Lloyd’s Agents
Brand Guidelines

02

Introduction

03
04

Defining your relationship with Lloyd’sReferring to the Lloyd’s Agency network

05

Using the Lloyd’s Agency mark

08
09
10
11

Examples
Website – homepage
Stationery, social media and email signatures
Publications, brochures and corporate reports
Advertisements

12

Contact details Main Menu

02

Introduction

Legal Notice

The Committee of Lloyd’s established the Lloyd’s
Agency network in 1811 to protect the interests of
Lloyd’s underwriters. Since then, the mandate has
broadened and the network now serves the global
insurance industry and its customers.

These guidelines do not address
local insurance regulatory
requirements, including
advertising restrictions andprohibitions, 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 permissible
under these general guidelines
might nevertheless constitutea violation of local law. You
should take your own advice
as to the legal and regulatory
requirements that may apply.
In a number of jurisdictions(including the US) there arestrict 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 onreferences to the association of
Lloyd’s with particular products.
It is important that in addition tothese guidelines you ensure all
local laws and regulations are
met in this regard.

The Lloyd’s Agency network provides 24 hour, year
round independent marine surveying and claims
adjusting services to the global insurance industry
and its customers. With over 250 Lloyd’s Agentsand a similar number of Sub-Agents, covering major
ports and commercial centres around the world,the Lloyd’s Agency network forms the world’s mostextensive surveying and adjusting network.
As well as servicing of marine cargo, hull andtransportation insurance, many Lloyd’s Agentsin the network are experts in other classes ofbusiness as well. The objective is to have as Lloyd’s
Agents the highest quality and competitive marine
service providers, for surveying, claims adjusting
and recovery handling, in the regions in which
they operate.
These guidelines will only be made available to theofficially appointed Lloyd’s Agents/Sub Agents via
their respective Noticeboards and on Lloyds.com.

Please contact
LITA@lloyds.com if you would
like further guidance.
Usage of the Lloyd’s Agent/Sub
Agent logo must be approved by
the Global Marine Services andBroker Oversight.

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03

Defining your relationship with Lloyd's
You should use the Lloyd’s Agency mark on
all your corporate material, examples shown below.

General promotional material

Advertisements– Your business cards and corporate
letterheads

You can use it in advertisements, butdo take care using it in areas where
Lloyd’s doesn’t have a trading licence.
You must comply with all local
requirements relating to solicitation
and advertising. Contact Global Marine
Services and Broker Oversight Team
if in doubt.

– Publications, brochures and corporate
reports that reference the Lloyd’s
Agency related services that yourcompany provides– Your website – please make theLloyd’s Agency mark a hyperlink
to www.lloydsagency.com– Use of the Lloyd’s Agency mark on acompany website must be approved
by Global Marine Services and Broker
Oversight Team– Material for events, exhibitions andany other self-promotion activity– Please contact us (lloyds-agencynetwork@lloyds.com) for furtherguidance should you wish to add theLloyd’s Agency logo to the external
fabric of your company premises

Please see the Legal Noticeof use on page 02 of the
document for local insurance
regulatory guidelines.

You may never use the Lloyd’s brandmark on its own (without the inclusionof ‘Agency’).

Electronic stamp
The electronic stamp has been
incorporated into the Forms andSchedules and is available for
Lloyd’s Agents to download via
the Noticeboard.
Please contact Global Marine Servicesand Broker Oversight at lloyds-agencynetwork@lloyds.com if you require
any assistance with incorporating
your company logo to the Forms
and Schedules templates and/or
incorporating the generic digital stamp
to your company Forms and Schedules.
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04

