Lloyds Intl Offices Brand Guidelines 06

Brand Guidelines for Lloyd’s International offices 12.05

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Lloyd’s international offices

MAKING LLOYD’Sstand out

http://www.lloyds.com

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LLOYD’S international offices

Brand Guidelines for Lloyd’s International Offices 12.05

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CONTENTS i Background iii Brand expression

Creating a Lloyd’s environment1.1 Introduction1.2 The principles1.3 The generic corporate office1.4 The Lloyd’s office1.5 How to create a social forum1.6 Planning environments1.7 Colour and imagery

The office journey2.1 Building entrances2.3 The office entrance2.4 Lloyd’s brand mark components2.5 Office entrance signs2.6 First impressions2.7 And it goes on2.8 The reception2.9 Open plan working areas2.10 Summary

Planning your space3.1 Madrid case study3.3 Chicago case study

A new visual style4.1 Creating an interior style4.3 Adding warmth and character4.4 What furniture fits the guidelines?4.5 Furniture style4.6 Establishing a coherent style4.7 Comfort and style4.8 An extra something4.9 Comfort and practicality4.10 Function and style4.11 Part of the family of elements

Accessories5.1 Cutlery5.2 Glassware5.3 Crockery5.4 Vases5.5 Miscellaneous items5.6 Summary

Suppliers’ contact details

Further information


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LLOYD’S international officesBACKGROUND

We all know the way we dress says a lot about the way we see ourselves. And each of our homes would tell you lots about our different personalities.

In the same way, the design of where we work says a great deal about Lloyd’s. That’s what these guidelines are all about.

Who are these guidelines for?They’re for anyone at the Corporation of Lloyd’s who is responsible for our office and working environments.

What are these guidelines for?They provide a ‘creative brief’ for our international offices and their local designers on the design of our space.

Separate guidelines are available for graphic design elements of the Lloyd’s brand.

What should our offices say about Lloyd’s?We want to make sure the way Lloyd’s presents itself is always:

• ProfessionalOur working environments reflect our position as the world’s leading specialist insurance market.

• ConsistentOur offices across the world are linked by their interior design and working ethos, which communicates the spirit of Lloyd’s.

• Distinctively Lloyd’sThe way that we work and the spaces we work in reflect our unique way of doing business.

We want people who visit our offices, and people who work in them, to associate Lloyd’s with constant originality, the idea that lies at the heartof the revitalised brand. That’s about expressing confidence and flair in everything.

What is in this guideline document?Inside, we’ll explore:• How our offices are organised as places of work• How they look and feel• The way we are now• Clear directions on how we can change, so that our working environments are both better placesto work and express our personality more clearly

Specifically, we’ll look at:• Planning• Colour and imagery• Style of furniture and accessories.


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ABOUT THESEGUIDELINES


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LLOYD’S international officesBACKGROUND – CONTINUED

Some offices have already started small piecesof work on their environments, and there are a number of projects beginning at the Lloyd’s HQin London. When these projects are finished, we’ll include relevant examples in the guidelinesto further demonstrate what we want to achieve worldwide.

What do you need to do with your office?Over time, we want all Lloyd’s international offices to bring the interior design of their workplace into line with this brief. We know that few of you will have the luxury of being able to undertake complete interior re-design projects, but all of you can begin the process of moving towards a new expression of the Lloyd’s brand.

There are a number of levels of intervention that can be considered.

Improve1 Spring-cleaning2 Paint and pictures3 furniture and fittings

Redefine4 Hospitality and comfort5 Refurbishment6 Full re-design

So, here’s what we ask you to do.

• Read this document• Review the design of your own office• Develop your own proposals for change. You may need to implement your proposed changes in a number of stages, either for budgetary reasons,or to avoid unnecessary disruption to your workplace. So develop a ‘masterplan’ that allows you to begin phased work with a clear aim in mind

• Discuss your masterplan with the Head of Development & Operations, James Sutherland

• Submit your masterplan to the team at Lloyd’s Brand Strategy in London, who’ll provide specific help and guidance. Their contact details are at the end of this guideline

• Start the work.

What do I do if I have questions about this?Just contact the Lloyd’s Brand Strategy team. Our contact details are at the back.

Master artwork, help and adviceFor some of the items of work discussed in this document, you’ll need artwork for the basic elements of the new brand. For all master artworks, and a helping hand, contact Lloyd’s Brand Strategy.


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LLOYD’S international officesBrand expression

Lloyd’s 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. As a phrase it acts as a reminder that Lloyd’s cannot afford to rest on its laurels. But the two words each highlight an important aspectof what Lloyd’s stands for.

The constant side of the equation refers to good faith, consistency, reliability and security – andis an opportunity to remind people that Lloyd’s has been around for more than three centuries.

