolves, its brand should reflect that growth. We partnered with the LGH team to craft a new identity system that’s as forward-looking, energetic, and community-centered as their mission.

Challenge

Over time, LGH’s existing logo and brand elements began to lose clarity and flexibility — especially in digital contexts. Inconsistent spacing, a lack of scalable structure, and diminished name recognition meant it was time for a refresh.

Our Approach

We began with a clear goal: Embrace the acronym LGH and build a brand that embodies leadership, growth, and upward momentum

✦ A New Logo, Rooted in Purpose

The redesigned mark features an upward arrow, emerging from the “G” — a visual metaphor for leadership that lifts others and grows from within. It also accentuates the the core mission of the organization which is for "a greater Hartford"

✦ Customized Lettering

The logotype is both bold and approachable, with customized letterforms that reflect LGH’s close-knit, human-centered community.

✦ A Flexible System

From the core identity to program sub-brands, this system scales seamlessly across web, print, and social — all unified by the rallying message and leans into their acronym (LGH):
“Leaders Grow Here."

✦ A Brighter, Energized Palette

We introduced a refreshed, vibrant color system that brings life to LGH’s diverse programs and makes the brand more engaging across channels.

See It in Action 

Explore the new LGH brand in the wild — including their redesigned website and a glimpse at how this identity empowers every touchpoint.

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