Lloyds Market Brand Guidelines 06
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Brand Guidelines for the Lloyds Market 17.11.05
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BRAND GUIDELINES FOR THE LLOYDS market
MAKING LLOYDS
stand out
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THE LLOYDS MARKET
contentsi Background and introduction
ii Brand expression
iii Branding matrix in principle
iv Branding matrix in practice
Lloyds Underwriters mark
1.1 The components
1.2 Primary and Secondary marks
1.3 Primary bleed version
1.4 Measurement and size versions
1.5 Minimum clear space
1.6 Sizing and positioning
1.7 Master artworks
1.8 Using the mark
Written reference to Lloyds
2.1 Describing your relationship with Lloyds
2.2 Products underwritten at Lloyds
2.3 Approved Lloyds copy
Stationery
3.1 Principles for use
3.2 Principles applied
Publications
Reporting on activities
wholly within Lloyds
4.1 Principles for use Covers
4.2 Principles for use Inside pages
4.3 Principles applied
Also reporting on activities
outside of Lloyds4.4 Principles for use Inside pages
4.5 Principles applied
4.6 Exception
Websites
Reporting on activities
wholly within Lloyds
5.1 Principles for use
5.2 Principes applied
Also reporting on activities
outside of Lloyds5.3 Principles for use
5.4 Principles applied
Presentations
6.1 Principles for use
6.2 Principles applied
Further information
Brand Guidelines for the Lloyds Market 17.11.05
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THE LLOYDS MARKET
BACKGROUND AND introduction
about these
guidelines
Who are these guidelines for?
These guidelines are for managing agents, consortia and syndicates.
Separate guidelines are available for:
Lloyds coverholders Lloyds agencies around the world
Lloyds brokers The Corporation of Lloyds
Projects and teams sponsored by Lloyds
You can get copies from Lloyds Brand Strategy.
Whats the big picture?
Lloyds is complicated. Its a real challenge for people to understand how all the various pieces
of the jigsaw puzzle fit together. Historically Lloyds has allowed and even encouraged different parties
to present their associations with Lloyds in different ways. The resulting lack of coherence has
weakened and undermined the Lloyds brand, making it even harder to understand Lloyds.
The following pages outline the system weve designed to address this situation. As well as making
Lloyds more transparent, the system should help make it clear how Lloyds is structured.
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The Lloyds Market
BRAND EXPRESSION
SETTING
THE SCENE
Lloyds is a brand that is recognised and respected around the world but one that is not always
understood. We need people to see what makes us different and to understand what makes us
special. To do this we must tell our story clearly, simply and consistently.
Constant originality
At the heart of this story is the idea of constant originality. We create constancy through good faith,
consistency, reliability and security and by reminding people that we have been around for more
than three centuries. We deliver originality through our innovative solutions to risk, having a unique
market structure that matches entrepreneurialism with international scale and allowing peopleto deal with a genuine marketplace rather than a computer.
This idea must permeate every aspect of the organisation our products and services, environments,
communications and behaviour. It must be demonstrated in all the materials we produce.
These guidelines have been produced to help us to do that. Read them carefully and follow them
conscientiously. It is up to us all to ensure that constant originality stays at the heart of Lloyds.
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THE LLOYDS MARKET
BRANDING MATRIX IN PRINCIPLE
How does the system work?To make the system easy to understand weve
based it on two straightforward questions that
can be applied to every entity that is associated
with Lloyds:
1. Is Lloyds part of the name?
2. How closely should its visual association with
Lloyds be?
The charts on the next page illustrate how the
system works.
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Lloyds
1
Strong visual associationwith Lloyds
2
Limited visual associationwith Lloyds
Broaden Lloydsservice offer.
Benefit from beingassociated with Lloyds.
Conform to Lloydsstandards.
Independent of Lloyds.
May have differentinterests/activities/standardsfrom Lloyds.
May be critical of Lloyds.
Deliver core Lloyds services.
An integrated part of how
Lloyds is perceived aroundthe world.
Benefit from beingassociated with Lloyds.
Use the Lloyds name astheir main identifier.
Are owned or influencedby Lloyds.
3
5
Arms length
4
No visual associationwith Lloyds
Independent of Lloyds.
May be critical of Lloyds.