Originality refers to our innovative solutions torisk, our unique market structure that matches entrepreneurialism with international scale, andthe importance we attach to underwriters and brokers getting together face-to-face to develop solutions in an increasingly computerised and impersonal world.


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settingthe scene

Constant originality must permeate every aspectof Lloyd’s – the platform we provide and theservices that support it, One Lime Street andour offices overseas and the ways in which we communicate and behave.

It must also be demonstrated in all the materials we produce. These guidelines outline how to dothat. Read them carefully and follow them conscientiously.


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Lloyd’s international officescreating a lloyd’s environmentINTRODUCTION

creatinga lloyd’senvironment

1.1 Introduction

1.2 The principles

1.3 The generic corporate office

1.4 The Lloyd’s office

1.5 How to create a social forum

1.6 Planning environments

1.7 Colour and imagery


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Lloyd’s international officescreating a lloyd’s environmentintroduction

Constant and originalLook at these two images. The ‘city gent’ is all about ‘constancy’ – professionalism and authority – if ina very dry, traditional way. We see the ‘punk girl’ as original in her dress, and we ‘know’ that her styleis all about her as an anti-authority figure.

Both these images show visual styles that are carefully conceived and crafted to communicatea certain message about these people.

And the same applies to office design. The overall feel, and the details, will shape the way people think of us.


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Lloyd’s international officescreating a lloyd’s environmentthe principles

How we work and the spaces we work inWe all know that Lloyd’s started as a coffee house. This part of our history tells us something important about the way that we work as a company to this very day. The nature of our business, and the way that we conduct it, is personal – not anonymous.

We can express that idea in how we arrange an office, and in the choices that we make about the interior design of our workplace.

A place to work, a place to visitWhile many of our international offices are not particularly ‘client-facing’ in the way that some other organisations are, we still need to consider two audiences when we think of our workplace environments: our staff and our visitors.

For the former it should be a great place to work,and for the latter, an impressive place to visit.

Translating the brand into the environmentThis introductory section on the planning of environments looks at some general principles to guide us in developing the workplace. Then in sections 2, 3 and 4, we look at what these principles meanin practice.


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Lloyd’s international officescreating a lloyd’s environmentThe generic corporate office

Most corporate offices look and feel the same.

The picture shown could be any company, anywhere in the world. Most of our current Lloyd’s offices look like this.

Why? No-one’s thought about what kind of environment is being created, beyond satisfyingthe purely functional needs of a corporate workplace. The result is an uninspiring place that’s anonymous, all about process. It’s certainly not about being personal in business, and it has no unique personality of its own.

The formality of this corporate environment militates against casual conversation, informal meeting, or the chance to discuss work over a coffee. Many studies have shown that this type of office environment is,in fact, a highly unproductive way of working.


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Lloyd’s international officescreating a lloyd’s environmentThe lloyd’s office

Creating a heart to the office Two things will make our spaces more unique and personal:

• A visual style that can unify the look of Lloyd’s offices• A common working ethos: the way that we work – as much as how our workplaces look – defines the Lloyd’s brand.

A core idea that can work very simply in all our offices is the idea of creating a ‘social forum’.

Look at the diagram. It shows how a hotel lobby works. It’s an informal area where lots of different types of activity take place. There are places to talk, read, wait, or find information. It’s supported by all of the more ‘formal’ facilities that sit around it – just as private offices can sit around the informal areas of an office.

We can create a ‘social forum’ in our offices by developing the reception areas and general office areas so that a variety of activities can take place.

A shop window and a great place to workWe should use the reception area to host visitors, and to act as a ‘shop window’ to Lloyd’s, using on-screen activities, print material and other means. Where there is space, it should also allow for informal meetings.

Any general office area should be considered as a space that flows on from the reception area. With the exception of private offices and conference rooms, we want to create one space that is broken down into ‘zones’, not rooms.

Zones are divided by screens, and walls which don’t fully enclose spaces, to create a more open-plan feel.


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Lloyd’s international officescreating a lloyd’s environmenthow to create a social forum

What can help to create a social forum?The elements that can help create a social forum are simple, and can be tailored to suit the size of offices.

Larger offices will be able to dedicate space to informal meeting areas, and more comfortable waiting areas. But even the smallest office can accommodate ideas like a PC linked to lloyds.com in the reception area. That way we can get the interest of both staff and visitors, helping to inform them and unite the international offer of Lloyd’s.

Reception areas could also include magazines and books that are about your clients’ business as wellas Lloyd’s brochures. Perhaps add TVs showing CNN, Bloomberg or BBC World.

In general office areas, strive to include break-out areas of seating, so there are places for employeesto sit other than at their workstation.

Small touches, but together they begin to conveya message that Lloyd’s is hospitable, and thinks hard about its clients and staff.


