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guidelines
Tools to help you use our
corporate identity Effectively
These guidelines are 100% practical. If you read them carefully, then
apply them consistently, all the materials you produce will reflect and
reinforce the distinctive essence of Lloyd’s . . .
Constant
originality
Before we get down to business, let’s just briefly remind ourselves why those
two words encapsulate what makes Lloyd’s different:
• Constant - evokes our long history and sense of tradition; our good faith
and security; and our worldwide reputation for honouring our word.
We hope you’ll find everything you need to help you achieve your communication
aims in the following pages. But if you do have any queries or concerns, please
don’t hesitate to contact Lloyd’s Marketing team.
01 The Lloyd’s brand mark 1.2 ‘Bleed’ version 1.5 Minimum clear space
1.0 Overview 1.3 Primary position 1.6 Sizing and positioning
1.1 The components 1.4 Standard and small versions
02 The Arms of Lloyd’s 2.2 Positive and negative versions 2.5 Explanatory copy versions
2.0 Overview 2.3 Colour versions 2.6 Sizing and positioning
2.1 Role 2.4 Standard, small or basic
05 Imagery 5.2 Portraits 5.5 Risk insured 5.8 Metaphors – the principles
5.0 Overview 5.3 Groups of people 5.6 The Lloyd’s building 5.9 Illustration
5.1 Principles 5.4 Events 5.7 Around Lloyd’s
06 Applications & Sub-brands 6.2 Stationery 6.5 Lloyd’s 360 Risk Insight 6.8 Lloyd’s Exchange
6.0 Overview 6.3 PowerPoint® presentations 6.6 Lloyd’s Community Programme 6.9 External subsidiary brand marks
6.1 Publications 6.4 Word and Excel templates 6.7 Lloyd’s Patriotic Fund
are these
Separate guidelines are available for:
• The Lloyd’s market (managing agents)
• Lloyd’s brokers
• Lloyd’s coverholders
guidelines
• Lloyd’s service companies
• Lloyd’s agencies around the world
• Projects sponsored or supported by Lloyd’s
for?
• Other stakeholders
For all master artworks and a helping hand, contact Lloyd’s Marketing.
They are to help us ensure that the way we present Lloyd’s is always:
Lloyd’s visual identity has six key elements. When applied consistently and
in the correct way, they will create a powerful and distinctive look for Lloyd’s.
1. Brand mark
SANSA Vectora
Arial
LLOYD’S
4. Imagery 5. Colour palette
Caslon
3. Typography
brand basics
In terms of ensuring clarity and 1.1 The components
consistency, nothing is more 1.2 ‘Bleed’ version
important than the correct use of 1.3 Primary position
right.
our brand mark. Its two inseparable 1.4 Standard and small versions
components - the logotype and the 1.5 Minimum clear space
tab box in which it always appears 1.6 Sizing and positioning
- are the cornerstone of our identity;
the solid foundation on which
distinctive communications can
be constructed.
Primary position (locked to top edge) eg report cover Primary position Exception positioning
Whenever possible lock the In cases where the Lloyd’s brand mark
Lloyd’s brand mark to the top cannot be locked to the top edge (eg
edge of the application (see left). in desktop printed items where the
print margins might result in cropping
For guidance on the consistent of the top of the brand mark) you may
sizing and positioning across a range use the position shown below as an
of page formats, see page 1.6. ‘exception’, which allows the brand
mark to appear in full. In this case
you will need to use the non-bleed
version of the brand mark.
agenda
Venue Room 3
Each of the size versions has been Where this is the case, proofing
specially drawn and neither is stages will help to determine the
interchangeable with the other. most suitable version for optimum
reproduction of the brand mark.
25mm
minimum
Distracting elements
in clear space area
0.5x
x = height
0.5x 0.5x of tab
0.5x
reminder of
Lloyd’s is a modern 21st century 2.1 Role
institution, but our long history and 2.2 Positive and negative
rich sense of tradition remains a versions
what makes
hugely valuable asset. Our coat of 2.3 Colour versions
arms, used with the utmost care 2.4 Standard, small or basic
within our communications, is an 2.5 Explanatory copy versions
attractive and highly effective visual 2.6 Sizing and positioning
lloyd’s
device for linking past and present; a
symbol of both change and continuity.
unique.
2.1 role
The Arms should not be seen in the The Arms should not be used
same line of vision as the brand mark as a decorative element
Lloyd’s
strategic PLAN key messages
Three-year 2009–2011
and 2009 annual plan
15mm
minimum
25mm maximum
Since merchants
first met to insure Three size versions have been
their ships at Edward created (see left). Each has a
Lloyd’s coffee shop
over 300 years ago, different number of words per line
nearly every aspect so that the text does not become
of the way we do
business has changed. too small to read when scaled down
But one constant is
the bold confidence
to the slimmest column width. The
proclaimed by our version for use at A6 and below uses
motto, reflected
in both our unique
the small-use version of The Arms
appetite for risk of Lloyd’s. Always ensure the correct
and our worldwide
reputation for version is used for the size of page
settling valid claims. you are working with.
= edge extends further than this
7mm
appetite for risk and our
worldwide reputation
are for key publication sizes. These the same position, but without the
for settling valid claims.
