Branding Guidelines Lloyd's
Tools to help you use our corporate identity Effectively
brand guidelines
These guidelines are 100% practical. If you read them carefully, then apply them consistently, all the materials you produce will reflect and reinforce the distinctive essence of Lloyd’s . . .
Constant originality
Before we get down to business, let’s just briefly remind ourselves why those two words encapsulate what makes Lloyd’s different: Constant - evokes our long history and sense of tradition; our good faith and security; and our worldwide reputation for honouring our word. Originality - refers to our creativity in coming up with innovative solutions for risks; our willingness to do things differently; and the adaptability which has enabled Lloyd’s to survive and prosper for over 300 years. We hope you’ll find everything you need to help you achieve your communication aims in the following pages. But if you do have any queries or concerns, please don’t hesitate to contact Lloyd’s Marketing team.
Contact us: marketing@lloyds.com
What are these guidelines for? The key elements Example collateral
01 The Lloyd’s brand mark 1.0 Overview 1.1 The components
1.2 ‘Bleed’ version 1.3 Primary position 1.4 Standard and small versions
1.5 Minimum clear space 1.6 Sizing and positioning
02 The Arms of Lloyd’s 2.0 Overview 2.1 Role
2.2 Positive and negative versions 2.3 Colour versions 2.4 Standard, small or basic
2.5 Explanatory copy versions 2.6 Sizing and positioning
03 Colour 3.0 Overview 3.1 Black and white
3.2 Colour palette 3.3 Colour specifications 3.4 Colours on black backgrounds
3.5 Colours on white backgrounds 3.6 Coloured backgrounds 3.7 Colours for graphs
04 Typography 4.0 Overview 4.1 Headline typeface: Sansa Lloyds
4.2 Primary typeface: Vectora 4.3 Office use typeface: Arial 4.4 Editorial typeface: Caslon
05 Imagery 5.0 Overview 5.1 Principles
5.2 Portraits 5.3 Groups of people 5.4 Events
5.5 Risk insured 5.6 The Lloyd’s building
brand guidelines
These guidelines are 100% practical. If you read them carefully, then apply them consistently, all the materials you produce will reflect and reinforce the distinctive essence of Lloyd’s . . .
Constant originality
Before we get down to business, let’s just briefly remind ourselves why those two words encapsulate what makes Lloyd’s different: Constant - evokes our long history and sense of tradition; our good faith and security; and our worldwide reputation for honouring our word. Originality - refers to our creativity in coming up with innovative solutions for risks; our willingness to do things differently; and the adaptability which has enabled Lloyd’s to survive and prosper for over 300 years. We hope you’ll find everything you need to help you achieve your communication aims in the following pages. But if you do have any queries or concerns, please don’t hesitate to contact Lloyd’s Marketing team.
Contact us: marketing@lloyds.com
What are these guidelines for? The key elements Example collateral
01 The Lloyd’s brand mark 1.0 Overview 1.1 The components
1.2 ‘Bleed’ version 1.3 Primary position 1.4 Standard and small versions
1.5 Minimum clear space 1.6 Sizing and positioning
02 The Arms of Lloyd’s 2.0 Overview 2.1 Role
2.2 Positive and negative versions 2.3 Colour versions 2.4 Standard, small or basic
2.5 Explanatory copy versions 2.6 Sizing and positioning
03 Colour 3.0 Overview 3.1 Black and white
3.2 Colour palette 3.3 Colour specifications 3.4 Colours on black backgrounds
3.5 Colours on white backgrounds 3.6 Coloured backgrounds 3.7 Colours for graphs
04 Typography 4.0 Overview 4.1 Headline typeface: Sansa Lloyds
4.2 Primary typeface: Vectora 4.3 Office use typeface: Arial 4.4 Editorial typeface: Caslon
05 Imagery 5.0 Overview 5.1 Principles
5.2 Portraits 5.3 Groups of people 5.4 Events
5.5 Risk insured 5.6 The Lloyd’s building