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Lloyd’s international officescreating a lloyd’s environmentPLANNING ENVIRONMENTS

Visual planning Visual planning is thinking about how we see the office space when we’re actually in it, rather thanhow it’s organised on a plan.

That means allowing views to create a sense of openness and interaction when we want to link spaces and activities, and closing down views when we want to create privacy.

It’s also about how we use colour or images onwalls to form an endpoint to a particular view withinan office.


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Lloyd’s international officescreating a lloyd’s environmentcolour and imagery

We want to use colour and images on walls for maximum impact.

The general environment will be made up of white walls and ceilings, but certain walls should be finished in a colour to add warmth and to close views.

Colours can be taken from the palette describedin section 5 of this document.

When it comes to the use of imagery in the environment, we have three types to work with:

• Photographic images of the Lloyd’s building• Commissioned art work• Existing prints and pictures

These should take up whole walls. So images of the Lloyd’s building should be used as a ‘supergraphic’ panel, which could form a wall – for instance atthe back of reception, or the back wall to a general office area.

Think of commissioning original works of art.It’s an idea that links Lloyd’s to its core brand valueof originality, and lets each office create a specific personality for its location. And it allows each officeto support local culture.

Finally, many offices have prints and pictures displayed on their walls, but normally in isolation. Prints and pictures should be grouped in large displays to create visual impact.


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the ultimate challengeFOR THE WORLD’S LEADING ATHLETES, THE OLYMPIC GAMES ARE THE BIGGEST TEST OF SKILL AND NERVE. DITTO FOR THOSE OF USIN INSURANCE.

WHERE THE WORLD TAKES RISKS

WHERE THE WORLD TAKES RISKS5

WHERE THE WORLD TAKES RISKS

Lloyd’s building

World events

Metaphors Floor number



Lloyd’s international officesThe office journeyINTRODUCTION

the office journey

2.1 Building entrances

2.3 The office entrance

2.4 Lloyd’s brand mark components

2.5 Office entrance signs

2.6 First impressions

2.7 And it goes on

2.8 The reception

2.9 Open plan working areas

2.10 Summary


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Lloyd’s international officesThe office journeyBUILDING ENTRANCES

Most of Lloyd’s international businesses are tenants in multiple let buildings. That normally means we can’t control the sign at the entrance to the building.

On this and the next page, we look at a coupleof examples of existing building entrance signs,and how the entrances to the offices themselvesare signed.

Using the basic elementsWe have two key elements that we can use to sign the building entrances – the Lloyd’s name, and the Arms of Lloyd’s. But we need to take care how weuse them.

• We’re Lloyd’s. Don’t use Lloyd’s of London

• Make sure the Arms are correctly drawn

• Use the Arms where you have space, and make sure you use the master artwork to produce a dusted crystal vinyl film on the glass

• On external and internal nameplates, use the Lloyd’s logotype reproduced from master artwork.


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Lloyd’s international officesThe office journeyBUILDING ENTRANCES – CONTINUED

In this example of a building entrance, the Lloyd’ssign has additional information below the Lloyd’s name, and it’s been combined with the coat of arms on the same sign.

In future, we will use just the Lloyd’s name onthe plate.

Inside the building the Arms of Lloyd’s appears asa ‘heritage’ full colour version. A new version of the Arms of Lloyd’s has been drawn, which we’ll usefrom now on.

Master artworksUse master artworks to create all signs.

All master artworks are available from the Lloyd’s Brand Strategy team, whose details are at the endof this guideline document.


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Lloyd’s international officesThe office journeyTHE OFFICE ENTRANCE

The entrance to an international office needs to use the basic brand elements – the brand mark and the coat of arms, wherever possible. Ideally, use these elements in different areas of the same space and use as an integral part of the architecture.

Using the basic elementsIn the example, the brand mark is integrated into the architecture by using a black wall as a device onto which a 3D version of the ‘tab’ is placed.

The coat of arms is then made as an applied decoration to the glass doors, at the same levelas the brand mark.

Through the glass doors, we see the back wall ofthe reception area – a ‘supergraphic’ of the Lloyd’s building.

In this way, three of the major ‘identifiers’ of the Lloyd’s corporate brand are seen at once and work together in the space.


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Lloyd’s international officesThe office journeyLloyd’s brand mark components

The Lloyd’s brand mark is made up of two inseparable components: the Lloyd’s logotype and the tab box that contains it. The Lloyd’s logotype is not a typeface. It has been specially drawn, and must never be recreated or typeset in an alternative font.

The relative sizes and positions of the logotype and the tab box are fixed. In sign applications, always maintain the overall height relationship and distance from thetype to the left and right side of the tab box.