May have differentinterests/activities/standardsfrom Lloyds.
uses the
LLOYDS NAME
DISTANT visualassociation
CLOSE visualassociation
own name
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THE LLOYDS MARKET
branding MATRIX IN PRACTICE
To make the system easy to apply weve developed
digital artwork and these guidelines. Together they
should enable you to incorporate Lloyds logo without
having to make any significant changes to your
existing designs or incur much extra cost.
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Lloyds
1
Strong visual associationwith Lloyds
2
Limited visual associationwith Lloyds
Lloyds broker
Lloyds coverholder
Projects and teamssponsored by Lloyds(eg, Kinnect)
London Market Principles
Lloyds clubs/societies
Lloyds Market Association
Lloyds Members
Association of LloydsMembers
Lloyds Members AgencyServices
Lloyds Coverholders/Correspondents Associations
Lloyds Members Ombudsman
Lloyds ListLloyds Marine Intelligence Unit
Lloyds Law Reports
Other Lloyds List Publications
Managing Agent
Consortium
Syndicate
Lloyds Agencies(around the world)
Managing AgencyCoverholders
Lloyds (Corporation)
Lloyds overseas offices
Lloyds overseas reps
Lloyds Members Services Unit
Lloyds Community Affairs
Lloyds Charities Trust
Lloyds of LondonTercentenary Foundation
Lloyds Patriotic Fund
Lloyds Benevolent Fund
3
5
Arms length
4
No visual associationwith Lloyds
Centrewrite
Xchanging
Neale Dataday
T&F Informa
Lloyds auditors
Lloyds MembersAgents
Avenance
Steria
Coflex
LMBC
Equitas
CorporateAdvisors
uses the
LLOYDS NAME
DISTANT visualassociation
CLOSE visualassociation
own name
A N Other
Lloyds Community Affairs
Lloyds One Lime Street London EC3M 7HA
Telephone +44 (0)20 7327 5998 Fax +44 (0)20 7327 5211
Email [email protected] www.lloyds.com
Lord Levene of Portsoken KBEChairman
Lloyds One Lime Street London EC3M 7HA
Telephone +44 (0)20 7327 6556 Fax +44 (0)20 7327 5926
Email [email protected] www.lloyds.com
Ju
lian T JamesDirector Worldwide Markets
Lloyds One Lime Street London EC3M 7HA
Telephone +44 (0)20 7327 5998 Fax +44 (0)20 7327 5211
Mobile +44 (0)7710 393345 Email [email protected]
www.lloyds.com
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THE LLOYDS MARKET
LLOYDS UNDERWRITERS MARK
INTRODUCTION
lloyds
underwriters
mark
The Lloyds Underwriters mark is used by the Lloyds Managing Agents,Syndicates, Consortia and Managing Agency Coverholders (as shown insection 2 of the Branding Matrix in principle) to identify their associationwith Lloyds. The Lloyds brand mark itself should never be used by thosein the Lloyds market.
1.1 The components
1.2 Primary and Secondary marks
1.3 Primary bleed version
1.4 Measurement and size versions
1.5 Minimum clear space
1.6 Sizing and positioning
1.7 Master artworks
1.8 Using the mark
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THE LLOYDS MARKET
LLOYDS UNDERWRITERS MARK
THE COMPONENTS
The Lloyds Underwriters mark comprises four
inseparable components: the Lloyds logotype, the
Underwriters descriptor and the tab and descriptor
boxes which act as containers for each.
Neither the Lloyds logotype, nor the Underwriters
descriptor is a typeface. Both have been specially
drawn and must never be recreated or typeset
in an alternative font.
The relative sizes and positions of each of these
components are fixed and must not be altered.
Similarly, no component may be used in isolation
or removed from the Lloyd's Underwriters mark.
Black and white marks the black tab is used on light backgrounds
the white tab is used on dark backgrounds
Each of these marks has been specially drawn
for positive and negative use and should never
be interchanged. Always ensure that you use the
appropriate original.The Lloyds Underwriters mark only ever appears in
black and white.
Master artworks are available from Lloyds Brand
Strategy.
Lloyds Underwriters mark (black tab) Lloyds Underwriters mark (white tab)
for use on a dark background
Descriptor box
Tab box
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Logotype
Descriptor
!
!
