Introduction

03

Defining your relationship with
Lloyd’s (Underwriters)
04 Defining your relationship with
Lloyd’s (Service companies)
05	Products underwritten at Lloyd’s(Service companies)
06 Referring to Lloyd’s
07

Using the Lloyd’s Underwriters logo

Examples
10 Website – homepage11
Website – product page
12 Presentation slides
13 Stationery, social media and email signatures
14	Publications, brochures and corporate reports
15

Insurance policies and documentation

16

Contact details

Lloyd’s Underwriters, Service Companies and Consortia
Brand Guidelines

02

02

Introduction
These brand guidelines are designed to help you
understand how to bring the Lloyd’s brand to life inyour communications.
It is important to apply these guidelines, as 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.

Legal Notice
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.

Using it incorrectly or inappropriately can mislead
customers, and dilute its value. When using the
Lloyd’s name or logos, the most importantconsideration is making sure that the customer
understands exactly who is insuring their risk.
These guidelines should also be followed by Service
companies, who are able to use the Underwriter at
Lloyd’s logo, (see pages 04 and 05).
If you would like any further information or advice
about the Lloyd’s brand, please contact
marketing@lloyds.com

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.
Please contact
LITA@lloyds.com if you would
like further guidance.

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Defining your relationship with Lloyd’s (Underwriters)
You may refer to Lloyd’s on your general and productpromotional material. When referring to Lloyd’s, it isimportant that you use specific phrases to clarify yourrelationship (or your product’s relationship) with Lloyd’s.
This is to ensure that the customer always understands
who is insuring their risk.
Trading Title

Product promotional material

You can incorporate the Lloyd’s nameinto your registered company nameor trading title if you’re a syndicate ora managing agent made up 100% of
Lloyd’s syndicates as below:

You can use Lloyd’s name in yourpromotional material, when promoting
an insurance product underwritten at
Lloyd’s. Please make it clear who theinsurers are and use the appropriatequalifying statement below:

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

Products 100% underwritten at Lloyd’s– Underwritten by certain underwriters
at Lloyd’s– Underwritten by certain underwriters
at Lloyd’s, [Names of Lloyd’s insurers]

Consortia made up 100% by
Lloyd’s syndicates can be called:– [Name] consortium at Lloyd’s

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, and other insurers [Namesof other insurers]

Subject to such terms, as Lloyd’s may determine
from time to time. The use of Lloyd’s within aconsortium name is subject to approval from
Lloyd’s. Please contact marketing@lloyds.com
before confirming any name of a consortium t
hat uses Lloyd’s within it.

Insurance products less than 100%
underwritten at Lloyd’s may use the
Lloyd’s name in a descriptive manneras set out above, but may not use
the Underwriter at Lloyd’s logo topromote the product.

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

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04

Defining your relationship with Lloyd’s (Service companies)
When producing any corporate or promotional information
for your business you must make your relationship to
Lloyd’s clear. The table below describes how to do this.

Trading Title
The Lloyd’s name cannot be incorporated into your registeredcompany 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 your business you must provide a clear
statement which outlines who you are and, who
you are regulated by:–O n general corporate brochures–O n the company website (only on a webpage withina site that talks specifically about a product 100%
underwritten at Lloyd's)“We [name of service company], are a service company
that is part of the [ ] group of companies. [We areregulated by [ ] in our capacity as [ ] ]. We haveauthority to enter into contracts of insurance onbehalf of the Lloyd’s underwriting members of Lloyd's
syndicate [ ] which is managed 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 group insurance company

When producing any general promotional 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 explanationof what your Lloyd’s and non-Lloyd’s business is:–O n general corporate brochures–O n the company website (only on a webpage
within a site that talks specifically about a product
100% underwritten at Lloyd’s)“We [name of service company], are a service company
that is part of the [ ] group of companies. [We areregulated by [ ] in our capacity as [ ] ]. We haveauthority to enter into contracts of insurance onbehalf of the Lloyd’s underwriting members of Lloyd’s
syndicate [ ] which is managed by [managing agent].
We also do business on behalf of other insurers [within
the group]. When we offer insurance products to you(the policyholder) we will make sure we tell you which
insurer [in our group] will underwrite the policy.”

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05

Products underwritten at Lloyd’s (Service companies)
When producing any product information for your business
you must provide a clear statement that clarifies who offers
the product – the Lloyd’s or non Lloyd’s entity. The tablebelow describes how to do this.

Any statements you use to do
this must be approved by the leadunderwriter and is in addition
to, and not a substitute for, therequirements relating to the content
of Lloyd’s policies/certificates.
For those products that are not100% underwritten at Lloyd’s, it
must be clear that should any othersubscribing insurer(s) become
insolvent, those underwriters 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.

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 andunderwritten by DEF/certain underwriters at Lloyd‘s”.

– 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 athird party insurance company&
Service Company writing for their own Lloyd’s
Syndicate and a group insurance company

Product between 50% and 100% underwritten
at Lloyd’s“Underwritten by certain underwriters at Lloyd‘sand other insurers [Names of other insurers who
must always be named]”.

