Lloyd’s Europe
Brand Guidelines

For coverholders, service companies anddelegated claims administrators acting
on behalf of Lloyd’s Europe
02

Introduction

03

Referring to Lloyd’s Europe

04

Branding on policy documents

04

Co-branding on policy documents

05

Coverholders

06

Service companies

08

Delegated claims administrators

09

Contact details 02Introduction
This brochure has been created to help both coverholders,service companies and Delegated Claims Administrators
use the correct branding and legal terminology whencreating policy documents and marketing materials forproducts written on behalf of Lloyd’s Insurance Company
S.A. (“Lloyd’s Europe”).
These guidelines are designed to help you understand how tobring the Lloyd’s brand to life in your communications for businessactivity on behalf of Lloyd’s Europe. This includes information on how
best to use the Lloyd’s brand on your company website, promotional
brochures, product flyers, email signatures, etc.
It is important to apply these guidelines correctly given theregulatory considerations around insurance activities in the EEA.
Also, the Lloyd’s brand is our most powerful asset. Using it correctly
helps to ensure it remains recognisable, consistent across theworld, and retains its value. Using it incorrectly or inappropriately
can mislead customers and dilute its value. When using theLloyd’s or Lloyd’s Europe names or the Lloyd’s logo, the mostimportant consideration is making sure that the customer
understands exactly which entity is insuring their risk.
Lloyd’s Europe underwriters and service companies use theLloyd’s logo (not the Lloyd’s Underwriters logo or Arms of Lloyd’s).
Coverholders continue to use the Lloyd’s Coverholder logo andDelegatated Claims Administrators continue to use the Lloyd’s
Delegated Claims Administrator logo.

The Lloyd’s logotype –black tab version

The Lloyd’s Coverholder logotype –primary version

The Lloyd’s logos should be requested via Lloyd’s Brand andMarketing team; marketing@lloyds.com. When you request these,
please specify the file format you require as there are various
formats for online and print.

The Lloyd’s Delegated Claims
Administrator logotype –primary version

For full information on how to use the Lloyd’s logos please seethe main underwriter, coverholder and delegated claims
administrator guidelines; www.lloyds.com/brandguidelines
If you would like any further information or advice about
the use of the Lloyd’s brand in respect of Lloyd’s Europe
business, please contact marketing@lloyds.com. We arealways happy to check any marketing material you are
getting designed to ensure it is legally compliant.
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Referring to Lloyd’s Europe
If you would like to include a few sentences about
Lloyd’s Europe beneath your products underwritten
at Lloyd’s Europe, for example on your company
website or promotional flyers/brochures, please use
the below text. Please note this statement should not
be used on (re)insurance policy documents orpre- contractual information documents.
Lloyd’s Insurance Company S.A. is the Society of Lloyd’s Belgian
subsidiary and is authorised to carry insurance and reinsurance
business in the European Economic Area (EEA). Lloyd’s Insurance
Company S.A. is authorised by the National Bank of Belgium.
Lloyd’s is the world’s leading insurance and reinsurance marketplace.
Through the collective intelligence and risk-sharing expertise of themarket’s underwriters and brokers, Lloyd’s helps to create a braver world.
The Lloyd’s market does this by sharpening the insight to anticipate
and understand risk, and the knowledge to develop relevant andinnovative forms of insurance for customers globally.
Lloyd’s offers the efficiencies of shared resources in a marketplace thatcovers risks from more than 200 territories, in any industry, at any scale.
Lloyd’s promises a trusted partnership – helping people, businesses andcommunities to recover in times of need and build resilience for the future.
Lloyd’s is a 330-year old start up, founded by a few brave entrepreneurs
in a coffee shop. Three centuries later, the Lloyd’s market continues thatproud tradition – sharing risk and inspiring courage everywhere.

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Branding on policy documents

Co-branding on policy documents

Proposal forms
The Lloyd’s logo should not be used on proposal
forms because they are not evidence of cover.
The Lloyd’s logo may be used only if it is aregulatory requirement for the logo of theinsurer to be displayed on the document.