‘Black tab’ and ‘white tab’There are two versions of the Lloyd’s brand mark (the ‘black tab’ version and the ‘white tab’ version).

The ‘white tab’ version may be used either in its basic format, or adapted to go on a ‘neutral’ (i.e. silver) or ‘heritage’ (i.e. brass or bronze) background. It should never be reversed out of any other colour. This rule applies for internal building directories, and any other signs leading to your office entrance.

The Arms of Lloyd’sThe Arm’s of Lloyds is not used on the same sign as the brand mark, but may be used at the building entranceif there’s an appropriate place, like a glass panel ordoor. In this case, use the secondary (positive) version, reproduced using 3M Vinyl film reference: Dusted Crystal.

Checking you’ve got it rightSubmit your sign proposals to the Lloyd‘s Brand Strategy team for comment and approval.


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ANOTHER COMPANY

ANOTHER COMPANY

ANOTHER COMPANY

Lloyd’s brand mark – black tab Lloyd’s brand mark – white tab

Tab box

Logotype

Neutral background(silver)

Usage in directory signage The Arms of Lloyd’s – Secondary (positive) version

Heritage background(brass or bronze)



Lloyd’s international officesThe office journeyoffice entrance signS

The entrance to our offices is the first point of real control over our brand expression in the environment.

We’ve illustrated two versions of how we can create an architecturally scaled version of the entrance sign to our workplaces.

Both have a 3D version of the ‘white tab’ set on a centre line of 1500mm above the floor level. The relationship of the sign to the black panel’s edgeis shown.

The sign height, ‘h’, is 150mm high. The sign is 15mm deep and made as a box that has crisp right angled, not radiused, corners. The letters are made of black acrylic set flush into the face of the box.

The box is ‘factory sprayed’ with a minimum of 5 coats of semi-matt white, i.e. Vinyl Silk paint, to match RAL 9003 Signal White.

The box should be fixed to the wall panel so that there are no visible fixings.

You can create the wall panel by painting on an existing wall, or by building out a wall section with no visible joints. The black should be a semi-matt finish to match RAL 9005 Jet Black.


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Option 1 – whole wall panel white

3D view

Option 2 – part wall panel black

1X 0.5X1.5X

centre1500mm

above floor level

1X

centre1500mm

above floor level

0.5X1.5X

X = heightof sign

X = heightof sign

150mm15mm



Lloyd’s international officesThe office journeyfirst impressions

Look at the pictures opposite. The first impressionis one of a uniform grey space, where the only association with Lloyd’s is through brochures, wall pictures and the Arms of Lloyd’s on one wall.

The furniture gives us messages about the natureof this space and its functionality. The black leather waiting chairs are very formal, and have a ‘corporate’ feel, while the workstations are items of old office furniture that can’t cope with the multitude of cables needed by modern technology.

The result is an office that is untidy (cables, hardware and filing all on show), and uncomfortable for both staff and visitors.

For the staff, the poor ergonomics of the furniture probably fall short of the demands of current European legislation, and for visitors there is onlyan awkward place to wait with little to do.

What could be improved?The rooms themselves have potential: high-ceilings, with good natural daylight. But the interior designfails to capitalise on the opportunities presentedby the building.

New furniture, more functionally designed, with better space planning and more thought givento materials and colour, could transform this office into an engaging, modern working environment.


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Lloyd’s international officesThe office journeyAND IT GOES ON

The example on the previous page is typical of other offices, too.

Padded black leather and chrome dominate. They look 70s, old-fashioned.

The workstations and tables look dated too, not suited to the needs of modern technology. Storageis poor, and once more cables, hardware and filesof paper are all on display. It makes the environment seem chaotic.

The basic ‘shell’ of the office is fine. White ceilingsand walls provide a good environment within which to create a more defined, and modern personality.But the detail – curtains, blinds, the pictures and charts on the walls – needs to change.

What could we change?These spaces are used by professional people to carry out their work, but they look unprofessional, because of their general untidiness, the dated furniture, and the poor way the space has been planned.

We need to regain control of these environments, and make them function where they have ceased to work. We need to move them on from looking like the provincial office of an anonymous corporation, to the local face of a modern, worldwide brand.


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Lloyd’s international officesThe office journeyTHE RECEPTION

Reception is a key area in the workplace wherewe can offer hospitality, information and an informal place for meeting.

Small areas may only have space for a PC linked to lloyds.com, and to provide papers, magazines and refreshments.

Larger areas can offer more facilities such as Internet and Intranet access, a library of books and magazines that are relevant to the office’s clients and selected artefacts from Lloyd’s history.

Colour and imageryThis page shows how colour, and images of the Lloyd’s building, can be used at a large scale to bring the reception area to life.