–O
 n the proposal and claims forms–O n the documentation of insurance
for new and renewal business–O n specific product brochures–O n specific product advertising

Product less than 50% underwritten at Lloyd’s.
“Underwritten by certain underwriters at Lloyd’s,
and other insurers [Names of 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 of the [ ] group of companies. [We areregulated 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 of the [ ] group of companies. [We areregulated 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
and non-Lloyd’s security:
The lead Lloyd’s underwriter shall ensure that Lloyd’s
guidance regarding “combined certificates” is followed.

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06

Referring to Lloyd’s
If you would like to include a few sentences about
Lloyd’s beneath your products underwritten at Lloyd’s,
please use the following text:

Lloyd’s is the world’s leading insurance and reinsurance
marketplace. Through the collective intelligence andrisk-sharing expertise of the market’s underwriters andbrokers, 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 and innovative forms of insurance
for customers globally.
Lloyd’s offers the efficiencies of shared resourcesin a marketplace that covers risks from more than
200 territories, in any industry, at any scale.
Lloyd’s promises a trusted partnership – helping people,
businesses and communities to recover in times of needand build resilience for the future.
Lloyd’s is a 330-year old start up, founded by a few braveentrepreneurs in a coffee shop. Three centuries later, theLloyd’s market continues that proud tradition – sharing risk
and inspiring courage everywhere.

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07

Using the Lloyd’s Underwriters logo
You may use the Lloyd’s Underwriters
logos for promotional material: for
instance on your website homepage,
corporate letterheads, andpublications. It may also be used
when promoting products that are
100% underwritten at Lloyd’s.
If you use the logo for productpromotion, you must also use therelevant qualifying statement, (seethe relevant pages about defining
your relationship with Lloyd’s).

Lloyd’s Underwriters logo – primary version

Lloyd’s Underwriters logo – secondary version

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 primary logo.
However, where space is restricted or there is a clash
with your own company’s branding, the secondary logo
may be used.
You may never use the Lloyd’s logo on its own (without
the inclusion of ‘Underwriters’).
The Lloyd’s Underwriters logos should be requested
via the Lloyd’s Marketing team. When you request
these, please specify the file format you require as
there are various formats available for online and print;
marketing@lloyds.com

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09

Primary logo
‘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

Black logo on light background

White logo on light background

White logo on dark backgroundBlack logo on dark backgroundSizing
The primary logo may be used as required as long as the box
containing the word Lloyd’s is no less than 10mm across.
Positioning
Positioning of the primary logo is flexible as long as it complies
with our minimum clear spacing guidance above.

Minimum clear space
The logo is always surrounded by a minimum clear space area
which must remain free from other elements (type and graphics).

X

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

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Sizing
The size of the logo you use depends on the size and formatof the page. If your page format is not one of those listed in thetable on this page, you should work to the nearest available size.

Secondary logo
‘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

The secondary logo may be used as required, as long as the word
Lloyd’s is no less than 17mm across.
Black logo on light background

White logo on dark background

White logo on light backgroundBlack logo on dark background

Page size/format

width of logo

portrait

landscapeA6 - 148mm x 105mm

26mm

13mm

18.5mm

A5 - 210mm x 148mm

28mm

18.5mm26mm

1/3-A4 - 210mm x 99mm

28mm

12.5mmn/a

A4 - 297mm x 210mm

34mm

26mm

37mm

A3 - 420mm x 297mm

42mm

37mm

52.5mm

Minimum clear space
The Lloyd’s Underwriters logo is always surrounded by aminimum clear space area, which must remain free fromother elements (type and graphics).

distance from right-hand edge

Positioning
The secondary logo should ideally be positioned at the top righthand corner of your communications and marketing material. If thisposition clashes with your own branding, the top left corner or the
primary logo can be used.
For professionally printed documents it should touch the top
and be a set distance from the right hand edge – see table above.

X = heightof the box
containing theword ‘Lloyd’s’XYour 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 tosize there is a small margin for error. A specific ‘bleed version’is available on request via the Lloyd’s Marketing team at
marketing@lloyds.com.

X

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10

ExamplesWebsite – homepage
Search siteHome

You may use the Lloyd’s Underwriters logo
on the homepage of your website. Pleaseuse an appropriate reference to highlightthat not all information on your website
is related to your Lloyd’s activities andensure that relevant Lloyd’s activities areclearly referenced.
To avoid confusion, the Lloyd’s
Underwriters logo should not appear
on content/pages which are related toactivities outside of Lloyd’s. You may only
use the Lloyd’s Underwriters logo next to
any Lloyd’s related activities or products
100% underwritten at Lloyd’s, with theappropriate qualifying statement (pages
03 - 05). Please see the product page (10)for how to use the Lloyd’s Underwriters
logo appropriately when promoting
products.

