• In the past, retail giant Tesco has added alternate phrases to its familiar white, red, and blue shopping bags. But now it has subtracted something pretty significant: its own name.
In place of the name “Tesco,” some new bags will carry other five-letter words—“Treat,” “Party,” “Loved,” and “Share,” for instance—printed in the same brand face and colors. The sleight-of-hand is meant to suggest the store’s benefits to customers, using the language of the brand’s attributes.
• Pentagram’s rebrand for insurance/investment company The Hartford is a modern translation of the company’s iconic stag logo, itself inspired by an 1851 painting.
From Pentagram’s Instagram: “The updated identity is a mirror image of the previous posture and moves the stag to the front of the logotype, where he looks over his herd while facing the future. The symbol is paired with a new wordmark inspired by the typography that appears on US coins.” (This visual isolates the re-rendering of the stag’s head. The full version can be seen at the link below.)
View a full history of the Hartford logo at https://newsroom.thehartford.com/newsroom-home/news-releases/news-releases-details/2025/The-Hartford-Unveils-Refreshed-Brand-With-Modernized-Stag-Logo/default.aspx