Brand guidelines for

LLOYD’S service
companies
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Brand Guidelines for Lloyd’s Service Companies V1/08/09

Lloyd’s Service companies

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Background and introduction
Definition of a service company

Lloyd’s brand mark and
The Arms of Lloyd’s
1.1 Using the Lloyd’s marks
1.2 Brand mark1.3 The Arms of Lloyd’s
1.4 Measurement and size versions
1.5 Minimun clear space
1.6 Sizing and positioning
Written reference to Lloyd’s
2.1 Describing your relationship with Lloyd’s
2.2 Products underwritten at Lloyd’s
Further information

Brand Guidelines for Lloyd’s Service Companies V1/08/09

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forwardLloyd’s Service companies
BACKGROUND AND introduction

(i)

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Who are these guidelines for?
These guidelines are for Lloyd’s Service Companies
Separate guidelines are available for:•••

Lloyd’s brokers
The Lloyd’s market
Projects and teams sponsored by Lloyd’s•••

You can get copies from www.lloyds.com/brand

Brand Guidelines for Lloyd’s Service Companies V1/08/09

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Lloyd’s agencies around the world
The Corporation of Lloyd’s
Lloyd’s Coverholders

forwardlloyd’s Service Companies
Definition of a service company
(ii)

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What is aservicecompany?

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The definition below was agreed following consultation with the Market in 2008. It wasapproved by Council and incorporated into Lloyd's Byelaws
Service company coverholder” means an approved coverholder that –(a). is associated with a managing agent by reason of –(i). it being a wholly owned subsidiary of the managing agent;(ii). it being a wholly owned subsidiary of the managing agent’s holding company; or(iii). such other matters as the Franchise Board may determine in any particular case or generally; and(b). will be authorised by the managing agent referred to in (a) above (the “associated managing agent”),
to enter into a contract or contracts of insurance in accordance with the terms of a service company
agreement where the expressions “wholly owned subsidiary” and “holding company” shall have themeanings provided in the Companies Act 2006.
“Service company agreement” means a binding authority which authorises a service company
coverholder to enter into a contract or contracts of insurance only to be underwritten by(a). members of a syndicate managed by the associated managing agent (as defined atparagraph (b) of the definition of “service company coverholder”);(b). an insurance company which is a member of the same group as the associatedmanaging agent (as defined at paragraph (b) of the definition of “service company coverholder”);(c). such other person or persons with the prior consent of the Franchise Board.

Brand Guidelines for Lloyd’s Service Companies V1/08/09

Lloyd’s Service Companies
Lloyd’s BRAND MARK and the arms of Lloyd’s
INTRODUCTION
1.0

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The Lloyd’s brand mark is the focal point of our identity. Service companies
may use these marks in limited circumstances.
The Arms of Lloyd’s acts as a visual link with the rich history of Lloyd’s
and provides continuity.
1.1 Using Lloyd’s marks
1.2 The Lloyd’s brand mark1.3 The Arms of Lloyd’s

Brand Guidelines for Lloyd’s Service Companies V1/08/09

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LLOYD’S Service Companies
WRITTEN REFERENCE TO LLOYD’S
using LLOYD’S marks
1.1

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forwardWhen producing any corporate or promotional
information for your business you must makeyour relationship to Lloyd's clear. The following
table describes how to do this.

Service company typeCan we use the Lloyd’s brand mark?

Can we use the Arms of Lloyd's?

Service Company writing 100% for their own Lloyd’s Syndicate&
Service Company writing for more than one Lloyd’s Syndicate

Yes. The Lloyd's brand mark may be used on any of thefollowing:

Yes. However, The Arms of Lloyd's may be only be used on
the following:• Corporate stationery• Your website• Advertising• Material for exhibitions• Publications and brochures

Any 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. If the document
also refers to the intermediary, then the relationship between theintermediary and Lloyd's must be clear on the face of the document.

The Lloyd's brand mark may be used on the following:

Yes. However, The Arms of Lloyd's may be only be used on
the following:

Service Company writing for a Lloyd’s syndicate and a third party
insurance company&
Service Company writing for their own Lloyd’s Syndicate and a groupinsurance company

Specific product advertising and promotional material for a product
100% underwritten at Lloyd's.
The Lloyd's brand mark must NOT be used on any of thefollowing:• Corporate stationery• Your website• Advertising• Material for exhibitions• Publications and brochures

Brand Guidelines for Lloyd’s Service Companies V1/08/09

Any 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. If the document
also refers to the intermediary, then the relationship between theintermediary and Lloyd's must be clear on the face of the document.

