lloyd’s UNDERWRITERS
brand guidelines
contents
Introduction
Quick questions
Part One: How may I describe my relationship with Lloyd’s?
Part Two: How may I use the Lloyd’s Underwriters logos?
• Promotional material
• Insurance documentation
Further information
introduction
These guidelines are designed to help you understand how to bring
the Lloyd’s brand to life in your communications.
Why is it important to apply these guidelines?
The Lloyd’s brand is our most powerful asset. Using it correctly helps to ensure
it remains recognisable, consistent across the world, and retains its value.
Using it incorrectly or inappropriately can mislead customers, and dilute
its value. When using the Lloyd’s name or logos, the most important
consideration is making sure that the customer understands
exactly who is insuring their risk.
If you would like any further information or advice about the Lloyd’s brand,
please contact marketing@lloyds.com.
Legal Notice
Please note: These guidelines do not address local insurance regulatory
requirements, including advertising restrictions and prohibitions, which may
be imposed in some jurisdictions (including the US), on market participants,
capital providers and others.
Certain uses of the Lloyd’s name and/or Lloyd’s logos which might be
permissable under these general guidelines might nevertheless constitute
a violation of local law. You should take your own advice as to the legal and
regulatory requirements that may apply. Please contact LITA@lloyds.com if
you would like further guidance.
quick questions
Insurance policies and documentation
The Arms of Lloyd’s
The Arms of Lloyd’s
Lloyd’s Underwriters logos
Block logo
Linear logo
Who are these guidelines for?
Lloyd’s underwriters (managing agents, syndicates and consortia)
How do we write about Lloyd’s and also our relationship with Lloyd’s?
You may refer to Lloyd’s on your general and product promotional material.
Please see Part One for more information on how exactly you may refer to
Lloyd’s.
Which logos can I use?
Promotional material
Lloyd’s Underwriters
logos
Block logo
Linear logo
You can use both The Arms of Lloyd’s and the Lloyd’s Underwriters logos on
official insurance documentation. The Arms of Lloyd’s should not be used
for promotional purposes.
NB: Insurance documentation is defined as documents issued with the
authority of Lloyd’s underwriters as evidence of an insurance contract,
provided these documents identify only Lloyd’s underwriters as the insurers.
Where a document also refers to an intermediary, then the relationship
between the intermediary and Lloyd’s Underwriters must be made clear
on the face of the document.
Lloyd’s underwriters have their own logos to identify their association
with Lloyd’s. They can be used for promotional purposes (eg advertising,
products, your website, stationery) or on insurance documentation,
provided the documents identify Lloyd’s underwriters as the sole insurers.
How should the logos look?
Please see Part Two for examples.
Where can I get the Lloyd’s Underwriters logos from?
Please email marketing@lloyds.com to request the logos or The Arms
of Lloyd’s.
Please do not ever simply copy and paste a Lloyd’s logos or The Arms
of Lloyd’s.
Part One:
How may I
describe my
relationship
with Lloyd’s?
1.1 referring to lloyd’s
You can incorporate the Lloyd’s name into your registered company name
or trading title if you’re a syndicate or a managing agent made up 100% of
Lloyd’s syndicates. This is subject to a trademark licence with Lloyd’s and any
relevant local laws.
You can also use the Lloyd’s name on your promotional material
(eg advertising, products, your website, stationery).
Please see the Legal Notice of use on the front of the document for local insurance regulatory
guidelines.
Trading Title
Managing agents can be called:
• [NAME] managing agent at Lloyd’s
• [NAME] underwriting agent at Lloyd’s
Lloyd’s syndicates can be called:
• [NAME] underwriters (& Others) at Lloyd’s
• [NAME] syndicate at Lloyd’s
• Syndicate [NAME] Lloyd’s Underwriters
Consortia made up 100% by Lloyd’s syndicates can be called:
• [NAME] consortium at Lloyd’s
Product promotional material
Can I use Lloyd’s name in our promotional material?
Yes. When promoting a product underwritten at Lloyd’s, please make it clear
who the insurers are and use the appropriate qualifying statement below:
1.2 about LLOYD’S
If you would like to include a few sentences about Lloyd’s on your
promotional material, please use the following text:
Products 100% underwritten at Lloyd’s
• Underwritten by certain underwriters at Lloyd’s
• Underwritten by certain underwriters at Lloyd’s as listed...
Products less than 100% underwritten at Lloyd’s
• Underwritten by certain underwriters at Lloyd’s and other insurers
• U
nderwritten by certain underwriters at Lloyd’s, [NAMES OF OTHER
INSURERS]
Insurance products less than 100% underwritten at Lloyd’s may use
the Lloyd’s name in a descriptive manner but may not use the Lloyd’s
Underwriters logos to promote the product.
Lloyd’s is the world’s specialist insurance and reinsurance market, bringing
together an outstanding concentration of underwriting expertise and talent.
It is often the first to insure emerging, unusual and complex risks.