20mm
centred
62mm Distance from top of page
Width of to bottom of Arms
Arms of
4mm Since merchants
Page size/format Lloyd’s portrait landscape
first met to insure
their ships at Edward
Lloyd’s coffee shop
colours,
Colour can bring communications 3.1 Black and white
to life. Our bold and confident brand 3.2 Colour palette
palette - consisting of eight shades in 3.3 Colour specifications
one aim,
addition to black and white - ensures 3.4 Colours on black
that Lloyd’s communications will be backgrounds
as distinctive as they are impactful. 3.5 Colours on white
backgrounds
maximum
3.6 Coloured backgrounds
3.7 Colours for graphs
impact.
Lloyd’s
Communications Manager Marketing Manager
Key Messages is a tool designed to help everyone who 020 7327 6096 020 7327 6964
communicates about Lloyd’s, from PR practitioners and Bart Nash
marketing experts to CEOs and Directors. It offers a set Media Relations Executive
of external messages to help us communicate more 020 7327 6272
consistently and effectively about Lloyd’s - who we are,
Marc Charlton
key messages
what we do, and what distinguishes Lloyd’s in the
how to use it
Key Messages can be used for speech and presentation
writing, marketing materials, with customers, and in
Black is the visual anchor colour legibility and readability of small text
• Lloyd's does business in more than 200 countries
and territories worldwide.
ON-LINE
www.lloyds.com/keymessages
Lloyd’s One Lime Street London EC3M 7HA Telephone +44 (0)20 7327 1000 Fax +44 (0)20 7626 2389 www.lloyds.com
wisely for emphasis and pace.
Inside
GOT SOMETHING TO SAY? PREMISE
Terrorism, climate change, increased litigation, energy security, technological change, and AGILITY
Terrorism, climate change, increased litigation, energy security, stock market volatility. These risks and all their potential consequences are making the world
technological change, and stock market volatility. The increasingly insecure. Insurance against such risks is ever more important if businesses are to
escalation of these risks and their potential consequences are continue to operate and world economies to flourish. Lloyd’s is responsive and agile in an
making the world increasingly insecure. In this environment, ever-changing environment
insurance is critical if businesses are to operate and world So where does Lloyd’s come in? As a market of 80 competing businesses, Lloyd’s structure enables it
economies to flourish. So where does Lloyd’s come in? Lloyd’s to respond quickly to evolving customer needs. Competition in the
is trusted to insure the world’s toughest risks. marketplace ensures that customers receive high value solutions.
Specifically Lloyd’s:
• has a relentless appetite for new, complex and difficult risks;
Lloyd’s is trusted to insure the world’s toughest risks As an industry leader, Lloyd’s takes a stand on the issues which
matter to the industry. For example, Lloyd’s advocates harmonisation
of global regulation to reduce trade barriers and raise standards, in
• unique combination of underwriting expertise and intuition
particular creating a level playing field between US and European
makes it the market for specialist risk; HOW? insurers. Lloyd’s has also created its 360 Risk Project with one aim: to
• responsive and agile in an ever-changing environment; and generate discussion on how best to manage risk in today’s business
environment. By tapping into the concentrated expertise and
• is dependable. knowledge within the Lloyd’s market – and bringing together the
RISK TAKING EXPERTISE & INTUITION AGILITY DEPENDABILITY views of experts from the insurance industry and the wider business,
political and academic worlds – the project aims to stimulate
Lloyd’s has a relentless appetite for new, Lloyd’s unique combination of underwriting Lloyd’s is responsive and agile in an Lloyd’s is dependable practical, thought-provoking discussion about the issues that matter.
RISK TAKING complex and difficult risks expertise and intuition makes it the market ever changing environment
for specialist risk Through the project, Lloyd’s has produced a number of reports on
wide-ranging topics including climate change, terrorism and liability.
Lloyd’s has a relentless appetite for new,
complex and difficult risks Lloyd’s is leading the drive to improve industry service standards
HOW? HOW? HOW? HOW? through radical business process reform. It is improving service
The Lloyd’s market is a pioneer in developing bespoke insurance standards and cost efficiency through its work with the Market
solutions to address new, complex and difficult risks. Its appetite for Reform Group [MRG].
risk is backed by an unrivalled pool of underwriting expertise, enabling
underwriters to devise tailored and innovative solutions to meet the Lloyd’s is encouraging businesses to elevate the management of
needs of Lloyd’s customers around the world. risk at the board level, so they are prepared to meet the risks of the
INNOVATION/ ENTREPRENEURS RELATIONSHIPS SPECIALIST BREADTH EXPERIENCE STRUCTURE TAILORED OPINION-LEADER SECURITY STANDARDS PERFORMANCE GOOD FAITH 21st century. In our own industry, Lloyd’s has emphasised the
In the entrepreneurial climate of the Lloyd’s market, underwriters PIONEERING importance of disciplined underwriting, encouraging insurers to
have the autonomy and flexibility to make decisions on insuring large Lloyd’s businesses are led Lloyd’s brokers draw on Lloyd’s is a leader in Dynamic and diverse Lloyd’s significant Because Lloyd’s is a Lloyd’s underwriters excel As an industry leader, Lloyd’s security offers As an industry leader, In September 2008, Lloyd's Lloyd’s has an outstanding manage the cycle.