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THE LLOYDS MARKET
LLOYDS UNDERWRITERS MARK
PRIMARY AND SECONDARY markS
There are two Lloyds Underwriters marks (Primary
and Secondary).
Primary is the preferred use across most
applications.
There is a stand alone version (this page) for
appllcations such as envelopes, faxes, electronic
templates.
There is a bleed version, the most frequently used(page 1.3) for use where an application is physically
trimmed to the edge of the brand mark.
Secondary is used where space is more restricted ona 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.
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Lloyds Underwritersprimary mark (black)
Lloyds Underwriters secondary mark (black)
Lloyds Underwritersprimary mark (white)
Lloyds Underwriters secondary mark (white)
!
!
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THE LLOYDS MARKET
LLOYDS UNDERWRITERS MARK
PRIMARY BLEED VERSION
The bleed version of the markA bleed version has been specially created for when
the mark hangs from a trimmed edge.
You will notice that for the bleed version only, the
space above the Lloyds logotype is a little more than
below it. This is intentional. It is to allow for an optical
tolerance for when an application is physically trimed
to the edge of the mark.
You will need to include a printers bleed area
above the top edge of the page (usually between
3mm and 5mm).
Bleed version (black)
When to use the bleed version
Bleed version (white)
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THE LLOYDS MARKET
LLOYDS UNDERWRITERS MARK
MEASUREMENT AND SIZE VERSIONS
The measurement of the Lloyds Underwriters mark
is always specified across the width of the tab box
component.
There are two size versions standard and
small-use. The small-use version is always used
below 25mm width and has been designed for better
legibility at small sizes.
The minimum size of the Primary mark is 17mm
(this is the size used for business cards). The minimum
size of the Secondary mark is 10mm.
Each of the size versions has been specially drawn
and neither is interchangeable with the other.
Important reproduction noteOn occasion, the small-use version may be the right
choice for challenging production processes where
you are unable to reproduce the standard size
version with the desired legibility.
Where this is the case, proofing stages will help
to determine the most suitable version for optimumreproduction of the mark.
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Primary mark Standard size
No maximum size restriction
25mmminimum
25mmminimum
Primary mark Small-use size
25mmmaximum
17mmminimum
Secondary mark Standard size Secondary mark Small-use size
10mmminimum
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THE LLOYDS MARKET
LLOYDS UNDERWRITERS MARK
MINIMUM CLEAR SPACE
The Lloyds Underwriters mark is always surrounded
by a minimum clear space area which must remain
free from other elements (type and graphics).
The minimum clear space area is equal to the height
of the tab box in the mark. The clear space area
is proportional at all sizes.
This clear space area is a minimum and should be
increased wherever possible.
The Primary mark always hangs from the top edge of
a page or design, hence only three sides are indicated
as having a clear space area.
The Secondary mark is shown with clear space
to all sides, based on the extremities of the largest
component of the mark.
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Primary mark Minimum clear space area
Secondary mark Minimum clear space area
X = height
of tab
1X
X = height
of tab
1X
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THE LLOYDS MARKET
LLOYDS UNDERWRITERS MARK
SIZING AND POSITIONING
Where possible, you should keep the sizing and
positioning of the Lloyds Underwriters mark
consistent.
Choosing the correct brand mark sizeThe size you choose depends on the s ize and
format of the page.
If your format is not an A sizeIf your page format is not one of those listed in the
table on this page, you should work to the nearest
available size.
Positioning from the right-hand edge
The distance that the Lloyds Underwriters mark is
positioned from the right-hand edge is determined
by a proportional 12.5% width of the application.
This measurement is rounded to the nearest 0.5mm
as shown in the formula below:
For example, for A4 Portrait (width of 210mm)
210mm x 12.5% = 26.25mm26.25 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 marks at any size other than those
corresponding to the A sizes shown.
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Example shownis based on widthof A4 portrait
26mm(12.5% width ofpage, to nearest
0.5mm increment)
34mm
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THE LLOYDS MARKET
LLOYDS UNDERWRITERS MARK
MASTER ARTWORKS
The Lloyds Underwriters mark master artworks
are available in a number of file formats for use
in professional reproduction and local desktop
applications.
All master artworks are available from Lloyds Brand
Strategy and are subject to the usage guidelines
in this document.