Select language

About

P r odu c ts

N ew sCo ntact

UNDERWRIT E R S
LO G O
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aliquip ex ea commodo consequat. Duis autem vel eum iriure
dolor in hendrerit in vulputate velit esse molestie consequat.
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odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore
te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing
elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo.
There is a link from this page to lloyds.com
O ffer 1

A p p lyN e w s le tt e r
P r o je c t

Eve n tO ffer 2

O ffer 3

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11

ExamplesWebsite – product page
Search site

Home

Select language

About

P r odu c ts

N ew sCo ntact

Product one

You may also add the Lloyd’s Underwriters
logo, along with the appropriate qualifying
statement (see page 03), on 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 bepositioned next to the products which are
100% underwritten at Lloyd’s.

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Product two
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vestibulum aptent ullamcorper.
Underwritten by certain underwriters at Lloyd’s.

Product three
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amet quis arcu pulvinar parturient a potenti a

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ExamplesPresentation slides

UNDERWRITER
LOGO

Presentation
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vestibulum quam ligula risus ullamcorpera proin imperdiet scelerisque.

Presentations
The Lloyd’s Underwriters logo can beused on presentation slides which refer toactivities within Lloyd’s, using the relevant
qualifying statement when required.
It should not appear on pages reporting
activities outside of Lloyd’s.
On syndicate title slides, the syndicate
name/number should be included inconjunction with Lloyd’s as shown inexample on the right of this page.

UNDERWRITER
LOGO

Presentation
Suspendisse venenatis ridiculus a feugiat
vestibulum quam ligula risus ullamcorpera proin imperdiet scelerisque.

Syndicate 5000 at Lloyd’s

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13

Letterheads
The Underwriters logo can be used on your letterheadings. The preferred positioning of the logo is in the
top right-hand corner, although it can also be placed in
the top left corner. An example is shown below.

ExamplesStationery, social media and email signatures
The Lloyd’s Underwriters logo can be used onyour letter headings and business cards but if yourcompany has activities outside of Lloyd’s, please
include the sentence; ‘Not all activities are related to
Lloyd’s’ for clarity.

Social media posts
The Lloyd’s Underwriter logo may be used on yourcompany social media posts, which relate to your
Lloyd’s activities only, that are 100% underwritten
at Lloyd’s.

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

Email signatures
The Lloyd’s Underwriters logo may be used on youremail 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 to
Lloyd’s’ for clarity.

Example 1
Business card,
one side

Example 2Business card,
two sides

Name
Job Title
Underwriting 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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14

ExamplesPublications, brochures and corporate reports
The Lloyd’s Underwriters logo can be used on
publications, brochures and corporate reports thatrefer to your activities within the Lloyd’s market.
Example shown below:

Example 1

You may use the Lloyd’s Underwriters logo on thefront or back covers of your promotional documents.
Please use an appropriate reference to highlight that
not all information in your document is related to your
Lloyd’s activities and relevant Lloyd’s activities areclearly referenced.
To avoid confusion, the Lloyd’s Underwriters logo
should not appear on content/pages which are
relating to activities outside of Lloyd’s. You may only
use the Lloyd’s Underwriters logo next to any Lloyd’s
related activities or products 100% underwritten at
Lloyd’s, with the appropriate qualifying statement(pages 03 - 05). Please see the product page (11) for
how to use the Lloyd’s logo appropriately when
promoting products.

Example 2
Heading

Corporate report

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sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat. Ut wisi enim ad
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imperdiet eu phasellus ullamcorper nec condimentum aparturient enim parturient cursus iaculis luctus ante nulla
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Parturient aliquam a molestie lectus hac ornare.
Leo taciti velit vestibulum a curabitur arturient
at ridiculus nunc cum lacinia phasellus massa.

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interdum nec metus laoreet suscipit dis hendrerit nascetur
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Product heading
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tation ullamcorper suscipit lobortis
nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum.
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facilisis at vero eros et accumsan etiusto odio dignissim qui blandit
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dolore te feugait nulla facilisi

00

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15

Insurance policies and documentation

The Lloyd’s Underwriters logos and The Armsof Lloyd’s may be used on insurance policy
documentation. They must not be edited orchanged in any way. The Arms of Lloyd’s must
always be accompanied by the Lloyd’s logo andnever used on its own.

Lloyd’s Underwriters logos

The Arms of Lloyd’s are available in black (for use
against light backgrounds) and a lighter version(for use against dark backgrounds).
You may not use the Lloyd’s logo (without theinclusion of ‘Underwriter’) on your insurance
documentation, to ensure the policyholder isclear it is Lloyd’s Underwriters and not Lloyd’sthat is insuring their risk.

The Arms of Lloyd’s

For details of Lloyd’s requirements when issuing‘combined certificates’ (i.e. 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
lloyds.com/bulletins
Please email marketing@lloyds.com to request the
Lloyd’s Underwriters logo or The Arms of Lloyd’s.
Please do not simply copy and paste the Lloyd’s
Underwriters logo or The Arms of Lloyd’s.
N.B. 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 theinsurers. 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.

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16

Contact details
To request the logos, or if you haveany further questions, please contact
marketing@lloyds.com

Lloyd’s
One Lime Street
LondonEC3M 7HA
lloyds.com

October 2023

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