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Lloyd’s international officesThe office journeyopen plan working areas

We can use colour on selected wall panels to provide visual interest and warmth in the open plan areasof the offices. Or we can use large-scale works of art to the same end. Think of commissioning, or buying, good quality work from local artists.

The images also show how open plan workstation arrangements can create a more social and informal environment than that created by traditional screened areas.

We’ll look at the sort of workstation and chairswe want in Section 4 of these guidelines.


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Lloyd’s international officesThe office journeysummary

In this section of the document we have seen how,at each stage of the journey through the office, there are both general principles and issues of detail thatwe need to bear in mind when developing designs for our workplace environments.

The general principles for planning and visual organisation are focused on creating a more informal yet professional environment – a space that has a personal quality to it.

The detailed issues are principally focused on ensuring that the basic elements of Lloyd’s visual identity are used in a coherent and cohesive way across all of our international offices.

In the next section of the document we take a closer look at issues of visual style.


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Lloyd’s international officesplanning your spaceINTRODUCTION

REAL OFFICES 3.1 Madrid case study

3.3 Chicago case study


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Lloyd’s international officesPlannIng your spacemadrid case study

Looking at two recent Lloyd’s office schemes – in Madrid and Chicago – shows how the principles of the social forum can work. Both of these schemes were developed before the preparation of these guidelines, but their layouts can be developed to embrace this idea.

In Madrid, there are ideas on colour and imagery which we’ve taken forward into our design recommendations.

MadridThe Lloyd’s office in Madrid is striking and contemporary.

It uses a black and white image of the Lloyd’s building on a grand scale (it’s a wall, not a picture on a wall),to add drama. And it uses large colour panels to make a big impact.

This is, however, a local interpretation for Madrid and should not be adopted globally as an office scheme.


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Lloyd’s international officesPlannIng your spacemadrid case study – CONTINUED

The area highlighted in pink on the plan is the ‘common’ area of the Madrid office.

Looking from right to left it includes the reception area, a workstation with storage, a wall storage area, and a ‘hot-desk’ area for visitors.

It has the potential to become a real social forum.

Private facilities (two meeting rooms and the boardroom) sit around it.

And we could add other elements to make it even more of a social forum:

• Papers and magazines

• A link to lloyds.com on a computer

• Refreshments for visitors and staff

We’ll discuss furniture and the interior decorin section 4 of the guidelines.


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Lloyd’s international officesPlannIng your spacechicago case study

As we write, Chicago is in the process of taking ona new space.

This diagram shows how it’s been planned as a functional and very ‘corporate’ office space. Cellular offices and rooms are arranged around an open plan working area. All of these spaces are reached through a reception area, which is itself an enclosed room. This formal arrangement is a standard model for many businesses.

Rigid planning like this doesn’t allow space for amore relaxed relationship between the areas of an office. To convey our character, we need to look at ways of breaking down the barriers inherent in this office model.

Professional, informal and personalThink of an airline executive lounge, or a small boutique hotel. The spaces feel professional, but there are very few barriers between zones.

They create areas for quiet working, meeting and relaxing, by the clever use of space and furniture– like using screens, not walls.

These are design tools we can use in developingthe new Lloyd’s offices.


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Reception area‘Public’ space

Open plan officeSemi-private space

Cellular roomsPrivate space



Lloyd’s international officesPlannIng your spacechicago case study – CONTINUED

Developing the social forumIn this plan, we’ve opened up the reception so that it’s no longer a room, but part of a space that linksthe kitchen area, access to the boardroom and training room. It’s divided from the open plan office by a screen and not a wall, and from the kitchen bya screen that’s also a bar area for informal meetings, or for guests and staff to use the internet.

What’s the difference?There are still private areas, but the general office area is now one space made up of a number of different zones. These zones can be defined by the use of screens, changes in floor finish, furniture and lighting. We don’t need walls.

There are views across the spaces, linking the different areas, and different types of activity, to create a more interesting, diverse workplace.

How we can changeThe examples of Madrid and Chicago begin to illustrate how we can open up the space of our offices to create more informal environments.

Next, we’ll look at furniture, materials and the intelligent use of colour and visual imagery to makea difference to the look and feel of our workplaces.


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Reception area‘Public’ space

Open plan officeSemi-private space

Cellular roomsPrivate space



Lloyd’s international officesa NEW visual styleINTRODUCTION

a newvisualstyle

This section gives a visual direction for each office to use as a reference point in the development of their own working spaces.

4.1 Creating an interior style

4.3 Adding warmth and character

4.4 What furniture fits the guidelines?

4.5 Furniture style

4.6 Establishing a coherent style

4.7 Comfort and style

4.8 An extra something

4.9 Comfort and practicality

4.10 Function and style

4.11 Part of the family of elements


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Lloyd’s international officesA NEW visual styleCREATING AN INTERIOR STYLE

Our business is based on personal relationships, so that’s what our working environments should reflect.

