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.
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.
We began with a clear goal: Embrace the acronym LGH and build a brand that embodies leadership, growth, and upward momentum
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"
The logotype is both bold and approachable, with customized letterforms that reflect LGH’s close-knit, human-centered community.
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."
We introduced a refreshed, vibrant color system that brings life to LGH’s diverse programs and makes the brand more engaging across channels.
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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