Lloyd’s Brokers
Brand Guidelines

02

Introduction

03
04

Defining your relationship with Lloyd’sReferring to Lloyd’s

05

Using the Lloyd’s Broker logo

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

Contact details 02Introduction
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 theworld, 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.
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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03

Defining your relationship with Lloyd’s
You may refer to Lloyd’s on your general and productpromotional material. When referring to Lloyd’s, it is importantthat you use specific phrases to clarify your relationship (orproduct’s relationship) with Lloyd’s. This is to ensure that thecustomer always understands who is insuring the risk.
General promotional material

Product promotional material

You may not incorporate Lloyd’s into
your company name. You should
use the statement that clarifies yourorganisation’s relationship with
Lloyd’s 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:– [Your company name],
broker at Lloyd’s
Subject to such terms, as Lloyd’s
may determine from time to time.

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]
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 manneras set out above, but may not use theBroker at Lloyd’s logo to promote theproduct.

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

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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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Changesectionnumber – 3

Using the Lloyd’s Broker logo
You may use the Lloyd’s Broker logo
for promotional material: for instanceon your website homepage, corporate
letterheads, and publications.
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 page 03 about defining yourrelationship with Lloyd’s).

Lloyd’s Broker logo – primary version

Lloyd’s Broker logo – secondary version

These are the Lloyd’s Broker 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 ‘Broker’).

Insert dos
and donts
tbc

The Lloyd’s Broker 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

The Lloyd’s Broker logo wasintroduced in October 2023. The
previous ‘Broker at Lloyd’s’ logo
can remain on any documents
prior to this date and is still avalid Lloyd’s market participantlogo. From October 2023, theabove ‘Lloyd’s Broker’ logo
should be used.

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Primary logo
‘Black logo’ and ‘white logo’
There are two versions of the Lloyd’s Broker logo:– The black logo is for use on light backgrounds– The white logo is for use on dark backgrounds

Changesectionnumber – 3

Sizing
The Lloyd’s Broker logo may be used as required as long as theword Lloyd’s is no less than 10mm across.
Positioning
Positioning of the Lloyd’s Broker logo is flexible as long as itcomplies with our minimum clear spacing guidance above.

Black logo on light background

White logo on light background

White logo on dark backgroundBlack logo on dark background

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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Secondary logo
‘Black logo’ and ‘white logo’
There are two versions of the Lloyd’s Broker logo:– The black logo is for use on light backgrounds– The white logo is for use on dark backgrounds

Changesectionnumber – 3

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

X = heightof the box
containing theword ‘Lloyd’s’Xdistance 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.
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 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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ExamplesWebsite – homepage
Search siteHome

You may use the Lloyd’s Broker 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 Broker
logo should not appear on content/pages
which are related to activities outsideof Lloyd’s. You may only use the Lloyd’s
Broker logo next to any Lloyd’s related
activities or products 100% underwritten
at Lloyd’s, with the appropriate qualifying
statement (page 03). Please see theproduct page (pages 03 and 07) for
how to use the Lloyd’s Broker logo
appropriately when promoting products.

Select language

About

P r odu c ts

N ew sCo ntact

BROKERLO G O
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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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09

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 Broker 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
be positioned next to the products whichare 100% underwritten at Lloyd’s.

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Product two
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Underwritten by certain underwriters at Lloyd’s.

Product three
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ExamplesPresentation slides

The Lloyd’s Broker
logo can be used onpresentation slides
which refer to activities
within Lloyd’s, using
the relevant qualifying
statement when required.
It should not appear on
pages reporting activities
outside of Lloyd’s.

BROKER
LOGO

Presentation
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11

Letterheads
The Lloyd’s Broker 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.

ExamplesStationery, social media and email signatures
The Lloyd’s Broker 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
to Lloyd’s’ for clarity.

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

Business cards
The Lloyd’s Broker 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 are shown below.

Email signatures
The Lloyd’s Broker 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 to
Lloyd’s’ for clarity.

Example 1
Business card,
one side

Example 2Business card,
two sides

Name
Job Title
Broker 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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12

ExamplesPublications, brochures and corporate reports

To avoid confusion, the Lloyd’s Broker logo should
not appear on content/pages which are relating
to activities outside of Lloyd’s. You may only use
the Lloyd’s Broker logo next to any Lloyd’s related
activities or products 100% underwritten at Lloyd’s,
with the appropriate qualifying statement (page 03).
Please see the product page (07) for how to use the
Lloyd’s logo appropriately when promoting products.

The Lloyd’s Broker logo can be used on
publications, brochures and corporate reportsthat refer to your activities within the Lloyd’s
market. Example shown below:

Example 1

You may use the Lloyd’s Broker logo on the front orback covers of your promotional documents. Pleaseuse an appropriate reference to highlight that not all
information in your document is related to your Lloyd’s
activities and relevant Lloyd’s activities are clearlyreferenced.

Example 2
Heading

Corporate report

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00

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13

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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