or difficult risks. At the same time, Lloyd’s brokers draw on their Lloyd’s is a first mover by entrepreneurs with their knowledge of the specialist insurance. market contributes to underwriting expertise market with 80 competing in devising tailored, Lloyd’s has an influential confidence to Lloyd’s works to raise the reported a half year profit reputation for paying
knowledge of the market and long-standing relationships with into new, big, complex vision and courage who market and long-standing Lloyd’s expertise. leads to informed businesses, it can respond innovative solutions for voice on a variety capital providers and overall standards of of £949m2. valid claims.
underwriters to get the right cover for risks that are often complex or and unusual risks. thrive on risk. relationships with Lloyd’s tackles risks that risk taking. readily to changing complex risks. of key issues to shape policyholders. the industry.
unusual. Since Lloyd’s brokers and underwriters negotiate directly, underwriters to get cover many other insurers are Lloyd’s client base is customer needs. the agenda. In 2007, Lloyd’s reported Lloyd’s ‘Chain of Security’ DEPENDABILITY
they are able to make swift decisions and tailor policies for customers Lloyd’s has a track Lloyd’s underwriters excel for risks that are often unequipped to take on. global: it insures 90% of Lloyd’s appetite for risk is Lloyd’s is able to meet Lloyd’s has a high quality Lloyd’s continues record profits is designed to ensure that
to a degree that other companies are unable to do. record for innovation in devising innovative and complex or unusual. FTSE 100 and 93% of tempered by long Immediate access to new and changing Lloyd’s advocates a and diverse capital base. to improve its risk of £3.8bn3. valid policyholder claims Lloyd’s is DEPENDABLE
Lloyd’s appetite for risk stretches back to its origins over 300 years second to none. tailored solutions for Lloyd’s underwrites a wide Dow Jones companies. experience which means it empowered underwriters customer demands. change to US regulatory management framework, can be met.
Lloyd’s strong and stable ratings, financial performance and history of
ago when merchants sought to protect their ships and cargo. Since complex risks. Lloyd’s brokers and range of businesses and is a responsible risk-taker. means fast decisions. rules for foreign insurers In recent years, while for example, its Central assets at highest
good faith regarding claims payment offer confidence to our capital
then, Lloyd’s has insured a wide range of other types of risk including Lloyd’s creates the ground underwriters negotiate projects internationally, Lloyd’s has global reach Access to expert to allow them to compete many others in the sophisticated set of level for over a decade. Lloyd’s believes in providers and policyholders. Our priority is to build on these strengths
oil rigs, underground transport networks, airlines, and pharmaceutical rules for others to follow Lloyd’s entrepreneurial directly which means eg. oil rigs, transport and local depth: it does Lloyd’s name and the Competition in the underwriting talent more fairly with reinsurers industry Realistic Disaster protecting customer by reinforcing strong financial performance across the cycle, and by
companies, to name just a few. The Lloyd’s market is quick to take by pioneering new risks culture creates autonomy swift answers. networks, airlines and business in more than concentration of talent marketplace ensures that combined with the choice in the US. have been downgraded, Scenarios. Lloyd’s has a combined relationships rather than ensuring that the businesses in the market are focused on disciplined
advantage of opportunities in new markets, which means customers and markets. and flexibility to make personal lines. 200 countries and attract top underwriting customers receive good available in the Lloyd’s ratings have ratio of 84%, which quibbling. underwriting.
all over the world can access insurance from Lloyd’s. innovative decisions on Relationships engender territories. and broking staff. value solutions. marketplace allows Lloyd’s believes remained strong Lloyd’s has established compares favourably with
This will enable Lloyd’s to deliver strong returns to capital providers
large or difficult risks. trust, making it easier for brokers to offer international tort reform is A.M. Best ‘A’ (Excellent) clear standards and an estimated average of Lloyd’s has a track record and security to those who trust Lloyd’s with their risks. In the longer
underwriters to assess Lloyd’s subscription Concentration of talent in Lloyd’s extensive individual policies at critical to ending the S&P ‘A+’ (Strong), Fitch controls over market 94% for US property and of over 300 years of claims term, it will help Lloyd’s minimise the worst effects of the insurance
Entrepreneurial businesses complex risks, and market means that large the market means that international network competitive prices. compensation culture. Ratings ‘A+’ (Strong). entry, exit and behaviour. casualty insurers, 95% for payments. cycle.
thrive at Lloyd’s. enabling brokers to get and complex risks can be some of the best brains in allows fast access to US re-insurers, 96% for
EXPERTISE & INTUITION more business placed. placed quickly and the business are evaluating insurance at Lloyd’s. Lloyd’s is leading the Lloyd’s ‘Chain of Security’ Lloyd’s requires disciplined European insurers and Lloyd’s expert risk
In recent years, while many others in the industry have been
downgraded, Lloyd’s ratings have remained strong A.M. Best ‘A’
efficiently. and commenting on drive to improve industry provides security to business planning from all re-insurers, and 85% for management means (Excellent) S&P ‘A+’ (Strong), Fitch Ratings ‘A+’ (Strong)4.