For inspiration

We have cited airline lounges and ‘boutique’ hotelsas useful models. The best of these are understated, modern and yet very professional. They speak very quietly of high quality service in comfortable surroundings.

These are places where business is done in an informal setting, and they hark back to Lloyd’s own origin in a London coffee house.

How do they do it?

Every detail is thought through. Space planning, colour, lighting and a strong visual style guiding the choice of furniture and all materials are vital.

Colours and materials are used to create a calming, ‘neutral’ shell within which small areas of colour(the orange rug, the flowers) can have great impact. Use the examples here to guide you on the overall feel we’re looking for (but don’t follow them too literally: these aren’t our colours, for example).

It’s not just how things look, but how they work.We want to create different sorts of spaces, from formal to informal, so people can find the right space for the type of work, or meeting they need.


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Lloyd’s international officesA NEW visual styleCREATING AN INTERIOR STYLE – CONTINUED

The images on this page illustrate the feel we wantto achieve in the design of international offices for the corporation of Lloyd’s.

The style is modern and sophisticated, executedwith confidence and flair.

There are natural materials such as etched glass, wooden floors and stone. Background coloursare muted, and white is the predominant colour. Highlight colours are warm and are used in aspecific way.

Lighting is discreet, and used as an accent in the spaces. There are spotlights, wall-washers and standard lamps in place of generic and uniformoffice lighting.

The range of materials has been considered as a whole, so that furniture fabrics, wall colours, andfloor finishes all complement each other.

Books and files are well organised in shelf units,and accessories are carefully chosen.

Art is used to complement the interior palette, andis either large scale, or is grouped to give it a scale that works in the environment.


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Lloyd’s international officesA NEW visual styleADDING WARMTH AND CHARACTER

Once we’ve created a simple basic environment using white as a background, with neutral tones in the general floor finishes, we can then express our personality through the use of accent materials.

Naturals, neutrals and highlightsThese accent materials fall into three groups– naturals, neutrals and highlight colours.

The ‘naturals’ are the use of wood, stone and ceramic finishes in selected areas of flooring and the furniture materials.

The ‘neutrals’ are for use of upholstery fabricsin tones of colour, from greys through to stone and taupe, that will add to the overall elegance of the environment. These form part of the ‘background’ ambience of the workplace.

Then we can make a limited use of ‘highlight’ colours to create visual excitement in the environment.We do this by using colour on certain wall panelsand in furniture fabrics.

What does this look like in practice?The use of highlight colours within a predominantly neutral environment can have a dramatic impact.

It creates an environment that is softer, more informal, and more pleasant to work in and visit, while still professional.


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Naturals

Neutrals

Highlights



Lloyd’s international officesA new visual stylewhat furniture fits the guidelines?

The style of the new Lloyd’s brand is simple, direct and modern. You can see it in the graphic style of the new brand. We can get an environmental expression of the same thing using furniture that’s classic in its styling, but with a twist that makes it contemporary.

Think of the Paul Smith approach to men’s suits– classic style with a new interpretation. Constant originality.

The following pages show examples of the typeof furniture we could use to modernise the Lloyd’s brand and create compelling workplaces.

There are contact details for some of the suppliers illustrated on these pages at the end of this document.


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Lloyd’s international officesA new visual stylefurniture STYLE

Seating in reception areas should be based on individual seats. The examples illustrated on this page all have a common feel. They are all modern classics, with organic shapes.

They represent the type of furniture we’re after:clean lines, simple shapes and a light construction.

The chairs shown here are available in a wide variety of finishes. These ranges of chairs in a similar stylelet each office have flexibilty in what they choosefor the design of their own particular workplace, while making sure our offices feel part of the same family.


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Lloyd’s international officesA NEW visual styleESTABLISHING A COHERENT STYLE

All of the furniture on the next few pages is modern, simple, elegant and unfussy. Many pieces are design classics.

These examples are shown to help give you a clear visual idea of the right style for furniture. The suppliers’ details for these are included at the endof this document, but these examples are intended for guidance only – they are not prescriptive.

What to avoidLook back at the photographs of Lloyd’s existing office interiors, and compare them to the items illustrated in these pages.

Avoid furniture that is typically ‘corporate’. Black leather and polished chrome furniture does not fit with the new Lloyd’s brand image.


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Lloyd’s international officesA new visual styleCOMFORT AND STYLE

The chairs illustrated at the top of the page are from Eames Aluminium range, and are a classic meeting room chair. The other chairs are newer designs from Vitra that are both very stylish and comfortable.

A family of elementsThe chairs all have a common look and feel.

When you’re thinking of furniture choices for your own workplace, try to create a ‘family of elements’, whether the chairs are in reception areas or private offices.