LLOYD’s Service Companies
Lloyd’s BRAND MARK and The Arms of Lloyd’s
Brand mark
1.2

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Stand-alone version (black tab)last pageback

forwardStand-alone version (white tab)

The Lloyd’s brand mark comprises two inseparable
components: Lloyd’s logotype and the tab box that
contains it.

!
!

There is a stand alone version for applications such asenvelopes, faxes, electronic templates.
There is a 'bleed' version, the most frequently used
for use where an application is physically trimmed tothe edge of the brand mark. You will need to include a
printer’s bleed’ area above the top edge of the page
(usually between 3mm and 5mm).
‘Black tab’ and ‘white tab’
• the black tab is for use on light backgrounds• the white tab is for use on dark backgrounds

x = heightof tab0.5x

minimum clear space area

Bleed version (black tab)

Bleed version (white tab)

Lloyd’s brand mark – standard size

Lloyd’s brand mark – small-use size

The Lloyd’s brand mark only ever appears in black
and white.
Minimum clear space
The brand mark is always surrounded by a minimum
clear space area which must remain free from otherelements (type and graphics).
Size versions
There are two size versions – ‘standard’ and‘small-use’. The ‘small-use’ version is always usedbelow 25mm width.
Master artworks are available from Lloyd’s Brand
Strategy.

Brand Guidelines for Lloyd’s Service Companies V1/08/09

No maximum
size restriction

25mm
minimum

25mm
maximum

10mm
minimum

LLOYD’S Service Companies
Lloyd’s BRAND MARK and The ARMS of Lloyd’s
The Arms of Lloyd’s
1.3

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The Arms of Lloyd’s should not be randomly applied
across any application. It has a clear role.

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The Arms of Lloyd’s
Primary (negative) version

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The Arms of Lloyd’s
Secondary (positive) version

We want to make sure that we always retain its
prestige, so you must get permission from Lloyd’s
Brand Strategy before using it.
Positive and negative versions
The primary version is the ‘negative’ version shown
here, where it appears in a 60% tint of black andshould be used on a black background.
A secondary version is available should you need toreproduce The Arms of Lloyd’s against a lightbackground.
Measurement and size versions
The measurement is always specified across thefull width (tail to tail), as shown.

The Arms of Lloyd’s – standard size

The Arms of Lloyd’s – small-use size

There are two size versions, ‘standard’ and‘small-use’. All maximum and minimum guidelines
are shown here.

!

Each of these versions has been specially drawn andshould never be interchanged.

15mm
minimum
25mm minimum

No maximum size restriction

Brand Guidelines for Lloyd’s Service Companies V1/08/09

25mm maximum

LLOYD’S Service Companies
BRAND MARKMEASUREMENT AND SIZE VERSIONS
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1.4

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The measurement of the Lloyd’s brand mark is always
specified across its full horizontal width.

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Important reproduction noteOn occasion, the ‘small-use’ version may be the rightchoice for challenging production processes where
you are unable to reproduce the ‘standard’ size
version with the desired legibility (eg, business cards).
Where this is the case, proofing stages will help
to determine the most suitable version for optimum
reproduction of the brand mark.

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Lloyd’s brand mark – Standard size

There are two size versions – ‘standard’ and‘small-use’. The ‘small-use’ version is always usedbelow 25mm width.
Each of the size versions has been specially drawn
and neither is interchangeable with the other.

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25mm
minimum
No maximum size restriction

Lloyd’s brand mark – Small-use size

25mm
maximum

10mm
minimumbackforwardLLOYD’S Service Companies
BRAND MARKMINIMUM CLEAR SPACE
1.5

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The Lloyd’s brand mark is always surrounded by aminimum clear space area which must remain freefrom other elements (type and graphics).

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forwardMinimum clear space area

The minimum clear space area is equal to half of theheight of the ‘tab box’ in the brand mark. The clear
space area is proportional at all sizes of brand mark.
Placing the brand mark on imagery
Use the minimum clear space area as a guide toprotect the brand mark from distracting elements.