Lloyd’s unique combination of clients’ risks. service standards through Lloyd’s policyholders, and its businesses to optimise Bermudian insurers and its robust businesses
Lloyd’s considers that risk management is critical in maximising the
underwriting expertise and intuition Diverse marketplace radical business includes approximately performance across reinsurers. can meet claims.
performance of the market. Lloyd’s takes a holistic approach to risk
offers greater choice of process reform. £1.95bn in central assets. the cycle.
makes it the market for specialist risk management through the identification and management of the key
provider at Lloyd’s is committed to
risks that affect the Lloyd’s market as a whole, managing agents and
Lloyd’s is a major player on the global insurance stage, and is a leader competitive prices. Lloyd’s is encouraging Risks spread across Lloyd’s market is closely cutting the costs of doing the syndicates that they manage. Lloyd’s also uses a sophisticated set
in specialist insurance. Lloyd’s tackles risks that many other insurers the industry to focus on syndicates means greater supervised internally and business on an of Realistic Disaster Scenarios which enables Lloyd’s to evaluate
are unequipped to take on. disciplined underwriting security for policyholders. regulated by the FSA. ongoing basis. catastrophic exposure at both syndicate and market level. Lloyd’s
The Lloyd’s market is dynamic and diverse, offering a wide choice of for continuous high continually works to improve this framework.
insurance at competitive prices. 90% of FTSE 100 and 93% of Dow 1. FTSE 100, Dow Jones, and Xchanging, January 2008. performance. Lloyd’s is committed to
Lloyd’s has an outstanding reputation for paying valid claims,
Jones companies are insured at Lloyd’s.1 The market does business in 2. Lloyd's Financial Results, September 2008. sustaining high financial protecting customer relationships rather than quibbling. All premiums
over 200 countries and territories worldwide. 3. Lloyd’s Financial Results, April 2008. Lloyd’s created its 360 Risk and operating performance paid by policyholders are held in premium trust funds which are used
4. ‘A’ (Excellent) rating affirmed by A.M. Best July 2008. ‘A+’ (Strong) rating Project to generate across the cycle. to meet claims when they arise. Lloyd’s ‘Chain of Security’ is designed
Lloyd’s name and the concentration of talent in the market attract top affirmed by Standard and Poor’s July 2008. ‘A+’ (Strong) rating affirmed discussion on how best to to ensure that valid policyholder claims can be met, providing security
underwriting and broking staff, so some of the best brains in the by Fitch Ratings August 2008. manage risk in today’s to Lloyd’s businesses and policyholders in the event of disaster.
business are evaluating and commenting on clients’ risk needs. 5. As at 1 May 2008. business environment, by Central assets stand at approximately £1.95bn.
tapping into the
concentrated expertise
and knowledge within the
Lloyd’s market.
R255 G153 B0 FF 99 00
Pantone 682C Pantone 676U C25 M86 Y10 K28 C9 M100 Y12 K32 R222 G204 B18 E0 DB 6E
R158 G169 B 0 9E A9 00
magenta can be
used on black with purple should not
white for emphasis be used on black
Small type must be white.
green can be
yellow
used on white with
should not be
black for emphasis
used on white Small type can be black or green.
1,000
can be accessed from the datasheet below. Tints can be used where
% by using the Lloyd’s menu and necessary, eg in two colour printed
Use of technology to better collect
and manage data and records
13
76
500
selecting ‘Adjust Chart Colours’. applications. Care should be taken
63
0 04 05 06
† The aggregate value of central assets of the Corporation for solvency purposes at 31 December 2008,
07 08 The preferred order of colours for to vary the tone of adjacent
11
Errors and omissions insurance
32
43
excluding the subordinated debt liabilities, including the callable layer.
graphs is shown below. colours sufficiently that they
0 10 20 30 40 50 60 70 80 90 100
2008
Corporation & Central Fund net assets
£
xx
don’t visually merge together.
% difference % who regularly practise Syndicate Loans xx
% who consider approach effective
Callable layer xx
Subordinated debt issued 2004 xx
Subordinated perpetual securities issued 2007 xx
Solvency deficits xx
Graphs for office use created using the Lloyd’s Chart Formatting Wizard in Excel
130
2 ,0 5 4
2,000
1 ,8 5 0 Syndic ate loans
1 ,6 6 3
Subordinated tier 1 debt
is s ued 2007 110
1,500
1 ,3 2 6 Subordinated tier 2 debt
is s ued 2004
95 95 96
93 94 94
C allable layer
1,000 90 86
83 84 85
C orporation & C entral
F und as s ets
0
2003 2004 2005 2006 2007 50
Sourc e: Soc iety of Lloy d’s f inanc ial s tatem ents 1) C allable lay er c alc ulated at 3% of m ark et L lo y d 's U S P /C In d u s t ry (i ) U S R e i n s u re rs (i i ) E u ro p e a n B e rm u d i a n
c apac ity
(R e )In s u re rs (i i i ) (R e )In s u re rs (i i i )
2) Solv enc y defic its are the aggregate s hortfall in
m em bers as s ets agains t liabilit ies
2003 2004 2005 2006 2007
Good market performance and innovative financing have built Sources i) Insurance Information Institute estimate, ii) Reinsurance Association of America,
iii) Company data (8 European companies: 15 Bermudian companies)
central assets to record levels.