A guide to the Lloyds Underwriters mark masters
Black version (for use on light backgrounds)
Primary mark Standard size
TABP_UW_100mm_KTABP_UW_100mm_RK
Bleed artwork*TABP_UW_100mm_BLEED_KTABP_UW_100mm_BLEED_RK
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Primary mark Small-use
TABP_UW_SMALL_KTABP_UW_SMALL_RK
Bleed artwork*TABP_UW_SMALL_BLEED_KTABP_UW_SMALL_BLEED_RK
Secondary mark Standard size
TABS_UW_100mm_KTABS_UW_100mm_RK
Secondary mark Small-use
TABS_UW_SMALL_KTABS_UW_SMALL_RK
K = Black (CMYK process)RK = Black (RGB)
*Bleed version (where a printed item is tobe physically trimmed to the top edge).
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White version (for use on dark backgrounds)
Primary mark Standard size
TABP_UW_100mm_WTABP_UW_100mm_RW
Bleed artwork*TABP_UW_100mm_BLEED_WTABP_UW_100mm_BLEED_RW
Primary mark Small-use
TABP_UW_SMALL_WTABP_UW_SMALL_RW
Bleed artwork*TABP_UW_SMALL_BLEED_WTABP_UW_SMALL_BLEED_RW
Secondary mark Standard size
TABS_UW_100mm_WTABS_UW_100mm_RW
Secondary mark Small-use
TABS_UW_SMALL_WTABS_UW_SMALL_RW
W = White (CMYK process)RW = White (RGB)
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THE LLOYDS MARKET
LLOYDS UNDERWRITERS MARK
USING THE MARK
WHERE SHOULD
WE USE IT?
Can we use Lloyds underwriters mark on our corporate materi al?
Yes, we encourage you to use the Lloyds underwriters mark as shown i n sections 4 - 6 on the
following:
Your stationery.
Your website.
Material for events, exhibitions and other self-promotion activity.
Advertising.
When making written reference to Lloyds you must also use either the relationship statement or theproduct strapline shown in the following tables, within the body text of the advertisement.
Please take care using these in areas where Lloyds doesnt have a trading licence or where there are
additional local requirements. You must comply with all local requirements relating to solicitation and
advertising. Contact Lloyds Worldwide Markets if in doubt.
Can we use Lloyds underwriters mark to promote an insurance product?
Yes, but you must make it clear who the actual insurer is, as outlined in the table i n section 2.1. You
may not use Lloyds name as part of a product name.
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THE LLOYDS MARKET
LLOYDS UNDERWRITERS MARK
USING THE MARK
WHERE SHOULD
WE USE IT?
What marks should we use on insurance documentation?
You can use both the Lloyds brand mark and also The Arms of Lloyds on any documents issued by
or with the authority of Lloyds underwriters as evidence of an insurance contract, provided these
documents identify only Lloyds underwriters as the insurers.
If the document also refers to the intermediary, then the relationship between the intermediary and
Lloyds must be made clear on the face of the document.
Please note: Lloyds branding issues in relation to policies are currently under review
and subject to change.
Can we use The Arms of Lloyds?
Only on policy documentation see above.
Can we use Lloyds brand mark on its own?
No, you must always use the Lloyds underwriters mark as shown in these guidelines. The Lloyds
brand mark itself should never be used.
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THE LLOYDS MARKET
WRITTEN REFERENCE TO LLOYDS
INTRODUCTION
WRITTEN
REFERENCE
TO LLOYDS
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When referring to Lloyds in written text it is important that you use specificphrases to clarify your relationship or the products relationship with Lloyds. Inthis section well give you specific phrases that you can use when referring toLloyds within copy. In addition we have drafted some boilerplate copy for youto use in brochures and on your website.
2.1 Describing your relationship with Lloyds
2.2 Products underwritten at Lloyds
2.3 Approved Lloyds copy for brochures and websites
Please note: These guidelines do not address local insurance regulatory requirements, including
advertising restrictions and prohibitions, which may be imposed in some jurisdictions (including the
US), on market participants, capital providers and others. Certain uses of the Lloyds name and/or
Lloyds brand marks which might be permissable under these general guidelines might nevertheless
constitute a violation of local law. Market participants, capital providers and others should consult
Worldwide Markets and/or local counsel or the Lloyds General Representative as to such
requirements. When using the Lloyds name or brand marks, the most important consideration is
making sure that the customer understands exactly who is insuring their risk.