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x = heightof tab0.5xThis clear space area is a minimum and should be
increased wherever possible.
Brand mark placed correctly on imagery

Avoid placement near distracting elements

Brand Guidelines for Lloyd’s Service Companies V1/08/09

Lloyd’s Service Companies
BRAND MARKSIZING AND POSITIONING
1.6

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Choosing the correct brand mark size
The size you choose depends on the size andformat of the page.

36mm

If your format is not an ‘A’ size
If your page format is not one of those listed in thetable below, you should work to the nearest size(eg, one-third of A4 – 210mm x 99mm – would use
the same size brand mark as A5).

eg, for A4 Portrait (width of 210mm)
210mm x 12.5% = 26.25mm
26.25 rounded to nearest 0.5mm = 26mm
We have created a table of sizing and positioning
for the principal ‘A’ paper sizes (see right).

!

Do not use the brand marks at any size other thanthose corresponding to the ‘A’ sizes shown.

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Example shownis based on widthof A4 portrait

Where possible, you should keep the sizing andpositioning of the brand mark consistent.

Positioning from the right-hand edge
The distance that the Lloyd’s brand mark is
positioned from the right-hand edge is determinedby a proportional 12.5% ‘width of the application’.
This measurement is rounded to the nearest 0.5mm
as shown in the formula below:backwidth of

26mm
(12.5% width ofpage, to nearest
0.5mm increment)

Distance from right-hand edge

Page size/format

brand markportrait

landscapeA6 – 148mm x 105mm

28mm

13mm

18.5mm

A5 – 210mm x 148mm

30mm

18.5mm

26mm

A4 – 297mm x 210mm

36mm

26mm

37mm

A3 – 420mm x 297mm

51mm

37mm

52.5mm

A2 – 594mm x 420mm

72mm

52.5mm

74mm

A1 – 840mm x 594mm

102mm

74mm

105mm

lloyd’s Service Companies
WRITTEN REFERENCE TO LLOYD’SINTRODUCTION
2.0

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forwardWhen referring to Lloyd’s in written text it is important that you use specificphrases to clarify your relationship or the product’s relationship with Lloyd’s.
In this section we’ll give you specific phrases that you can use when referring
to Lloyd’s within copy.
2.1 Describing your relationship with Lloyd’s
2.2 Products underwritten at Lloyd’s

Please note: These guidelines do not address local insurance regulatory requirements, including
advertising restrictions and prohibitions, which may be imposed in some jurisdictions (including theUS), on market participants, capital providers and others. Certain uses of the Lloyd’s name and/or
Lloyd’s brand marks which might be permissable under these general guidelines might neverthelessconstitute a violation of local law. Market participants, capital providers and others should consult
Lloyd’s international trading advice and/or local counsel or the Lloyd’s General Representative as tosuch requirements. When using the Lloyd’s name or brand marks, the most important consideration ismaking sure that the customer understands exactly who is insuring their risk.

Brand Guidelines for Lloyd’s Service Companies V1/08/09

LLOYD’S Service Companies
WRITTEN REFERENCE TO LLOYD’S
describing your relationship with LLOYD’S
2.1

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forwardWhen producing any corporate or promotional
information for your business you must makeyour relationship to Lloyd's clear. The table here
describes how to do this.

Please note: The Lloyd's name cannot be incorporated into your registered company name or trading title. You should always use the statementthat clarifies your relationship with Lloyd's.

Service company type

Lloyd's relationship statement

Where to use the relationship statement

Service Company writing 100% for their own Lloyd’s Syndicate&
Service Company writing for more than one Lloyd’s Syndicate

When producing any general promotional information about yourbusiness you must provide a clear statement which outlines who you
are and, who you are regulated by:• On general corporate brochures• On the company website (only on a webpage within a site that talks
specifically about a product 100% underwritten at Lloyd's)

Relationship statement:“We [name of service company], are a service company that is part ofthe [ ] group of companies. [We are regulated by [ ] in our capacity as [ ]]. We have authority to enter into contracts of insurance on behalf of
the Lloyd’s underwriting members of Lloyd's syndicate [ ] which ismanaged by [managing agent].”
Service Company writing for a Lloyd’s syndicate and a third party
insurance company&
Service Company writing for their own Lloyd’s Syndicate and a groupinsurance company