The logo of one or more managing agents may
appear at the top of an open market policy jacket
or a coverholder certificate jacket, if that managing
agent is acting on behalf of Lloyd’s Europe underan Outsourcing Agreement.

Pre-contractual information
The Lloyd’s logo should not be used on
pre-contractual information documents
because they are not evidence of cover.
The Lloyd’s logo may be used only if it is aregulatory requirement for the logo of theinsurer to be displayed on the document.

MG AGENT 1
LOGO

MG AGENT 2
LOGO

If this is done, the logo of the managing agent must
appear next to the Lloyd’s logo as illustrated in theexample above. The logo of a managing agent
must not be used on a MRC.

Policy documents
The Lloyd’s logo must be used on:– Open market policy documents– Coverholder and service company certificates
The Lloyd’s logo should not be used on:– Market Reform Contracts (MRC)s

COVERHOLDER
LOGO

Similarly, the logo of a coverholder or service
company may appear at the top of a coverholder
certificate jacket as illustrated in the example above.

Main Menu05Coverholders
You may continue to use Coverholder at Lloyd’s logo.
Please reference coverholder brand guidelines forfull information.
View Lloyd’s Coverholder
brand guidelines:
www.lloyds.com/
brandguidelines

Defining your relationship withLloyd’s Europe
You must refer to Lloyd’s Europe on yourgeneral and product promotional material.
When referring to Lloyd’s Europe, it isimportant that you use specific phrases toclarify your relationship (or your product’srelationship) with Lloyd’s Europe. This is toensure that the customer always understands
which entity is insuring their risk.
Company name and generalpromotional material
You may not incorporate Lloyd’s or Lloyd’s
Europe into your company name ortrading title. You should use both of
the statements so that it clarifies yourorganisation’s relationship with Lloyd’s
Europe as below:– [Your company name], coverholder
at Lloyd’s.
– [Your company name], insurance
underwritten by Lloyd’s Europe.
Promotional material for products
written 100% by Lloyd’s Europe
You can use the Lloyd’s Europe name inyour promotional material, when promoting
a specific insurance product that isunderwritten 100% by Lloyd’s Europe.
You must make clear who the insurer isand use the statement below.
– Underwritten on behalf of Lloyd’s
Insurance Company S.A. (“Lloyd’s Europe”)
a subsidiary of Lloyd’s and is authorisedby the National Bank of Belgium (NBB).

Promotional material for products
co-insured by Lloyd’s Europe andnon-Lloyd’s insurers
You can use the Lloyd’s Europe name inyour promotional material, when promoting a
specific insurance product that is underwritten
by Lloyd’s Europe as lead insurer and coinsured by non-Lloyd’s insurers. You must
make clear who the insurer is and use thestatement below.
– Underwritten on behalf of Lloyd’s Insurance
Company S.A. and by other insurers [nameof non-Lloyd’s insurer(s)]. Lloyd’s Insurance
Company S.A. (“Lloyd’s Europe”) is a
subsidiary of Lloyd’s and is authorised by
the National Bank of Belgium (NBB).
Use of the Lloyd’s Coverholder logo
Coverholders of Lloyd’s Europe are able
to use the Lloyd’s Coverholder logo on
promotional material such as:• Website• Corporate letter head,• Business cards• Corporate brochures• Corporate reports• Corporate publications
Along with the Coverholder at Lloyd’s logo,
you must include this sentence below on yourmarketing material (website, brochure, etc.)
Please ensure it is clearly visible.
Coverholder acting on behalf of Lloyd’s
Europe (Lloyd’s Insurance Company S.A.),a subsidiary of Lloyd’s and authorised by
the National Bank of Belgium.

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Service companies

Defining your relationship with Lloyd’s Europe
When producing any promotional information foryour business you must make your relationship toLloyd’s Europe clear. You may not incorporate
Lloyd’s or Lloyd’s Europe into your company
name or trading title. You should always use thestatement in the table below that clarifies yourrelationship with Lloyd’s Europe.