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THE LLOYDS MARKET
WRITTEN REFERENCE TO LLOYDS
Describing your relationship with LLOYDS
Can we use the Lloyds name?The following statements should be used when
describing your relationship to Lloyds within
written text.
Can we incorporate Lloyds into our name?
You can incorporate Lloyds name into your registered
company name or trading title if youre a managing
agent or a consortium made up 100% of Lloyds
syndicates. This is subject to a trademark licence withLloyds and any relevant local laws. Syndicates and
Managing Agency Coverholders can use the Lloyds
name but cannot incorporate it into the registered
company name or trading title.
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Organisation
Managing agent
Syndicates
Consortia*
*These guidelines apply to consortia made up 100% by Lloydssyndicates. Any consortium with non-Lloyds third party participation
is not entitled to use the Lloyds name or any Lloyds brand mark.
Managing agency coverholder**(formally service companies)
**These guidelines apply to managing agency coverholders whereone or more Lloyds managing agents own a majority or controllingshare. Where the majority ownership is outside of the Lloyds market,please follow the guidelines for intermediaries.
Lloyds relationship statement
ABC managing agent at Lloyds orABC underwriting agent at Lloyds
ABC underwriters (& Others) at Lloyds orABC syndicate at Lloyds orSyndicate ABC Lloyds Underwriters
ABC consortium at Lloyds
ABC policies at Lloyds
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THE LLOYDS MARKET
WRITTEN REFERENCE TO LLOYDS
Products underwritten at LLOYDS
Can we use the Lloyds name when promotingan insurance product?
Yes, however when promoting a product underwritten
at Lloyds you should always make it clear who the
actual insurers are. With that in mind you should use
the appropriate strapline in the table.
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Product
100% underwritten at Lloyds
Between 50% and 100% underwritten at Lloyds
Less than 50% underwritten at Lloyds.
Please note: For those products that are not 100% underwritten at Lloyds, it must be clear that should any other subscribing insurer(s) becomeinsolvent, those underwriters at Lloyds on risk are each severally liable only for the portion of the risk to which they subscribed and would not beliable for the portion of any other insurer.
Lloyds product strapline
Underwritten by certain underwriters at LloydsInsurance arranged by ABC brokers and underwritten by DEF/certain underwritersat LloydsUnderwritten by certain underwriters at Lloyds as listed...
Underwritten by certain underwriters at Lloyds and other insurers
Underwritten by certain underwriters at Lloyds, ABC, etc...(ABC = other insurers who must always be named)
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Approved copy Version 1 Approved copy Version 2
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THE LLOYDS MARKET
WRITTEN REFERENCE TO LLOYDS
APPROVED LLOYDS COPY
Approved Lloyds copyWe would like you to include a few sentences about
Lloyds in publications that carry the Lloyds
Underwriters mark. With that in mind weve produced
two pieces of boilerplate copy for you to choose from.
Version 1 focuses more on the reasons for
operating within the Lloyds Market
Version 2 is a more factual description.
Principles for useApproved copy should be set in the same style
and point size as the main text of your document
(as shown in the examples in section 4).
About Lloyds
Lloyds is the worlds leading specialist insurance andreinsurance market. 62 businesses underwrite insurance
at Lloyds, covering all classes of business from more than200 countries worldwide
The Lloyds platform provides:
access to specialist business through its unique
broker network international licences and brand reputation
in 74 territories throughout the world
additional reassurance to policy holders through
its consistently strong security ratings (A.M. BestA Excellent and Standard & Poors A Strong).
About Lloyds
Lloyds is the worlds leading specialist insuranceand reinsurance market.
Lloyds reputation is founded on its 300 year history,
its flexibility and the unrivalled expertise of itsunderwriters. The markets unique structure means
that clients encounter a flexible and responsiveapproach.
Today 62 businesses operate in Lloyds, each with its
own specialties and areas of expertise. Together they
interact with thousands of brokers daily to createinsurance solutions for businesses around the world.
Lloyds insures 94% of FTSE 100 and 93% of Dow JonesIndustrial Average companies. Lloyds capital base is
diverse and today 88% of Lloyds capital comes fromcorporate bodies primarily the international
insurance industry.
