East Hartford adopts new brand to spotlight growth, community pride

After more than two years of research and community input, the Town of East Hartford has unveiled a new, future-focused brand identity designed to reflect its evolving character and growing opportunities for residents, businesses and visitors.

Town officials said the new brand emphasizes vibrancy, revitalization and civic pride, presenting East Hartford as a community positioned for long-term growth. The effort was led by North Star Place Branding + Marketing and guided by extensive public engagement that included interviews, focus groups, townwide presentations and regional perception studies.

According to the town, the research phase involved 30 one-on-one interviews with residents and stakeholders, five focus groups, two public forums, and a community survey that drew 319 responses. Additional studies measured perceptions among visitors and non-visitors in Connecticut, Massachusetts and New York, as well as regional influencers.

The resulting brand narrative highlights East Hartford’s manufacturing heritage — including its longstanding connection to Pratt & Whitney — while signaling a forward-looking vision. Anchored by the tagline “Elevate here,” the new identity aims to position the town as a place where families, entrepreneurs and businesses can grow and succeed.

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Development of the visual identity was guided by a creative committee representing town leadership, residents, small businesses, arts and culture organizations, media and schools. The committee worked alongside North Star to shape branding elements intended to authentically reflect the community.

Mayor Connor S. Martin said the initiative is an important step in strengthening East Hartford’s economic future.

“In an increasingly competitive and mobile world, communities must clearly present what they stand for to residents, prospective residents, visitors and businesses alike,” Martin said. “This is essential to ensuring long-term economic health and vibrancy. This new brand identity establishes the standard to which we hold ourselves accountable.”

While the town is introducing a new visual identity, officials said the East Hartford Town Seal will remain in use for legal, official and ceremonial purposes, preserving the municipality’s historic symbol.

Town leaders emphasized that the rollout will be gradual and fiscally responsible, with early applications focused on digital platforms before expanding to other assets and communications. The branding project is funded through a National Development grant rather than local tax dollars.

More information about the new brand initiative is available at easthartfordct.gov/elevatehere.

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East Hartford adopts new brand to spotlight growth, community pride