Lloyd's brand

An introduction to Lloyd’s brand. It explains how coverholders may refer to Lloyd’s, use Lloyd’s branding on product and corporate marketing materials, and use Lloyd’s branding on insurance documentation.

Lloyd’s is the world’s specialist insurance market, conducting business in over 200 countries and territories worldwide – and is often the first to insure new, unusual or complex risks. We bring together an outstanding concentration of specialist expertise and talent, backed by excellent financial ratings which cover the whole market.

The Lloyd’s brand is our most powerful asset, and it has evolved over centuries. Using it correctly helps to ensure it remains recognisable across the world, and retains its value. Using it incorrectly or inappropriately can mislead customers and dilute its value.

To help ensure that the brand is used correctly, Lloyd’s has produced brand guidelines for approved coverholders.

When using Lloyd’s name or logos, the most important consideration is making sure is that the customer understands exactly who is insuring their risk.

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Coverholder Toolkit | Lloyd's Brand  pdf file
Chapter 13: Lloyd's brand

This document gives an introduction to Lloyd’s brand. It explains how coverholders may refer to Lloyd’s, use Lloyd’s branding on product and...