Type of service
company activity

Lloyd’s Europe relationshipstatement required

Where to use therelationship statement

Type of service
company activity

Lloyd’s Europe relationshipstatement required

Where to use therelationship statement

Service Company writing
only on behalf of Lloyd’sEurope.

When producing any
general promotional
information about yourbusiness you must provide
a clear statement which
outlines who you are andwho you are regulated by.

– On general corporate
brochures, presentations
etc.

Service Company writing
on behalf of Lloyd’s Europe
and a non-Lloyd’s insurer
in its group.

When producing any generalpromotional information
about your business you must
provide a clear statement
which outlines who you are,who you are regulated by,your ownership and a clear
explanation of what yourLloyd’s and non-Lloyd’s
business is.

– On general corporate
brochures, presentations
etc.

Relationship statement:“We [name of service
company], are a service
company that is part ofthe [ ] group of companies.
[We are regulated by [ ] inour capacity as [ ] ]. We
have authority to enter into
contracts of (re)insurance onbehalf of Lloyd’s Europe.”– On the company website(only on a webpage withina site that talks specifically
about a product that is
100% underwritten by
Lloyd’s Europe).

Service Company writing
on behalf of Lloyd’s Europe
and a non-Lloyd’s insurer
outside its group.

– On the company website(only on a webpage withina site that talks specifically
about a product that is
100% underwritten by
Lloyd’s Europe).

Relationship statement:“We [name of servicecompany], are a service
company that is part of the[ ] group of companies.
[We are regulated by [ ] inour capacity as [ ] ]. We
have authority to enter into
contracts of insurance onbehalf of Lloyd’s Europe.
We also do business onbehalf of other insurers [within
the group]. When we oﬀer
insurance products to you (thepolicyholder) we will makesure we tell you which insurer
will underwrite the policy.”

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Any statements you use to do this must be approvedby the lead managing agent and is in addition to,and not a substitute for, the requirements relating to
the content of Lloyd’s Europe policies/certificates.
For those products that are not 100% underwritten
by Lloyd’s Europe, it must be clear that should anyother subscribing insurer(s) become insolvent, Lloyd’s
Europe is liable only for the portion of the risk to which
it subscribed and would not be liable for the portion of
any other insurer.

Service companies

Product promotional material for Lloyd’s Europe
When producing any promotional material for aspecific insurance product that is underwritten byLloyd’s Europe you must provide a clear statementthat clarifies which entity will insure the product.
The table below describes how to do this.

Type of placement

Lloyd’s Europe productstatement required

Where to use theproduct statement

Type of placement

Lloyd’s Europe productstatement required

Where to use theproduct statement

Service company placing
a product underwritten
100% by Lloyd’s Europe“Underwritten by Lloyd’s
Insurance Company S.A.
(“Lloyd’s Europe”). Lloyd’s
Europe is a subsidiary of
Lloyd’s and is authorisedby the National Bank ofBelgium (NBB).

– On general corporate
brochures, presentations
etc.

Service company placing aproduct co-insured by Lloyd’s
Europe and a non-Lloyd’sinsurer in its group.

“Underwritten by Lloyd’s
Europe and [name(s) ofnon-Lloyd’s insurers].
Lloyd’s Insurance CompanyS.A. (“Lloyd’s Europe”) is a
subsidiary of Lloyd’s and isauthorised by the National
Bank of Belgium (NBB).”– On general corporate
brochures, presentationsetc.

or“Insurance arranged by [nameof insurance intermediary]
and underwritten by Lloyd’s
Insurance Company S.A.
(“Lloyd’s Europe”). Lloyd’s
Europe is a subsidiary of
Lloyd’s and is authorised by
the National Bank ofBelgium (NBB).”– On the company website(only on a webpage withina site that talks specifically
about a product that is
100% underwritten by
Lloyd’s Europe).

Service company placing aproduct co-insured by Lloyd’s
Europe and a non-Lloyd’s
insurer outside its group.

In addition, the following
statement must be added:– On the company website(only on a webpage withina site that talks specifically
about a product that is
100% underwritten by
Lloyd’s Europe).