TAGE
P R OS
T R E
L E TE A
DE
Divider pages
to be printed
separately
Typography
that’s
To help us communicate the unique 4.1 Headline typeface:
character of Lloyd’s, we’ve developed Sansa Lloyd’s
our own bespoke headline typeface 4.2 Primary typeface: Vectora
uniquely
(Sansa Lloyd’s). But our three 4.3 Office use typeface: Arial
supporting typefaces, when used 4.4 Editorial typeface: Caslon
correctly, also play an important role in
maintaining a consistent ‘look and feel’.
lloyd’s.
ABCDEF
Sansa Lloyds typeface
GHIJKLM
Sansa Lloyd’s is a ‘headline font’ (see the left and table below) and
of just capital letters. There are no never use below 10pt in size.
lower case letters. This alphabet
has been specially created to be To alter leading/line spacing in Word:
typeset in the sizes and spacing for highlight text, go to the Format menu
NOPQRS
Lloyd’s. It should never be distorted and select Paragraph, then the value
or modified in any way. It should (eg ‘16pt’ in the ‘At:’ box, ensuring line
only ever be used in Lloyd’s brand spacing is set to "exactly").
colours or black.
Never allow Sansa Lloyd’s to be used
TUVWXY
Using Sansa Lloyd’s at a size and/or colour which restricts
Sansa Lloyd’s must only be used the legibility of the message (see
sparingly and effectively. Its role is examples in sections 3.4 to 3.6).
to capture and convey headline
messages to our audiences. It should Sourcing the Sansa Lloyd’s typeface
Z123456
never be used as body text. You can obtain Sansa Lloyd’s in a
number of font formats by contacting
Correct leading/line spacing Lloyd’s Marketing.
Font size Leading/line spacing Incorrect character and line spacing example
7890
14 pt 13 pt
This example shows
Sansa Lloyds should be used 18 pt 16 pt
on a tracking of -25 INcorrect character
21 pt 19 pt
and line spacing
24 pt 22 pt
(.,:;’”><!?¿¡@&*)[$¢€£¥] 36 pt
48 pt
33 pt
44 pt
Incorrect use of Sansa Lloyds as a text size
™ª›‹¼½¾†‡
(SEE COLOUR LEGIBILITY TABLES ON PAGES 3.4 TO 3.6)
72 pt 65 pt
ANNUAL LEAVE With FLEX, you can vary the amount of Annual Leave you take during the year.
This may appeal for many reasons. For example, you may want to buy extra days for
a special holiday. Conversely, if you rarely use all your annual entitlement, it may suit
you to sell some days for extra cash or other benefits
• Taking great care to make sure that language in any widely perceived as having benefited the West to the detriment • If you sell Annual Leave, you could pay more tax and more National
formal documents or statements is used sensitively, of Islamic societies. Companies operating overseas can help to Insurance Contributions.
for example by avoiding references to “war on terror” or similar lessen this impression by:
phrases which may resonate badly with Islamic communities.
• Recognising that globalisation produces losers as well
• Engaging in local community projects aimed at as winners, while bringing enormous benefits, it can have a
combating the Al-Qaeda message. The Department of dislocating effect on communities. Where possible companies
Communities and Local Government (DCLG) has begun to should attempt to help mitigate some of this impact on
implement a national counter-radicalisation strategy which the ground.
recognises the diversity of the UK’s Islamic population and
seeks to encourage local initiatives which take account of local • Displaying appropriate sensitivity to local cultures
differences. They are able and willing to provide the business and demonstrating a readiness to adapt.
community with advice on how to engage in such initiatives
and with whom. And they will provide training courses to help • Showing communities that companies can be 15
business understand the complexities of the Islamic community. responsible stakeholders whose presence provides visible
benefits for local communities.
agenda
Your department 19 June 2005
Circular Name
Meeting title This is the meeting title
Main headings are 20pt Arial. Sub headings and introduction text are 10/14pt Arial Bold. This Venue Room 3
template is used for a specific subject or department. Content should be information/advice
rather than promotional based. From Your name here (extn 1234)
Ut ute magna conse te dio er ip eu faccummodo con vulla commodiam, sis nulluptat vent lum iustrud CC CC 1 Department/Company Job title
magna con utat. Duis non heniscin henibh endre ea faccumsan vel ipit in henismo loreetu CC 2 Department/Company Job title
mmoloboreet pratie volor ing enim iliqui el erciniam in ullutpatem iustrud exero del eugait luptatu CC 3 Department/Company Job title
msandipit vel digna feuis augait, quipit adiatum iustisi. CC 4 Department/Company Job title
CC 5 Department/Company Job title
Sample sub heading
Lent ad tat, si eumsandre exercid uiscipis dolesto et lan ut aliquis modolor ipisis nonsequ ipsuscincil
Sample heading
ea acidunt pratie magna faciduisl utpat irit vel duis alit iurem dolesti onulla facilit, quat ea am, quis ad
tet, quamcommy nisl et lorem ilissectet la feugiat ilit, commodiam ing et diam, core minim duis nim ad
1 This template has been designed to cover all the key information for attendees.
tat, commodo duipsum sandit acilla aliquis essis er se tie min ut in ut autat, quissi bla consecte
erostrud ea feugiam vercidunt nis am, sim eumsandit irit, quametuer irit nosto dolenisi blaorer
2 Body copy for an agenda is 11/14pt Arial
aestiscin vel iliquis esed do con utat at nis ea feuis nonsequisi.