Lloyds enjoys strong financial security and every
policy is supported by an A (Excellent) rating fromthe rating agency A.M. Best and A (Strong) rating
from Standard & Poors.
Brand Guidelines for the Lloyds Market 17.11.05
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THE LLOYDS MARKET
STATIONERY
INTRODUCTION
BUSINESS CARDS
AND LETTERheads
3.1 Principles for use
3.2 Principles applied
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THE LLOYDS MARKET
STATIONERY
PRINCIPLES FOR USE
Business cardsThere are two options for placement of the Lloyds
Underwriters mark onto business cards.
Option 1The Primary mark is used on the reverse side of your
business card to a fixed size and position. This should
always appear in black and white with observation of
the clear space area around the mark (see page 1.5).
Option 2The Secondary mark is used on the front side of your
business card. This is placed at a fixed size of 10mm
and should always appear in black and white with
observation of the clear space area around the mark
(see page 1.5). With this option, the positioning of
the Secondary mark is flexible, allowing it to best suit
the layout of the card.
Letterheads
The Secondary mark is always used on Letterheads.
This is placed on the front side at a fixed size of 13mm
and should always appear in black and white withobservation of the clear space area around the mark
(see page 1.5). The positioning of the Secondary mark
is flexible, allowing it to best suit the layout of the
letterhead.
Business cards (shown at 50%)
Front
Back
Option 2 Secondary mark
Option 1 Primary mark
Front
Letterhead (shown at 40%)
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13mm
17mm 11mm
10mm
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THE LLOYDS MARKET
STATIONERY
PRINCIPLES APPLIED
Brand Guidelines for the Lloyds Market 17.11.05
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Business cards (shown at 50%) and Letterhead (shown at 40%)
Option 1
Back
Option 1
Back
Letterhead Letterhead
Option 1
Front
Option 2
Front
Option 1
Front
Option 2
Front
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THE LLOYDS MARKET
PUBLICATIONS
INTRODUCTION
REPORTING
ON ACTIVITIES
WITHIN AND
OUTSIDE
OF LLOYDS
How the Lloyds Underwriters mark is placed on publications is imperativeto the audiences understanding of Lloyds role. Where you are reportingon activities wholly within Lloyds, the mark may appear on the back cover.Where you are also reporting on activities outside of Lloyds, carefulpositioning must be considered so as not to inappropriately imply Lloydsinvolvement in activities or products from other sources.
Reporting on activities wholly within Lloyds
4.1 Principles for use Covers
4.2 Principles for use Inside pages
4.3 Principles applied
Also reporting on activities outside of Lloyds
4.4 Principles for use Inside pages
4.5 Principles applied
4.6 Exception
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THE LLOYDS MARKET
PUBLICATIONS
reporting on activities wholly within lloyds: PrinCIPLES FOR USE covers
If your publication is just about your activities within
Lloyds, place the Lloyds Underwriters mark on the
back cover.
Never place the Lloyds Underwriters mark on the
front cover.
Placing on the back coverOn the back cover, the black and white Primary
mark should be used according to the sizing
and positioning guide shown on page 1.6.
The illustration on this page shows two positions for
placement on a publicat ion back cover.
The preferred position is always to hang from the
top-right of the publication, but an alternative top-left
solution may be applied if the preferred position does
not suit the layout of the cover.
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Front cover (shown at 35%) Back cover (shown at 35%)
34mm26mm 34mm 26mm
Preferred positionAlternative position
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THE LLOYDS MARKET
PUBLICATIONS
Reporting on activities wholly within Lloyds: PRINCIPLES FOR USE INSIDE PAGES
Approved copy on inside back coverTo accompany the Lloyds Underwriters mark on the
back cover, the Lloyds approved copy (see page 2.3)
can be placed in a panel on the inside back cover.
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 your
publication.
The panel is ideally a full page area, but where space
is restricted this can be a section of a page, down
to a minimum page area of 33%. The panel may be
black, white or an approved tint of black (ensuring
sufficient legibility in all cases).
If your document includes a special colour, you may
choose to use the colour on the panel instead of black
and white.
