The Lloyd’s brand matters.  Our brand research demonstrates it’s a key reason why stakeholders trust and do business with Lloyd’s.    In 2015, we introduced a new Brand Reputation Index based on an independent survey of key stakeholders.    This index measures reputation (trust and advocacy) as well as the drivers of brand reputation.  It found that Lloyd’s has a pre-eminent reputation, achieving consistently high score across key brand measures with brand health at parity with best in class.   The research also highlighted that Lloyd’s is perceived to outperform best in class competitors on important attributes including expertise, competitiveness, innovation, its leadership position, underwriting flexibility and risk appetite. Additionally this year we are delighted to have been awarded a Superbrand status again and honoured to be the top of its category for Insurance, Pensions and Risk management’. To read more about our Superbrand status please click here.

Our brand encapsulates the qualities that make Lloyd’s distinctive

Lloyd’s brand attributes are Trust, Modernity, Innovation, Expertise and Global.  Lloyd’s is clear about its aim to be the global centre of specialist insurance and reinsurance, meeting the challenges of a changing world and accessing major overseas territories and emerging markets.   It is a market which provides specialist insurance which unlocks the potential of human endeavour worldwide - providing the insurance solutions which underwrite human progress.

The Lloyd's brand is built on genuine distinctiveness, which means no competitor can make the same claims, or aspire to the same values. Lloyd’s has retained its pre-eminent position in global insurance due to a combination of reputation, scale, governance, a unique working culture and continuing commitment to innovation and boldness.  This makes the Lloyd's brand a significant asset, for the market as a whole and the individual commercial businesses who thrive within it. To ensure it maintains this position we must clearly and consistently communicate what it stands for in everything we do, and at every opportunity.  

Lloyd’s brand guidelines are designed to help you understand how you can use the brand within your own communications.  Using it correctly helps to ensure it remains recognisable, consistent across the world, and retains its value.

If you would like any further information or advice about the Lloyd’s brand, please contact

> Brand guidelines

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