3 Ut ute magna conse te dio er ip eu faccummodo con vulla commodiam, sis nulluptat
Im dipsum dolobor sum nulput eugue exer adit am, volorem zzrit alit ullaorp ercillum venibh exer
vent lum iustrud magna con utat. Duis non heniscin henibh endre ea faccumsan vel ipit
sectet la alit, vercill aorerostie core velit loreet alisi.
in henismo loreetu mmoloboreet pratie volor ing enim iliqui el erciniam in ullutpatem
iustrud exero del eugait luptatu msandipit vel digna feuis augait, quipit adiatum iustisi
Utat. Ulla feu feuis nis acillandreet nulluptatem vero do core magnit nullum quat. Duisim vullut autpat,
si et irit iusci eummod min heniam eu feugiatissim quis dunt lorero conullu ptatie vel utatis nim del ea
4 Lent ad tat, si eumsandre exercid uiscipis dolesto et lan ut aliquis modolor ipisis
facidunt nonsend iamconsed tem quat ut la feugiam, senibh eumsandre min exeraesto corperit nim
nonsequ ipsuscincil ea acidunt pratie magna faciduisl utpat irit vel duis alit iurem dolesti
adiam quis ad eugiamet alit, verat utpatisim nullute venit landrerat lummy nit iliquat venim vel
onulla facilit, quat ea am, quis ad tet, quamcommy nisl et lorem ilissectet la feugiat ilit,
irillumsan ex eugait at.
commodiam ing et diam, core minim duis nim ad tat, commodo duipsum sandit acilla
aliquis essis er se tie min ut in ut autat, quissi bla consecte erostrud ea feugiam
Min ullutpat. Dui tem quat.
vercidunt nis am, sim eumsandit irit, quametuer irit nosto dolenisi blaorer aestiscin.
Na con ea feugiam, quametum accum ipsum vulla feuisl dolum delessed magna faciliquisim quis
doloreraesto odipisi blandit luptat utet, vulluptat, qui blam veliqui euis at am, venis aute veliquam. Enclosures
circular.doc Your name here Your details here Page 1 of 1 agenda.doc Page 1 of 1
thousand
Powerful imagery can enable Lloyd’s 5.1 Principles
communications to make a far more 5.2 Portraits
direct and emotive connection 5.3 Groups of people
words? it
with our audiences. But finding and 5.4 Events
choosing the right images is a lot 5.5 Risk insured
more subjective - and therefore 5.6 The Lloyd’s building
harder - than using our brand mark 5.7 Around Lloyd’s
depends on
or corporate colours correctly. 5.8 Metaphors – the principles
5.9 Illustration
the picture.
5.1 principles
5.2 portraits
The list of criteria below will help as
a reminder of what to look for when
choosing an image:
• Real people
• Capturing a moment in time
• Natural and spontaneous
• With depth and perspective
• Consider the crop
• Avoid clichés and stereotypes
Natural pose, simple background This image is too posed and remote
Short depth of field, subject only in focus Situation has been unrealistically staged
5.4 events
A wide range of activities are captured • People should be engaged
under ‘events’, from charity functions with the event
to conferences. However, the criteria • Keep image simple
remains the same when selecting or • Natural and spontaneous
commissioning a specific image: • With depth and perspective
Global business under attack Overly stylised and cliched image Business in treacherous waters Showing a business man is unnecessary
Shots from around Lloyd’s can be used Manipulated images can be ambiguous Strength illustrated using the building Staged and lacks subtlety
5.9 illustration
Sometimes it may be appropriate Illustrations should not look weak or
to use an illustration rather than a whimsical as this would contradict
photograph. our key messages.
together.
So now you’ve been introduced to all 6.1 Publications
the components of our visual identity. 6.2 Stationery
To produce powerful communications 6.3 PowerPoint® presentations
professionally,
that capture the distinctive essence of 6.4 Word and Excel templates
Lloyd’s, all you need to do is apply the 6.5 Lloyd’s 360 Risk Insight
guidelines correctly, consistently and 6.6 Lloyd’s Community
creatively. We hope the examples in Programme
consistently,
the following section will help you. 6.7 Lloyd’s Patriotic Fund
6.8 Lloyd’s Exchange
6.9 External subsidiary
distinctively.
brand marks
6.1 publications
The examples on this page show how
the basic elements are applied across
different publications.
