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Brand guidelines

How to bring the Lloyd’s brand to life in your communications

The Lloyd’s brand is our most powerful asset. Using it correctly helps to ensure it remains recognisable, consistent across the world, and retains its value. 

Our brand guidelines are designed to help you understand how to bring the Lloyd’s brand to life in your communications.

Guidelines are available for the following Lloyd’s market participants:

  • Lloyd’s underwriters and service companies
  • Lloyd’s brokers
  • Lloyd’s coverholders
  • Lloyd’s agencies
  • Lloyd’s Delegated Claims Administrators
  • Lloyd’s underwriters, coverholders and brokers issuing Lloyd’s branded marine insurance certificates

Open Market Correspondents please refer to your local office regarding brand guidelines. 

The Lloyd’s brand is only for use by Lloyd’s market participants. Policyholders, including reinsureds, may not make reference to the fact they have a Lloyd’s policy for general self-promotional purposes.

Frequently asked questions

As soon as your organisation becomes a Lloyd’s market participant, please contact who can provide you with the relevant logos.  

(There maybe a small delay before market participant’s details feature in the Lloyd’s market directory and therefore the Brand & Marketing team may need to make some internal checks before providing you with the logos).

Lloyd’s market participants can use images of the Lloyd’s building. A selection of copyright free images are available here: Photo gallery (

If your organisation is not a Lloyd’s market participants then you should not use images of Lloyd’s that creates the perception  your organisation is directly associated with the market.  

Market participants and charity partners
Photographs can be taken from outside the building by market participants and charity partners, from both within and outside the studded perimeter. Please contact before commissioning any photography. 

Non-market participants / any other external organisations
Photographs cannot be taken outside the building from within the studded perimeter by non-market participants or any other external organisations. 

Photographs may be taken by non-market participants or any other external organisations from outside the studded perimeter. 

Lloyd’s market participants and our charity partners may film or take photographs within the Lloyd’s building, as it relates to their Lloyd’s activities. Please contact  for more details.  

We do, on occasions,  facilitate filming in the Lloyd’s building for external organisation who are not Lloyd’s market participants, subject to approval and agreement to our filming terms.  For more information visit Filming at Lloyd's - Lloyd's (

For all Lloyd’s brand or marketing queries please contact

If you’re a Lloyd’s Broker please contact 

If you’re a Lloyd’s Coverholder please contact

If you’re a Lloyd’s managing agent or syndicate please contact

For all other queries please contact

If you are a member of the media or have a press query please contact

Please view our other FAQS here; Frequently Asked Questions - Lloyd's (