Building the bigger pictureFew offices will be in a position to change their furniture all at once, so consider a step by step approach. Think of what you want, and draw upa schedule. Then buy pieces as your budget allows.

If you can change all your furniture as part of a re-design of your workplace, even better. In either situation, submit your proposals to the Lloyd’s Brand Strategy team for comment and approval.

Contact details are at the end of this guideline document.


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Lloyd’s international officesA new visual styleAN EXTRA SOMETHING

The bulk of your furniture choices will naturally be based on your immediate functional needs. However, think how a special piece of furniture can add real interest to a space.

The chairs illustrated on this page are all designedby Charles and Ray Eames and are sold worldwide through Vitra. They range from the extremely functional and durable meeting room chairs shown on the top left, to the more fanciful chaise and rocking chairs.

The latter may not be first on your shopping list.But you could use one or two pieces like these toadd interest to our interiors.


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Lloyd’s international officesA new visual styleCOMFORT AND PRACTICALITY

You probably spend most of your working day in the chair at your desk, so it’s important to pick one that’s healthy and comfortable.

Chairs should have adjustable backs, armrests and seating heights, and many of these requirements are now laid down in legislation for the workplace.

The chairs illustrated on this page have been designed with all of these requirements in mind.

Again, they form part of the family of elements that we are creating for Lloyd’s. A wide range of finishes means versatility and flexibility in the choiceof design.


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Lloyd’s international officesA new visual stylefunction and style

Workstations clearly need to satisfy all of the functional requirements of your everyday working life.

But they also need to satsify the visual requirements we’ve talked about, to create a coherent visual expression of the new Lloyd’s brand.

Professional but informalThe workstations on this page are a range of modern furniture options that meet the highest ergonomic standards, and share a common visual language with all the other furniture elements.

All of these ranges are made up of integrated elements that allow for numerous configurationsof the system, so that any specific requirements for screens, privacy and storage can be met.


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Lloyd’s international officesA new visual stylePART OF THE FAMILY OF ELEMENTS

Tables should feel part of the same ‘visual family’as your chairs.

Those shown here are from a variety of different manufacturers, but they all share the same simple, modern aesthetic.

Although many furniture ranges will include chairs and tables in the same range, you can still mixand match elements from different ranges to createa strong visual family.


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Lloyd’s international officesTHE DETAILSINTRODUCTION

accessories This section shows a choice of glassware, ashtrays, ceramics and other office accessories that all have a role to play in the overall effect.

5.1 Cutlery

5.2 Glassware

5.3 Crockery

5.4 Vases

5.5 Miscellaneous items

5.6 Summary


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Lloyd’s international officesthe detailscutlery

Looking at the detailsWe’ve looked at the general office environment,and how to create a modern workplace that communicates the values of the revitalisedLloyd’s brand.

We also need to think about smaller scale elements that can help to reinforce our simple, modernvisual style.

Cutlery designsHere are a few examples of cutlery ranges that share the same visual language as our furniture.

The styles range from a ‘classic modern’ to pieces that are more contemporary in their design, butthey all express the brand values that we wantto communicate.


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Lloyd’s international officesthe detailsGlassware

Developing the themeThe glasses on this page are all simple and modern.

Some even use organic shapes that echo the formsof some of the chairs that we looked at earlier in this guideline document.

Sourcing glasswareThere are so many companies that produce simple and elegant glassware that it would be impossibleto list particular suppliers.

The glasses illustrated here are actually from Habitat, the UK retailer with a large European network,but similar ranges are available, from stores likeCrate & Barrel in the USA.

You could spend a lot of money buying high quality glassware! But these illustrations show that simple and modern glassware can be bought at highstreet prices.


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Lloyd’s international officesthe detailscrockery

Simplicity of form

Here’s a variety of tableware which is right for the new Lloyd’s brand. All of the pieces are plain white, with simple forms and clean lines.

Whether pieces are high quality porcelain or more plain earthenware or stoneware, the forms should always be elegant and restrained.


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Lloyd’s international officesthe detailsvases

Decorative elementsSo far we’ve largely focused on the main functional needs of the workplace. But you may want other, more decorative, elements in your working environment. These add value to the environmental experience, but need to be considered as a partof the overall design.

Making choicesWhen choosing decorative elements for your workplace, use the same principles that have guided the choice of everything else in this document– simple and modern.

The vases on this page have been chosen to fit our overall philosophy. Some are patterned, but the patterns are modern, and the forms of the objectsare defined by their clean lines and sensuous shapes.


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Lloyd’s international officesthe detailsmiscellaneous items

Do we need to consider the designof all elements?The simple answer is yes. After all, you wouldn’t wear to work the first thing to hand in your wardroble.Our interiors say as much about Lloyd’s as what you wear says about you and your personality.

