Lloyds Market Brand Guidelines 06

8/3/2019 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
http://fullscreen/http://fullscreen/http://www.lloyds.com/


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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


Also reporting on activities

outside of Lloyds4.4 Principles for use Inside pages


4.6 Exception

Websites

Reporting on activities

wholly within Lloyds


5.2 Principes applied

Also reporting on activities

outside of Lloyds5.3 Principles for use


Presentations



Further information

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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


Telephone +44 (0)20 7327 6556 Fax +44 (0)20 7327 5926

Email [email protected] www.lloyds.com

Ju

lian T JamesDirector Worldwide Markets


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


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


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


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


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


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


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


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)


TABP_UW_100mm_KTABP_UW_100mm_RK

Bleed artwork*TABP_UW_100mm_BLEED_KTABP_UW_100mm_BLEED_RK


!

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)


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


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


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


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


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


THE LLOYDS MARKET


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.


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THE LLOYDS MARKET

STATIONERY

INTRODUCTION

BUSINESS CARDS

AND LETTERheads




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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


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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



Also reporting on activities outside of Lloyds



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.


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



Also reporting on activities outside of Lloyds




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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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!


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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.


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.




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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]
http://fullscreen/http://print/http://goback/http://prevpage/mailto:%[email protected]:%[email protected]:%[email protected]:%[email protected]:%[email protected]:%[email protected]:%[email protected]:%[email protected]:%[email protected]:%[email protected]:%[email protected]://prevpage/http://goback/http://print/http://fullscreen/http://www.lloyds.com/

Documents

Lloyds Market Brand Guidelines 06