Around 80 syndicates underwrite insurance at Lloyd’s, covering all classes
of business. Together they interact with thousands of brokers daily to
create insurance solutions for businesses in over 200 countries and
territories around the world. Lloyd’s insures the majority of FTSE 100 and
Dow Jones industrial average companies.
Lloyd’s enjoys strong financial security supported by excellent ratings.
Visit www.lloyds.com for more information.
Part Two:
how may i
use the lloyd’s
underwriterS
logos ?
2.1 the lloyd’s underwriterS logos
You may use the Lloyd’s Underwriters logos for promotional material:
for instance on your website homepage, publications, and stationery.
It may also be used when promoting products that are 100% underwritten
at Lloyd’s. If you use the logo for product promotion, you must also use the
relevant qualifying statement, (see section 1.1 about referring to Lloyd’s).
Lloyd’s Underwriters logo –
Lloyd’s Underwriters logo –
Block version
Block logo
Linear
Linear logoversion
These are the Lloyd’s Underwriters logos. They must appear exactly as
shown and must not be edited.
The preferred version to use is the block logo. However, where space is
restricted or there is a clash with your own company’s branding, the linear
logo may be used.
The Lloyd’s Underwriters logos should be requested from Lloyd’s Marketing
Team at marketing@lloyds.com.
Note: In a number of jurisdictions (including the US) there are strict rules
that limit the extent to which Lloyd’s and products underwritten by Lloyd’s
underwriters can be promoted. This may include restrictions or references
to Lloyd’s and on references to the association of Lloyd’s with particular
products. It is important that in addition to these guidelines you ensure
all local laws and regulations are met in this regard.
‘Black logo’ and ‘white logo’
There are two versions of the Lloyd’s Underwriters logo:
• the black logo is for use on light backgrounds
• the white logo is for use on dark backgrounds
Black logo on
light background
White logo on
light background
White logo on
dark background
Black logo on
dark background
Minimum clear space
The logo is always surrounded by a minimum clear space area which must
remain
from
other
Block logo – free
Minimum
clear space
area elements (text and graphics).
X = height of box
containing the word
“Lloyd’s”
1X
1X
Sizing
The size of the logo you use depends on the size and format of the page.
If your page format is not one of those listed in the table on this page,
you should work to the nearest available size.
Positioning
The block logo should ideally be positioned at the top right hand corner
of your communications and marketing material.
The block logo may be used as required, as long as the word Lloyd’s
is no less than 17mm across.
For professionally printed documents it should touch the top and be a set
distance from the right hand edge - see table on the right of this page.
Page size/format
Your printer will need to ensure that bleed (extra black area) is added to
the top of the logo so that when the pages are cut to size there is a small
margin for error. A specific ‘bleed version’ is available on request.
NB: Where positioning the Lloyd’s Underwriters logo in the top right
hand corner of your communication clashes with your own branding,
an alternative position can be used.
distance from right-hand edge
width of logo
portrait
landscape
A6 - 148mm x 105mm
26mm
13mm
18.5mm
A5 - 210mm x 148mm
28mm
18.5mm
26mm
1/3-A4 - 210mm x 99mm
28mm
12.5mm
n/a
A4 - 297mm x 210mm
34mm
26mm
37mm
A3 - 420mm x 297mm
42mm
37mm
52.5mm
examples
Linear logo
The linear logo is available in black (for use against light backgrounds)
and white (for use against dark backgrounds).
Linear logo
UNDERWRITERS
LO G O
Postioning
The linear logo should ideally be positioned at the top right hand corner of
your communications and marketing material. However, where there is a
clash with your own branding, an alternative position can be used.
Spacing
The logo is always surrounded by a minimum clear space area which must
remain free from other elements (text and graphics).
Linear logo – Minimum clear space area
1X
X
1X
X = height of box containing
the word “Lloyd’s”
Sizing
The linear logo may be used as required as long as the box containing the
word Lloyd’s is no less than 10mm across.
Letterheads
The Lloyd’s Underwriters logo can be used on your letterheadings.
The placement of the logo should ideally be in the top
right-hand corner. An example is shown above.
Option one
Front
Back
UNDERWRITERS
LO G O
Option two
Single sided
UNDERWRITERS
LO G O
Syndicate 5000 at Lloyd’s
Business cards
The Lloyd’s Underwriters logo can be used on business cards. The
placement of the logo is flexible across business cards. Some examples
are shown above.
Presentations
The Lloyd’s Underwriters logo can be used on presentation slides which
refer to activities within Lloyd’s. It should not appear on pages reporting
activities outside of Lloyd’s.
On syndicate title slides, the syndicate name/number should be included
in conjunction with Lloyd’s.
Home
About Us
Products
Contact Us
UNDERWRITERS
LO G O
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There is a hotlink from this page to lloyds.com
Home
About Us
Products
Contact Us
Product one
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Product two
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Underwritten by certain underwriters at Lloyd’s
Product three
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Homepage (web)
You may use the Lloyd’s Underwriters logo on the homepage of your website.