Miscellaneous itemsWe can’t cover everything found in the workplace. But the same principles always apply, whatever you’re looking for. Whether it’s a cafetière, a corkscrew or an ashtray, you just need to ask three simple questions:

• Is the design modern?

• Is it simple, and pure in its form?

• Is it elegant and professional?

The items illustrated on this and previous pages all feel like ‘classics’. They’re timeless, and that reflects the constancy of Lloyd’s. It is hard to see what you could add or take away from the design without drastically affecting the look and feel of the product. The designs have been reduced to their essence.

Yet they are not run of the mill. How a function is met, or how a material is used, has helped to bring originality into all the designs.


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Lloyd’s international officesthe detailssummary

All of the examples of accessories that we have reviewed in this section have been characterisedby their simple, modern and functional qualities.

As you develop the designs for your offices it is important to bear in mind that the choice of small elements, such as accessories, has a big part to play in the overall perception of the office environment.

Small touches do matter and so you should always consider each choice that you make.


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lloyd’s international officessuppliers’ contact details


Stelton A/SChristianshavns Kanal 41406 Copenhagen KDenmark

Telephone +45 39 62 30 55Fax +45 39 62 23 50email [email protected] nr. 46064712www.stelton.com

ArtekHelsinki Head OfficeEteläesplanadi 1800130 HelsinkiFinland

Telephone +358-9-613 250Fax +358-9-6132 5260www.artek.fi/en/contact.html

Georg Jensen A/SSondre Fasanvej 72000 FrederiksbergDenmark

Telephone +45 38 14 98 98Fax +45 38 14 99 70email [email protected]

Fritz Hansen20-22 Rosebery AvenueClerkenwellLondon EC1R 4SXUnited Kingdom

Telephone +44 207 837 2030Fax +44 207 837 2040email [email protected]

BeneSchwarzwiesenstr. 3A-3340 Waidhofen/Ybbs

Telephone +43-7442-500-0Fax +43-7442-500-3380email [email protected]

BuloIndustriezone Noord B6B-2800 MechelenBelgium

Telephone +32 (0) 15 28 28 28Fax +32 (0) 15 28 28 29email [email protected]

OrangeboxPenallta Industrial Estate Hengoed Mid Glamorgan CF82 7QZ

Telephone +44 (0)1443 816604Fax +44 (0)1443 816638email [email protected]

Rexite S.p.A.7 Via EdisonI-20090 Cusago (Milano)Italy

Telephone +39 029 039 0013Fax +39 029 039 0018www.rexite.com

Wilkening + Hahne GmbH + CoFritz-Hahne-Straße 8D-31848 Bad Münder

Telephone +49 (5042) 999-0Fax +49 (5042) 999-226email [email protected]

OrreforsSE-380 40 Orrefors

Telephone +46 (0) 481-340 00Fax +46 (0) 481-304 00email [email protected]

Hitch Mylius LimitedAlma House301 Alma RoadEnfieldMiddlesex EN3 7BBUnited Kingdom

Telephone +44 (0) 20 8443 2616Fax +44 (0) 20 8443 2617email [email protected]

Kartell S.p.A.Via delle industrie 120082 Noviglio MIItalia

Telephone +39 02 900121Fax +39 02 90091212email [email protected]

Artemide Italia – MilanoCorso Monforte 1920122 Milano

Telephone 02/76006930Fax 02/794039email [email protected]

LammerhultsLammhults Mobel ABBox 26Växjövägen 41Sweden

Telephone +46 472 269500Fax +46 472 260570

Vitra GmbHCharles-Eames-Strasse 2D-79576 Weil am Rhein

Telephone +00 800 22 55 84 87Fax +49 7621 702 3242www.vitra.com


mailto: [email protected]











http://www.stelton.com

http://www.artek.fi/en/contact.html

http://www.georgjensen.com

http://www.fritzhansen.com

http://www.vitra.com

http://www.artemide.com

http://www.bene.com

http://www.bulo.be

http://www.orrefors.com

http://www.hitchmylius.co.uk

http://www.kartell.it

http://www.orangebox.com

http://www.rexite.com

http://www.wilkhahn.com


lloyd’s international officesfurther information

NEED HELPOR WANT TOPROVIDE SOMEFEEDBACK?

To give us feedback, share information or get answers to questionsabout the Lloyd’s brand, please contact:

Nileema AllerstonBrand Development and Protection ManagerLloyd’s Brand StrategyLloyd’s One Lime StreetLondon EC3M 7HA

Telephone +44 (0)20 7327 5015Fax +44 (0)20 7327 5229

or email [email protected]




Documents

Lloyds Intl Offices Brand Guidelines 06