lloyd s UNDERWRITERS brand guidelines

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1 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 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 if you would like further guidance.

2 quick questions Insurance policies and documentation The Arms of Lloyd s Lloyd s Underwriters logos The Arms of Lloyd s 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. Block logo Linear logo 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. 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. 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. How should the logos look? Please see Part Two for examples. Where can I get the Lloyd s Underwriters logos from? Please 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.

3 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

4 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: 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 Underwritten 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. 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: 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 for more information.

5 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 Block version Block logo Lloyd s Underwriters logo Linear version Linear logo 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 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.

6 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 Minimum clear space The logo is always surrounded by a minimum clear space area which must remain free from other elements (text and graphics). Block logo Minimum clear space area Black logo on light background White logo on light background 1X X = height of box containing the word Lloyd s White logo on dark background Black logo on dark background 1X Positioning The block logo should ideally be positioned at the top right hand corner of your communications and marketing material. 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. 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 width of logo distance from right-hand edge portrait landscape 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. A6-148mm x 105mm A5-210mm x 148mm 1/3-A4-210mm x 99mm A4-297mm x 210mm 26mm 28mm 28mm 34mm 13mm 18.5mm 12.5mm 26mm 18.5mm 26mm n/a 37mm 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. A3-420mm x 297mm 42mm 37mm 52.5mm

7 Linear logo The linear logo is available in black (for use against light backgrounds) and white (for use against dark backgrounds). Linear logo examples UNDERWRITERS LOGO 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 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. 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.

8 Option one Front Back UNDERWRITERS LOGO Option two Single sided UNDERWRITERS LOGO 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.

9 Home About Us Products Contact Us Home About Us Products Contact Us UNDERWRITERS LOGO Product one Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus odio metus, cursus eget rutrum in, laoreet et enim. Duis rhoncus varius arcu non hendrerit. In hac habitasse platea dictumst. Proin congue facilisis justo, ac pellentesque quam porta sed. Proin congue facilisis justo, ac pellentesque quam porta sed. Proi quam porta sed. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus odio metus, cursus eget rutrum in, laoreet et enim. Duis rhoncus varius arcu non hendrerit. In hac habitasse platea dictumst. Proin congue facilisis justo, ac pellentesque quam porta sed. Proin congue facilisis justo, ac pellentesque quam porta sed. Proi quam porta s Duis rhoncus varius arcu non hendrerit. In hac habitasse platea dictumst. Proin congue facilisis justo. Sed sit amet aliquet dui. Donec tempor aliquam ornare. Ut dapibus massa ac urna mattis vitae euismod augue vehicula. Pellentesque tincidunt sollicitudin arcu, nec fringilla sem hendrerit at. Product two Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus odio metus, cursus eget rutrum in, laoreet et enim. Sed sit amet aliquet dui. Donec tempor aliquam ornare. Ut dapibus massa ac urna mattis vitae euismod augue vehicula. Pellentesque tincidunt sollicitudin arcu, nec fringilla sem hendrerit at. Fusce facilisis suscipit accumsan. Vivamus massa nibh, suscipit quis sagittis quis, pharetra at arcu. Underwritten by certain underwriters at Lloyd s Fusce facilisis suscipit accumsan. Vivamus massa nibh, suscipit quis sagittis quis, pharetra at arcu. There is a hotlink from this page to lloyds.com Product three Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus odio metus, cursus eget rutrum in, laoreet et enim. 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).

10 2.2 insurance documentation U N D E R W R I T E R S LO G O Going the extra mile Lloyd s Underwriters logo The Arms of Lloyd s The Arms of Lloyd s 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. 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. 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. 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 Please to request the Lloyd s Underwriters logo or The Arms of Lloyd s. Please do not simply copy and paste Lloyd s logos.

11 further 2.1 lloyd s underwriter logo This is the Lloyd s underwriter logo. It must appear exactly as shown and information must not be edited. The Lloyd s underwriter logo should be requested via Lloyd s Marketing Team at To request the logos, or if you have any questions, please contact 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. The Lloyd s underwriter logo should be requested via Lloyd s Marketing Team at 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) Fax +44 (0) Small-use and standard size versions

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