“We [name of service
company], are a service
company that is part of the [ ]group of companies. [We areregulated by [ ] in our capacity
as [ ] ]. This insurance productwill be entered into by us on
behalf of Lloyd’s Europe”.
In respect of co-insurance
policies and co-insurance
certificates, the service
company and relevant
managing agent shall ensurethat Lloyd’s Guidance
regarding “combinedcertificates” is followed.

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Delegated claims administrators
You may use the Lloyd’s DelegatedClaims Administrator logo. Pleaserefer to the Delegated Claims
Administrators brand guidelines
for full information.

Lloyd’s Delegated Claims
Administrator logo.
The logo should be requested
via Lloyd’s Marketing team at
marketing@lloyds.com
View the Delegated Claims
Administrator guidelines;
www.lloyds.com/brandguidelines

Defining your relationship with Lloyd’s Europe
You may refer to Lloyd’s Europe on your general promotional
material. When referring to Lloyd’s Europe, it is importantthat you use specific phrases to clarify your relationship withLloyd’s Europe. This is to help the customer understand
who is responsible for agreeing their claim.
Company name and general promotional material
You may not incorporate Lloyd’s Europe into your company
name or trading title. You should use these statements toclarify your organisation’s relationship with Lloyd’s Europe
as below:– [Your company name], Delegated Claims Administrator
at Lloyd’s.
– [Your company name], providing claims services on behalfof Lloyd’s Europe.
– [Claims services provided on behalf of Lloyd’s Insurance
Company S.A.(“Lloyd’s Europe”). Lloyd’s Europe is a
subsidiary of Lloyd’s and is authorised by the National
Bank of Belgium (NBB).

Referring to Lloyd’s
If you would like to include a few sentences
about Lloyd’s Europe in your promotional
material about the claims services you
provide to Lloyd’s Europe underwriters,
please use the following text:
Lloyd’s Insurance Company S.A. is the Societyof Lloyd’s Belgian subsidiary and is authorised
to carry insurance and reinsurance businessin the European Economic Area (EEA). Lloyd’s
Insurance Company S.A. is authorised by theNational Bank of Belgium.
Lloyd’s Europe brings the scale, expertiseand capacity of the world’s specialist (re)insurance market closer to its customers inEurope through a locally staffed and regulated
insurer. Through the collective intelligenceand risk-sharing expertise of the market’s
underwriters and brokers, Lloyd’s helps tocreate a braver world.

Use of the Lloyd’s Delegated Claims
Administrator logo
You may use the Lloyd’s Delegated Claims
Administrator logo for promotional material
such as:• Website• Corporate letter head,• Business cards• Corporate brochures• Corporate reports• Corporate publications
If you use the Lloyd’s Delegated Claims
Administrator logo on your marketing material,
you must include this sentence. Please
ensure it is clearly visible ‘[company name] isa Delegated Claims Administrator acting onbehalf of Lloyd’s Europe (Lloyd’s InsuranceCompany S.A.), a subsidiary of Lloyd’s andauthorised by the National Bank of Belgium.

The Lloyd’s market does this by sharpening
the insight to anticipate and understandrisk, and the knowledge to develop relevant
and innovative forms of insurance forcustomers globally.
With a claims service that has your interests
at heart, Lloyd’s has built its global reputation
by upholding its promise to pay all valid
claims for more than three centuries. It’s
what sets Lloyd’s apart, and it’s done byproviding unparalleled security, global strength,
exceptional service and world-class expertisefor customers globally.
And it promises a trusted, enduring partnershipbuilt on the confidence that Lloyd’s protects
what matters most: helping people, businesses
and communities to recover in times of need.
Lloyd’s is a 330-year old start up, founded bya few brave entrepreneurs in a coffeeshop.
Three centuries later, the Lloyd’s market
continues that proud tradition – sharing risk
and inspiring courage everywhere.

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Contact details
If you have any further questions,please contact marketing@lloyds.com

Lloyd’s Europe
Bastion Tower,
5 Place du Champ de Mars,
Floor 14, B-1050
Brussels,
Belgium
www.LloydsEurope.com

October 2023

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