6.2 stationery
Letterhead (210 x 297mm) – London
Stock:Conqueror CX22 brilliant white smooth 120gsm
The examples on this page show how
the basic elements are applied across
Lloyd’s pre-printed stationery materials.
firstname lastname
My Title
My Department
Lloyd’s One Lime Street London EC3M 7HA Telephone +44 (0)20 7327 1000 Fax +44 (0)20 7327 5229 www.lloyds.com
Lloyd’s is authorised under the Financial Services and Markets Act 2000
Lloyd’s One Lime Street London EC3M 7HA Telephone +44 (0)20 7327 1000 Fax +44 (0)20 7327 5229 www.lloyds.com
Lloyd’s is authorised under the Financial Services and Markets Act 2000
4
6.4 word and excel templates
Heading 1 style (start here)
Heading 2 Style
Heading 3 Style
Heading 4 style
All main headings throughout a report document are in 16/17pt Sansa
Word templates Excel templates
To aid the process of creating Lloyd’s Excel templates are accessible
Lloyds. Body copy should always be 8/11.5pt Arial, as shown here.
This is a sample It is not normal for the report to run to a wider measure than shown here
callout on a (10.4cm) but when necessary, to accommodate large tables or graphs, it
Sample
maximum of four can be increased to 17cm.
lines only
Bullets, Letter Lists and Number Lists within reports should be as shown
below: consistent Word documents, through the ‘Lloyd’s’ menu located
comprehensive templates have been just to the left of ‘Help’ on the menu
1 Sample bullet one
2 Sample bullet two
report
3 Sample bullet three
made available. They include a number bar in Excel. There is a portrait and
a Sample bullet one
b Sample bullet two
c Sample bullet three
On the left of the document you can see an example ‘callout’. These are
This is a sample
inserted into your document by selecting ‘Insert Callout’ from the ‘Insert
callout on a
maximum of four
lines only
Report Element’ option in the Lloyd’s menu.
Sample table heading they contain a chart formatting
Always respect the template designs wizard and a range of sample charts
2004 2003 % Change/
£m £m difference
Combined Ratio
Central assets
Profit
781
1,892
563
834 127%
39%
presentations to form a modified style.
Pre-tax return on average net resources 21.4 14.4% 7%
Confidential Confidential
Sample charts created using the Lloyd’s Chart Formatting Wizard in Excel
report
100
15%
18%
90
memo Company 1
Company 2
Company 3 80
Your department name here
Company 4
flyer nAme
Company 5
70
Company 6
Company 7
Company 8
60
Confidential (Personnel Information)
12% 50
From Your name here (extn 1234) 21%
40
Date 20 June 2005
30
Sample introduction text to be 16/20pt Arial bold. To Attendee 1 Department/Company Job title
Attendee 2 Department/Company Job title
Introduction text should be limited to a maximum of three Attendee 3 Department/Company Job title
6%
20
to four lines where possible. Flyer text is always centred Attendee 4 Department/Company Job title 10
Attendee 5 Department/Company Job title
vertically on the page. 4%
0
CC CC 1 Department/Company Job title 13% Company 1 Company 2 Company 3 Company 4 Company 5 Company 6 Company 7
• Bullet point text to be 16/20pt Arial. A maximum of three CC 3 Department/Company Job title Company 1 Company 2 Company 3 Company 4
bullet points is recommended. Bullet points should be short CC 4 Department/Company Job title Company 5 Company 6 Company 7
and to the succinct. Try to keep each bullet points to a Body copy for a memo is 11/14pt Arial. For your convenience a spacing of 14pt will appear 90
1997
maximum of four to five lines long where possible. between each bullet point. Company 6 80 Company 1
Company 2
70
• Ut ute magna conse te dio er ip eu faccummodo con vulla commodiam, sis nulluptat
60
• Bullet point text to be 16/20pt Arial. A maximum of three vent lum iustrud magna con utat. Duis non heniscin henibh endre ea faccumsan vel ipit 2003 1998
in henismo loreetu mmoloboreet pratie volor ing enim iliqui el erciniam in ullutpatem Company 5 50
bullet points is recommended. Bullet points should be short iustrud exero del eugait luptatu msandipit vel digna feuis augait, quipit adiatum iustisi. 40
10
onulla facilit, quat ea am, quis ad tet, quamcommy nisl et lorem ilissectet la feugiat ilit,
0
commodiam ing et diam, core minim duis nim ad tat, commodo duipsum sandit acilla
Sample ending text to be 16/20pt Arial bold. Ending text aliquis essis er se tie min ut in ut autat, quissi bla consecte erostrud ea feugiam Company 3
should be limited to a maximum of three to four lines vercidunt nis am, sim eumsandit irit, quametuer irit nosto dolenisi blaorer aestiscin vel 2002 1999
iliquis esed do con utat at nis ea feuis nonsequisi.
where possible. Company 2
• Im dipsum dolobor sum nulput eugue exer adit am, volorem zzrit alit ullaorp ercillum
venibh exer sectet la alit, vercill aorerostie core velit loreet alisi.