When producing any general promotional information about yourbusiness you must provide a clear statement which outlines who you
are, who you are regulated by, your ownership and a clear explanationof what your Lloyd's and non-Lloyd’s business is:
Relationship statement:“We [name of service company], are a service company that is part ofthe [ ] group of companies. [We are regulated by [ ] in our capacity as [ ]]. We have authority to enter into contracts of insurance on behalf of
the Lloyd’s underwriting members of Lloyd's syndicate [ ] which ismanaged by [managing agent]. We also do business on behalf of otherinsurers [within the group]. When we offer insurance products to you(the policyholder) we will make sure we tell you which insurer [in ourgroup] will underwrite the policy.”

Brand Guidelines for Lloyd’s Service Companies V1/08/09• On general corporate brochures• On the company website (only on a webpage within a site that talks
specifically about a product 100% underwritten at Lloyd's)

LLOYD’S Service Companies
WRITTEN REFERENCE TO LLOYD’S
Products underwritten at LLOYD’S
2.2

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forwardWhen producing any product information foryour business you must provide a clear
statement that clarifies who offers the product- the Lloyd's or Non Lloyd's entity. The tablehere describes how to do this.

Please note: Any statements you use to do this must be approved by the lead underwriter and is in addition to, and not a substitute for, therequirements relating to the content of Lloyd’s policies/certificates.

Service company type

Product statement required

Where to use the product statement

Service Company writing 100% for their own Lloyd’s Syndicate&
Service Company writing for more than one Lloyd’s Syndicate

Product 100% underwritten at Lloyd's“Underwritten by certain underwriters at Lloyd‘s“ or“Insurance arranged by ABC brokers and underwritten by DEF/certain
underwriters at Lloyd‘s“ or“Underwritten by certain underwriters at Lloyd‘s as listed...“• On the proposal and claims forms• On the documentation of insurance for new and renewal business• On specific product brochures• On specific product advertisingService Company writing for a Lloyd’s syndicate and a third party
insurance company&
Service Company writing for their own Lloyd’s Syndicate and a groupinsurance company

Product between 50% and 100% underwritten at Lloyd's“Underwritten by certain underwriters at Lloyd‘s and other insurers“• On the proposal and claims forms• On the documentation of insurance for new and renewal business• On specific product brochures• On specific product advertising

For those products that are not 100% underwritten at Lloyd’s, it must be clear that should any other subscribing insurer(s) become insolvent, thoseunderwriters at Lloyd’s on risk are each severally liable only for the portion of the risk to which they subscribed and would not be liable for the
portion of any other insurer.

Product less than 50% underwritten at Lloyd’s.
“Underwritten by certain underwriters at Lloyd‘s, ABC, etc...“(ABC = other insurers who must always be named)
In addition the appropriate following statement must be added:
Product statement - Lloyd’s product:“We [name of service company], are a service company that is part ofthe [ ] group of companies. [We are regulated by [ ] in our capacity as [ ]]. This insurance product will be entered into by us on behalf of the
Lloyd’s underwriting members of Lloyd's syndicate [ ] which is managed
by [managing agent]”
Product statement - Non-Lloyd’s product:“We [name of service company], are a service company that is part ofthe [ ] group of companies. [We are regulated by [ ] in our capacity as [ ]]. This insurance product will be entered into by us on behalf of[insurer].”
Where policies/certificate will represent both Lloyd’s andnon-Lloyd’s security: the lead Lloyd’s underwriter shall ensure that
Lloyd’s guidance regarding “combined certificates” is followed.

Brand Guidelines for Lloyd’s Service Companies V1/08/09

Lloyd’s Service Companies
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NEED HELPOR WANT TOPROVIDE SOMEFEEDBACK?

Brand Guidelines for Lloyd’s Service Companies V1/08/09

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To provide feedback, share information or seek answers to questions you
may have about the implementation of the Lloyd’s brand in your business, please contact:
marketing @lloyds.com
For information and services relating to the administrationof Lloyd’s Service Companies please contact:
Lloyd’s Delegated Authorities department
Telephone +44 (0)20 7327 6275
Fax +44 (0)20 7327 6688

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