Product page (web)
You may also add the Lloyd’s Underwriters logo, along with the written
reference to Lloyd’s, to pages which promote products that are 100%
underwritten at Lloyd’s.
If there are several products on one page, the logo and written reference
may only be positioned next to the products which
are 100% underwritten at Lloyd’s.
If you use the logo for product promotion, you must also use the relevant
qualifying statement, (see section 1.1).
2.2 insurance documentation
Lloyd’s Underwriters logo
UNDERWRITERS
LO G O
The Arms of Lloyd’s
The Arms of Lloyd’s
Going the extra mile
Block logo
Linear logo
About Lloyd’s
Lloyd’s is the world’s leading specialist
insurance and reinsurance market.
Lloyd’s reputation is founded on its
300 year history, its flexibility and the
unrivalled expertise of its underwriters.
The market’s unique structure means
that clients encounter a flexible and
responsive approach.
Today 62 businesses operate in Lloyd’s, each
with its own specialties and areas
of expertise. Together they interact with
thousands of brokers daily to create
insurance solutions for businesses around
the world. Lloyd’s insures 94% of FTSE 100
and 93% of Dow Jones Industrial Average
companies. Lloyd’s capital base is diverse and
today 88% of Lloyd’s capital comes from
corporate bodies – primarily the
international insurance industry.
Lloyd’s enjoys strong financial security
and every policy is supported by an A
(Excellent) rating from the rating agency A.M.
Best and A (Strong) rating from Standard &
Poor’s.
About Lloyd’s
Lloyd’s is the world’s leading specialist insurance and
reinsurance market.
Lloyd’s reputation is founded on its 300 year history.
Its flexibility and the unrivalled expertise of its
underwriters. The market’s unique structure means
that clients encounter a flexible and responsive
approach.
Today 62 businesses operate in Lloyd’s, each with its
own specialties and areas of expertise. Together they
interact with thousands of brokers daily to create
insurance solutions for
businesses around the world. Lloyd’s insures 94% of
FTSE 100 and 93% of Dow Jones Industrial Average
companies. Lloyd’s capital base is diverse and today
88% of Lloyd’s capital comes from corporate bodies –
primarily the international insurance industry.
Lloyd’s enjoys strong financial security and every
policy is supported by an A (Excellent) rating from
the rating agency A.M. Best and
A (Strong) rating from Standard & Poor’s.
Publications
The Lloyd’s Underwriters logo can be used on publications and corporate
reports that refer to activities within Lloyd’s. It should not appear on pages
reporting activities outside of Lloyd’s.
If your publication covers your business activities outside, as well
as within, Lloyd’s:
• you may use the Lloyd’s approved copy accompanied by the Lloyd’s
Underwriters logo, in sections of your document that promote your
Lloyd’s activities.
• you may not put the Lloyd’s Underwriters logo on the front or the
back cover.
The Lloyd’s Underwriters logos and The Arms of Lloyd’s may be used on
insurance policy documentation. It may not be edited or changed in any way.
NB: Insurance documentation is defined as documents issued with the
authority of Lloyd’s underwriters as evidence of an insurance contract,
provided these documents identify only Lloyd’s underwriters as the insurers.
Where a document also refers to an intermediary, the relationship between
the intermediary and Lloyd’s underwriters must be made clear on the face
of the document.
The Arms of Lloyd’s are available in black (for use against light backgrounds)
and a lighter version (for use against dark backgrounds).
For details of Lloyd’s requirements when issuing ‘combined certificates’
(ie certificates evidencing a contract of insurance where a proportion
of the security is non-Lloyd’s) particularly in the US, please see Market
Bulletin Y4133, available on www.lloyds.com/bulletins
Please email marketing@lloyds.com to request the Lloyd’s Underwriters
logo or The Arms of Lloyd’s. Please do not simply copy and paste
Lloyd’s logos.
further
inforMAtion
2.1 the lloyd’s underwriter logo
2.1 the lloyd’s underwriter logo
This is the Lloyd’s underwriter logo. It must appear exactly as shown and
must not be edited.
This is the Lloyd’s underwriter logo. It must appear exactly as shown and
must not be edited.
The Lloyd’s underwriter logo should be requested via Lloyd’s Marketing
Team at marketing@lloyds.com.
To request the logos, or if you have any questions, please contact
The Lloyd’s underwriter logo should be requested via Lloyd’s Marketing
Team at marketing@lloyds.com.
‘Black logo’ and ‘white logo’
There are two versions of the Lloyd’s logo:
• the black underwriter logo is for use on light backgrounds
• the white underwriter logo is for use on dark backgrounds
‘Black logo’ and ‘white logo’
There are two versions of the Lloyd’s logo:
• the black underwriter logo is for use on light backgrounds
• the white underwriter logo is for use on dark backgrounds
‘Small-use’ and ‘standard’ size versions
Lloyd’s One Lime Street London EC3M 7HA
Telephone +44 (0)20 7327 1000 Fax +44 (0)20 7626 2389
www.lloyds.com
‘Small-use’
and ‘standard’ size versions
marketing@lloyds.com