Adding the Primary mark
In addition to the approved copy, the panel should
include the Lloyds Underwriters Primary markaccording to the sizing and positioning shown on
this page and on page 1.6 ofthese guidelines.
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Inside back cover (shown at 18%)
Inside back cover alternative (shown at 18%)
34m m 26m m
34mmmin. of14mm
28mm18.5mm
A5 Portrait
1/3
1/3
Tab size: on A4 portrait = 34mm on A5 portrait = 28mm
Example 1 Panel size
Panel is ideally full page
otherwise, can be a section of the page,but no smaller than 1/3
30%60%
?
Example 2 Panel colour
Panel can be black, white or anapproved tint of black 60%(text is white), 30% (text is black)
or a special colour, if this is usedthroughout the document
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THE LLOYDS MARKET
PUBLICATIONS
Reporting on activities wholly within Lloyds: PRINCIPLES applied
The example on this page shows a typical front and
back cover where you are reporting on activities
wholly within Lloyds.
This includes the inside back cover and shows the
optional use of your own special colour which might
also be used elsewhere through the document.
Examples on this page are style mock-ups only and
do not represent actual documents.!
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Front cover
Inside back cover option 1 Inside back cover option 2
Back cover
Report and FinancialStatements31December2003
M A P
Syndicate 2791
unde rwr i t i n g a t L lo yd s
Produced by RoyalCorporate Print, London
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THE LLOYDS MARKET
PUBLICATIONS
also reporting on activities outside of Lloyds: PRINCIPLES FOR USE
If your publication covers your businesss activities
outside, as well as within, Lloyds:
do place a panel containing the Lloyds approved
copy (see page 3.2) and the Lloyds Underwriters
mark in the appropriate part of your document
dont place the Lloyds Underwriters mark
on the front or back cover.
Approved copy panelThe 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 your
publication.
The panel should have a minimum size of 33% of the
full page area. It may be black, white or an approved
tint 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 of
black and white.
Adding the Primary markIn addition to the approved copy, the panel should
include the Lloyds Underwriters Primary mark
according to the sizing and positioning shown on
this page and on page 1.6 of these guidelines.
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34mmmin. of14mm
Inside pages
28mm 18.5mm
A5 Portrait
1/3
1/3
Tab size: on A4 portrait = 34mm on A5 portrait = 28mm
Panel size
Panel is ideally full page
otherwise, can be a section of the page,but no smaller than 1/3
30%60%
?
Panel colour
Panel can be black, white or anapproved tint of black 60%(text is white), 30% (text is black)
or a special colour, if this is usedthroughout the document
!
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THE LLOYDS MARKET
PUBLICATIONS
also reporting activities outside of Lloyds: PRINCIPLES APPLIED
The examples on this page show a typical front and
back cover with inside page spread.
In this particular case, the panel of Lloyds approved
copy has been styled to fit with other panel styles
within the document, keeping consistency with
typography and layout wherever possible.
Examples on this page are style mock-ups only
and do not represent actual documents.
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Front cover
Inside
Back cover
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THE LLOYDS MARKET
PUBLICATIONS
also reporting activities outside of Lloyds: exception
The examples on this page show a publication from
a business operating inside and outside Lloyds.
However, as this particular publication is reporting
only about its activities within Lloyds, the Lloyds
underwriters mark may be placed on the back cover
as well as on an inside page.
The panel of Lloyds approved copy works to the
typographic style of the publication and does not
affect the overall style of the document. Note alsohow the heading of the approved copy adopts the
publications heading style.
Examples on this page are style mock-ups only and
do not represent actual documents.
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Front cover
Inside
Back cover
!
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THE LLOYDS MARKET
websites
INTRODUCTION
ONLINE
PLACEMENT
OF THE lloyds
underwriters
mark
The web page on which the Lloyds Underwriters mark is placed is animportant indication of Lloyds association with the page content. The markmay be placed on the Home page of a website only in cases where the sitereports on activities wholly within Lloyds.
Reporting on activities wholly within Lloyds
5.1 Principles for use
5.2 Principles applied
Also reporting on activities outside of Lloyds
5.3 Principles for use
5.4 Principles applied
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THE LLOYDS MARKET
WEBSITES
REPORTING ON ACTIVITIES WHOLLY WITHIN lloyds: principles for use
If your business operates only within Lloyds, the
Lloyds Underwriters mark can be placed on the Home
page of your website.
