An insurer is updating its logo and launching an advertising campaign to celebrate the 200th anniversary of its founding.

Hartford Financial Services Group Inc., Hartford, (NYSE:HIG) will celebrate the anniversary May 10, 2010.

To prepare, Hartford has created a bicentennial version of its logo.

The company is using the logo in two new 30-second television spots that deliver the message, “With The Hartford Behind You, Achieve What’s Ahead of You.”

One of the spots is aimed at consumers, and one at small business owners.

The spots are running on national network programs such as “60 Minutes,” the Kennedy Center Honors, and broadcasts of college football and college basketball games. The spots also are running on cable networks such as CNN, CNBC and Discovery Channel.

Hartford also is running trading agency print ads.

The print ads “depict the company’s rich history of delivering on its promises to its customers and giving back to the communities where its employees live and work,” the company says.

Rodgers Townsend, St. Louis, is the advertising agency in charge of the campaign.