Referring to Lloyd’s Agency and the Lloyd’s Agency network
If you would like to include reference to your Lloyd’s
Agency appointment and/or the Lloyd’s Agency network
within any marketing literature (company websites and/or publications), please see below some examples ofstandardised text available to you to utilise:– The Lloyd’s Agency network provides 24 hour, year
round independent marine surveying and claims
adjusting services to the global insurance industry
and its customers– Whether you require a loading or discharge survey,
a hull damage assessment or expert guidance foryour Project Cargo, the Lloyd’s Agency network is
on-hand to identify and provide a solution– With over 250 Lloyd’s Agents and a similar numberof Sub-Agents, covering major ports and commercial
centres around the world, the Lloyd’s Agency network
forms the world’s most extensive marine surveyingand adjusting network– All Lloyd’s Agents are expected to adhere to service
standards that meet or surpass the ever increasing
demands of the network’s users. Website link:
www.lloyds.com/lloydsagentsservicelevels– The Committee of Lloyd’s first established the Lloyd’s
Agency network in 1811 to protect the interests ofLloyd’s underwriters. Since then, the mandate has
broadened and the network now serves the global
insurance industry and its customers– Highly experienced and independent, Lloyd’s Agentsoffer a vital combination of local knowledge andspecialist expertise– Collectively the Lloyd’s Agency network brings
together a combined strength of over 2,000 in-housesurveyors, undertaking in excess of 170,000 marine
surveys per annum– As well as servicing marine cargo, hull andtransportation insurance, many Lloyd’s Agentsare experts in other classes of business as well– The objective is to have as Lloyd’s Agents the highest
quality and competitive marine service providers, forsurveying, claims adjusting and recovery handling,in the regions in which they operate– Lloyd’s Agents are renowned for their honesty,integrity and good practice and, perhaps mostimportantly, they all have the backing of Lloyd’s,
the world’s leading specialist insurance market– A Lloyd’s Agency appointment is a privilege afforded
only to the most highly qualified marine surveyors
and claims adjusters– In order to ensure that high service standards aremaintained all Lloyd’s Agents undergo a continuous
process of audit and inspection– The specific skills and level of expertise available
within each Agency appointment is catalogued in anonline Lloyd’s Agency directory and its user-friendly
interactive map. Locate a Lloyd’s Agent website link:
www.lloyds.com/lloydsagencydirectory– The Lloyd’s Agency network is the only network thathas a mandatory educational training and examination
program. The training modules focus on the core
activities of the Agents, covering professional
standards and values, technical cargo surveying andpractical claims and recovery handling– Both the Lloyd’s Agents and the clients of thenetwork have access to a team of dedicated andexperienced personnel, based in Global Marine
Services and Broker Oversight Team in London,
who are responsible for administering and managing
the network as well as providing operational andtechnical support– The Technical Performance Team (within Global
Marine Services and Broker Oversight Team) consistsof experienced and technically proficient marine
claims professionals whose brief is to enhance thequality of the network’s services and the support
provided to the network’s users– Introduction to the Lloyd’s Agency network video– website link: www.lloyds.com/market-resources/
lloyds-agency/lloyds-agency-network

N.B.
Principles for use
Approved copy should be set in the samestyle and point size as the main text of yourdocument (as shown on this page).

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05

Using the Lloyd’s Agency markPrimary and Secondary markThere are two Lloyd’s Agency marks (Primaryand Secondary).

Primary mark (black)Primary mark (white)

Secondary mark (black)

Secondary mark (white)

Primary is the preferred use across most applications.
Secondary is used where space is more restricted
on a particular application. It may also be used
where the Primary mark would otherwise clash
with your own brand mark, or identity system.
Both the Primary and Secondary marks are available
in black and white versions.
The Lloyd’s Agency logos should be requested via
the Global Marine Services and Broker OversightTeam. When you request these, please specify thefile formats you require, as there are various formats
available for online and print; lloyds-agency-network@
lloyds.com.

Black logo on light background

White logo on light background

White logo on dark backgroundBlack logo on dark background

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Using the Lloyd’s Agency markThe Lloyd’s Agency mark is always surrounded bya minimum clear space area which must remain freefrom other elements (type and graphics).

Primary mark – Minimum clear space area

XThe minimum clear space area is equal to the heightof the ‘tab box’ in the mark. The clear space area is
proportional at all sizes.
This clear space area is a minimum and should beincreased wherever possible.
The Primary mark always hangs from the top edge ofa page or design, hence only three sides are indicatedas having a clear space area.

X = heightof the box
containing theword ‘Lloyd’s’X

Secondary mark – Minimum clear space area

The Secondary mark is shown with clear space toall sides, based on the extremities of the largest
component of the mark.

XX = heightof the box
containing theword ‘Lloyd’s’Sizing
The Lloyd’s Agency logo may be used as required aslong as the word Lloyd’s is no less than 10mm across.
Positioning
Positioning of the Lloyd’s Agency logo is flexible aslong as it complies with our minimum clear spacing
guidance.

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07

Using the Lloyd’s Agency markThe Lloyd’s Agency mark comprises
two inseparable components: theLloyd’s logotype and the Agencydescriptor.
Neither the Lloyd’s logotype, nor the Agency descriptor isa typeface. Both have been specially drawn and must neverbe recreated or typeset in an alternative font.

Lloyd’s Agency primary mark (black)

Lloyd’s Agency primary mark (white)for use on a dark background

The relative sizes and positions of each of thesecomponents are fixed and must not be altered. Similarly,
no component may be used in isolation or removed fromthe Lloyd’s Agency mark.
LogotypeDescriptor‘Black’ and ‘white’ versions– The black version is used on light backgrounds– The white version is used on dark backgrounds
The master artworks are available from Global Marine
Services and Broker Oversight Team – in various file format
subject to the usage guidelines in this document. Pleasecontact lloyds-agency-network@lloyds.com to obtain them.