Placing on the Home pageOn your Home page, the black Primary mark
should be used at a width of 75 pixels, observing
the minimum clear space area (see page 1.5).
The positioning of the mark needs to be flexible,according to your web page layout. References to
Lloyds, along with the Lloyds Underwriters mark,
should be hotlinked to lloyds.com.
Approved copyLloyds approved copy (see page 3.2) may be used
on the Lloyds page of the websi te.
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75 pixels
Home pageThere is a hotlink from this page
to lloyds.com
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THE LLOYDS MARKET
WEBSITES
reporting on activities WHOLLY WITHIN lloyds: principles APPLIED
The example on this page shows the Lloyds
Underwriters mark placed on the Home page
of a business reporting on activities wholly
within Lloyds.
Examples on this page are style mock-ups only
and do not represent actual websites.
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THE LLOYDS MARKET
WEBSITES
ALSO REPORTING ACTIVITIES OUTSIDE OF lloyds: principles for use
If your business also operates outside of Lloyds,
the Lloyds Underwriters mark can only appear
on the Lloyds page of your websi te.
Ideally, the Lloyds page will be hotlinked from
a reference to Lloyds on the Home page. If this
is not possible, then a reference should appear
in the About Us section.
Placing on the Lloyds page
On the Lloyds page of your website the black
Primary mark should be used at a width of 75 pixels,
observing the minimum clear space area
(see page 1.5).
Let the page layout of your website determine where
you put the Lloyds Underwriters mark.
Approved copyLloyds approved copy (see page 3.2) may be used
on the Lloyds page of the websi te.
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Home page / About us
Where Lloyds is introduced, there is
a hotlink to the Lloyds web page
Home page
Lloyds page
75 pixels
Lloyds page
There is a hotlink from this page
to the Lloyds website
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THE LLOYDS MARKET
WEBSITES
ALSO REPORTING ON ACTIVITIES OUTSIDE OF lloyds: principles APPLIED
The examples on this page show the Home page of
a business reporting on activities outside of Lloyds.
The Home page is hotlinked to the Lloyds page
of this website where the Lloyds Underwriters mark
then appears in context with the content relating
to Lloyds.
Examples on this page are style mock-ups only and
do not represent actual websites.
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Home page
Lloyds page
!
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THE LLOYDS MARKET
PRESENTATIONS
INTRODUCTION
lloyds
underwriters
mark in
presentations
The Lloyds Underwriters mark is used on presentation slides whichrefer to activities within Lloyds. It should not appear on pages reportingactivities outside of Lloyds.
6.1 Principles for use
6.2 Principles applied
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THE LLOYDS MARKET
PRESENTATIONS
PRINCIPLES FOR USE
In PowerPoint presentations, the Lloyds Underwriters
mark may be used (Secondary mark only) where
slides refer to activities within Lloyds.
On presentation slides, the black Secondary mark
should be used at a width of 20mm, observing the
minimum clear space area (see page 1.5).
The positioning of the mark needs to be flexible,
according to the slide layout.
Syndicate Title slideOn syndicate title slides, the syndicate name/number
should be included in conjunction with Lloyds.
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Title slide
Following slides
Syndicate 5000
at Lloyds
20mm
20mm
!
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THE LLOYDS MARKET
PRESENTATIONS
PRINCIPLES APPLIED
The examples on this page show how Title, Divider
and Presentation slides appear, displaying the
Syndicate number and the Lloyds Underwriters mark.
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Title/Divider slide
Following slides
Syndicate 5000
at Lloyds
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THE LLOYDS MARKET
further information
NEED HELP
OR WANT TO
PROVIDE SOME
FEEDBACK?
To provide feedback, share information or seek answers to questions youmay have about the implementation of the Lloyds brand, please contact:
Nileema AllerstonBrand Development and Protection ManagerLloydsOne Lime Street
LondonEC3M 7HA
Telephone +44 (0)20 7327 5015Fax +44 (0)20 7327 5229Email [email protected]
Ian DoddsBrand Communications ManagerLloyds
One Lime StreetLondonEC3M 7HA
Telephone +44 (0)20 7327 5439Fax +44 (0)20 7327 5229Email [email protected]
or email [email protected]
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