Company 1
Utat. Ulla feu feuis nis acillandreet nulluptatem vero do core magnit nullum quat. Duisim
vullut autpat, si et irit iusci eummod min heniam eu feugiatissim quis dunt lorero conullu 2001 2000
0 10 20 30 40 50 60 70 80 90 100
Sample
On images:
In black on Lloyd’s yellow In black on colour In Lloyd’s yellow on an image In black on an image
Lloyd’s 360 Risk Insight logo: Lloyd’s 360 Risk Insight logo:
SMALL USE VERSION EXTRA SMALL DIGITAL USE ONLY VERSION
0.5x
x=
0.5x 0.5x height
CommunitY of tab
Programme CommunitY
Programme
0.5x
Fund
mark is, whenever possible, used in It is important not to place distracting
conjunction with the Lloyd’s brand elements too near the Lloyd’s
mark as shown left. Patriotic Fund brand mark. An area
half the height of the Lloyd’s brand
The size and position of the brand mark should be kept clear all around,
mark is determined by the size and see below. For additional guidance
position of the Lloyd’s brand mark. see section 1.5.
See section 1.6.
x=
0.5x height
Patriotic
0.5x
of tab
Fund
Lloyd’s Patriotic Fund
Although nothing can repay the sacrifices
Patriotic
Fund
made by current and ex-Service
personnel, throughout the year Lloyd’s
Patriotic Fund can and does provide
meaningful support to them and their
families in times of crisis. For example,
we made a major donation earlier this
year to provide accommodation for
families visiting seriously injured service
personnel being treated at Selly Oak
Hospital and at the Headley Court
Defence Medical Rehabilitation Centre.
0.5x
0.5x
x=
0.5x 0.5x height
of tab
0.5x
climate change
and security:
risks and Global RECESSION:
opportunities the magnifying
GLASS FOR POLITICAL
for business INSTABILITY
word count.
When people talk about brands, 7.1 Business communication
they often give the impression that basics
communicating what they stand for is 7.2 The language of Lloyd’s
mostly to do with visual things such 7.3 Examples
as brand marks, corporate colours 7.4 The nuts and bolts
and fonts.
7.3 examples
To help you with your writing, this part Level 1: everyday business Level 2: business documents, Level 3: writing for specialist
of the guidelines contains a few specific communication reports etc audiences
examples of good and not-so-good In internal communications, one of In writing functional business The aim when writing for audiences
Lloyd’s language. the most common mistakes is to documents, your main aim is, of who understand how the Lloyd’s
write in a pompous and impersonal course, to convey information clearly market works, is to convey information
As we said earlier, every word we manner, presumably intended to and concisely. But bear in mind clearly, while sounding energetic and
use in our communications can make the communication sound our brand values. Expertise and engaged. Stilted, over-formal language
make a difference to the way Lloyd’s more ‘official’ and important: intuition don’t sound dull; and agility doesn’t help…
is perceived. But, realistically, some is unlikely to be conveyed by long,
types of communication matter more rambling sentences...
than others. In order to optimise human resource In the 12 months ended 31 December
utilisation and client service, decision 2007, the global marine market was
At the bottom end of the scale, has been taken at Board level that, The Franchisor must take positive subject to a significantly increased
there is the kind of straightforward, henceforward and until further notice, action to implement a diversity policy rate of major hull losses, which
‘functional’ business communication all requests from personnel pertaining that will not only reduce the financial threatened to, and ultimately did,
that we all produce every day: for to annual leave must be submitted and loss to reputation risks imparted touch levels previously experienced
example, a quick email arranging in excess of three calendar months through poor people management during the 1980s, a decade in which
a meeting or asking for a piece of prior to the proposed leave period, and non compliance with employment the consequence of an ageing bulk
information. Here, as always, the unless special circumstances can be legislation, but also help Lloyd’s carrier fleet was that structural
business basics apply. But it would shown to exist that necessitate the achieve the cultural change necessary failure occurred on a scale hitherto
clearly be unreasonable to spend submission of a later request, which to enhance business performance and unimaginable. During the course
hours deliberating over every word. should be accompanied by a covering strengthen our cross border working. of approximately the last five to
explanation of what these may be. ten years, Lloyd’s syndicates have
At the other extreme, there is high This is much better: demonstrated considered foresight
profile marketing communication Try this instead: in their rigorous exercise of caution
– advertising, corporate literature, and in relation to this market, most
so on – where the Lloyd’s brand is in Taking positive steps to implement especially in dealings pertaining to
the shop window and every detail, When booking annual leave, please a diversity policy is not just blue water fleets, a sub-category
down to the last comma, must be right. let us know three months in advance, necessary to comply with of this sector in which the loss
so that we can make sure client employment legislation. It will also of a single vessel can have the
While not intended to be exhaustive, service won’t be affected. If there’s a play an important part in helping most grievous impact. As a direct
the following examples will give you good reason why you need to book Lloyd’s to strengthen cross-border consequence of this wholly justifiable
a sense of ‘right and wrong’ at a leave at shorter notice, please explain working, and to improve our caution, Lloyd’s syndicates have, in a
number of different levels. this in a covering note. business performance generally. number of such instances, been able
or feedback?
We hope you’ll find these guidelines
clear and easy to use. But if you need
any help or further information on any
aspect of Lloyd’s identity, or if you have
any feedback for us, please contact:
Address:
Marketing Team
Corporate Communications
Lloyd’s
One Lime Street
London
EC3M 7HA
Email:
marketing@lloyds.com
Telephone:
Lloyd’s switchboard 020 7327 1000
approved
PAPER SAMPLES
Coated paper
Revive 50/50 Silk Coated 90gsm
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