Lloyd’s Sub-Agency primary mark (black)

Lloyd’s Sub-Agency primary mark (white)for use on a dark backgroundA separate brand mark has been developed for Sub-Agentsas shown on the right of this page. The same guidelines apply
to this mark as the Lloyd’s Agency mark.
Logotype

Descriptor

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08

ExamplesWebsite – homepage
Search site

HomeThe Lloyd’s Agency mark can be placedon the home page and the Lloyd’s pageof your website.
On your home page the black Primarymark should be used at a width of 75
pixels, observing the minimum clear
space area (see pages 05 - 07).
References to Lloyd’s, along with theLloyd’s Agency mark, should be linked
to lloydsagency.com
Lloyd’s Agency ‘approved copy’ (seepage 04) may be used on the Lloyd’s
page of the website.

Select language

AboutP r odu c ts

N ew sCo ntact

I N D I V I D UA L
AG E N C Y LO GO
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Letterheads
The Lloyd’s Agency logo can be used on your letterheadings. The preferred positioning of the logo should
either be in the top left or right-hand corner, although
it can also be placed in the bottom right-hand corner.
An example is shown below.

Examples09

Stationery, social media and email signatures
The Lloyd’s Agency logo can be used on yourletter headings and business cards but if yourcompany has activities outside of Lloyd’s, please
include the sentence; ‘Not all activities are related toLloyd’s’ for clarity.

Social media posts
The Lloyd’s Agency logo may be used on yourcompany social media posts, which relate to your
Lloyd’s activities only.

Business cards
The Lloyd’s Agency logo may be used on businesscards. The positioning of the logo is ﬂexible, allowing it
to best suit the layout of the card. Some examples areshown below.

Email signatures
The Lloyd’s Agency logo may be used on your email
signatures. The positioning of the logo is flexible,
allowing it to best suit the layout of your company
signature. Some examples are below. If your company
has activities outside of Lloyd’s, please also include
the following sentence; ‘Not all activities are related toLloyd’s’ for clarity.

Example 1
Business card,
one side

Example 2Business card,
two sides

Name
Job Title
Agency company address
Contact details

Not all activities are related to Lloyd’s

Example 5
Email signature
Example 4Social media post
Example 3
Letterheads

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10

ExamplesPublications, brochures and corporate reports

A panel containing the Lloyd’s Agency approved copy(see page 04) and the Lloyd’s Agency mark can beplaced in an appropriate part of your document.
The ‘approved copy’ is set at a size no smaller than
8pt, with an additional 20% line spacing as a minimum
allowance (eg, 10pt type on 12pt line spacing). The
typeface should be according to the style of yourpublication.

The Lloyd’s Agency mark can be used on the front
cover of your publications, brochures and corporate
reports. Example shown below:

The panel should have a minimum size of 33% of thefull page area. It may be black, white or an approvedtint of black (ensuring sufficient legibility in all cases).
If your publication includes a special colour, you may
choose to use this colour on the panel instead ofblack and white.
Example shown below:

Wherever you are in the world, you’re
never far from a Lloyd’s Agent. 24 hours aday, seven days a week, 365 days a year,
they’re on hand to provide expert survey,
claims and recovery handling services
to the marine insurance industry and its
customers.

Corporate report

Panel size

It’s been more than 200 years since thefirst Lloyd’s Agents were appointed. Today
there are almost 300 Agents within thenetwork, who are in-turn supported by asimilar number of Sub-Agents. Located in
175 countries, these experts are available
to provide surveying support in every
major port and commercial centre acrossthe globe.
Highly experienced and independent,
Lloyd’s Agents offer a vital combination of
local knowledge and specialist expertise.
Collectively the network brings together acombined strength of over 2,000 in-housesurveyors, undertaking in excess of
100,000 marine surveys per annum, for
the Lloyd’s market and for insurers andcustomers around the world.
Whilst the servicing of pre and post-loss
marine cargo, hull and transportation
surveys is the bedrock of the network, many
Agents are experts in other business areas
as well. Whether you require a loading ordischarge survey, a loss investigation, arisk or warehouse survey, a hull damage
assessment or expert guidance for yourProject Cargo, the Lloyd’s Agency network
is on-hand to identify and provide a solution.

Panel colour

Lloyd’s Agents are renowned for theirhonesty, integrity and good practice and,perhaps most importantly, they all havethe backing of Lloyd’s, the world’s leading
specialist insurance market. A Lloyd’s
Agency appointment is a privilege afforded
only to the most highly qualified marine
surveyors and claims adjusters.

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11Examples
Advertisements

The Lloyd’s Agency Primary mark may be usedon advertisements. The sizing and positioning
is dependent on the ad size (see page 06).
The mark must always appear in black andwhite with observation of the clear space area(see page 06). An example shown to the rightof this page.

A6 example

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12Contact details
To request the marks, or if you haveany further questions, please contact
lloyds-agency-network@lloyds.com

Lloyd’s
One Lime StreetLondon
EC3M 7HA
lloyds.com

October 2023

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