MAKING LLOYD S stand out

Transcription

1 Brand guidelines for Lloyd s agencies around the world MAKING LLOYD S stand out exit enter

2 LLOYD S agencies around the world BACKGROUND AND introduction (i) exit print contact us contents last page back forward about these guidelines Who are these guidelines for? These guidelines are for Lloyd s Agencies around the world. Separate guidelines are available for: Lloyd s coverholders Lloyd s Brokers The Lloyd s Market The Corporation of Lloyd s Projects and teams sponsored by Lloyd s You can get copies from Lloyd s Brand Strategy. See further information. What s the big picture? Lloyd s is complicated. It s a real challenge for people to understand how all the various pieces of the jigsaw puzzle fit together. Historically Lloyd s has allowed and even encouraged different parties to present their associations with Lloyd s in different ways. The resulting lack of coherence has weakened and undermined the Lloyd s brand, making it even harder to understand Lloyd s. The following pages outline the system we ve designed to address this situation. As well as making Lloyd s more transparent, the system should help make it clear how Lloyd s is structured.

3 Lloyd s Agencies around the world BRAND EXPRESSION (ii) exit print contact us contents last page back forward SETTING THE SCENE Lloyd s 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 people to 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 Lloyd s.

4 LLOYD s agencies around the world branding matrix IN PRINCIPLE (iii) exit print contact us contents last page back forward How does the system work? To make the system easy to understand we ve based it on two straightforward questions that can be applied to every entity that is associated with Lloyd s: uses the LLOYD S NAME 1 Is Lloyd s part of the name? 2 How closely should its visual association with Lloyd s be? The charts on this and the next page illustrate how the system works. Independent of Lloyd s. May have different interests/activities/standards from Lloyd s. May be critical of Lloyd s. Use the Lloyd s name as their main identifier. Are owned or influenced by Lloyd s. Arm s length Lloyd s DISTANT VISUAL association CLOSE VISUAL association Limited visual association with Lloyd s Strong visual association with Lloyd s No visual association with Lloyd s Independent of Lloyd s. May be critical of Lloyd s. May have different interests/activities/standards from Lloyd s. 5 Broaden Lloyd s service offer. Benefit from being associated with Lloyd s. Conform to Lloyd s standards. Deliver core Lloyd s services. An integrated part of how Lloyd s is perceived around the world. Benefit from being associated with Lloyd s. own name

5 LLOYD S agencies around the world branding MATRIX IN PRACTICE (iv) exit print contact us contents last page back forward To make the system easy to apply we ve developed digital artwork and these guidelines. Together they should enable you to incorporate the appropriate brand mark without having to make any significant changes to your existing designs or incur much extra cost. Lloyd s members Association of Lloyd s members Lloyd s Members Agency Services Lloyd s Coverholders/ Correspondents Associations Lloyd s Members Ombudsman Lloyd s List Lloyd s Marine Intelligence Unit Lloyd s Law Reports Other Lloyd s List Publications uses the LLOYD S NAME Lloyd s (Corporation Inc.) Lloyd s overseas offices Lloyd s overseas reps Lloyd s Member Services Unit Lloyd s Community Affairs Lloyd s Charities Trust Lloyd s of London Tercentenary Foundation Lloyd s Patriotic Fund Lloyd s Benevolent Fund A N Other Lloyd s Community Affairs Lloyd s One Lime Street London EC3M 7HA Telephone +44 (0) Fax +44 (0) a.n.other@lloyds.com Lord Levene of Portsoken KBE Chairman Lloyd s One Lime Street London EC3M 7HA Telephone +44 (0) Fax +44 (0) peter.levene@lloyds.com Arm s length Lloyd s DISTANT VISUAL association CLOSE VISUAL association Limited visual association with Lloyd s Strong visual association with Lloyd s No visual association with Lloyd s Centrewrite Xchanging Neale Dataday T&F Informa Lloyd s auditors Lloyd s Members Agents 5 Avenance Steria Coflex LMBC Equitas Corporate Advisors Lloyd s broker Lloyd s coverholder Projects and teams sponsored by Lloyd s (eg, Kinnect) London Market Principles Lloyd s clubs/societies Managing Agent Consortium Syndicate Lloyd s Agencies (around the world) Branch Offices: BREMEN BERLIN. BREMERHAVEN. DRESDEN. ERFURT. ESSEN. FRANKFURT/M. HAMBURG. HANNOVER. KASSEL. KIEL. KÖLN. LEIPZIG. MANNHEIM Cargo Surveyors MÜNCHEN. NÜRNBERG. OSNABRÜCK. REGENSBURG. STUTTGART Johannes Rabe Senior Adjuster Branch Office: Hamburg Phone +49-(0) Marlowring 21 Fax +49-(0) johannes.rabe@lloyds-hamburg.com Internet: 24-hour service: +49-(0) own name

6 Lloyd s agencies around the world LLOYD S agency MARK INTRODUCTION 1.0 exit print contact us contents last page back forward lloyd s agency mark The Lloyd s Agency mark is used by Lloyd s Agencies around the world to identify their association with Lloyd s. In cases where an appointed Lloyd s Agency has multiple offices, the Lloyd s Agency mark must only be used to support stationery and promotional material relating to the office or offices holding the Lloyd s Agency appointment. 1.1 The components 1.2 Primary and Secondary mark 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 Rubber stamp 1.9 Using the mark

7 Lloyd s agencies around the world LLOYD S agency and sub-agency MARKs THE COMPONENTS 1.1 exit print contact us contents last page back forward!!! The Lloyd s Agency mark comprises four inseparable components: the Lloyd s logotype, the Agency descriptor and the tab and descriptor boxes which act as containers for each. Neither the Lloyd s logotype, nor the Agency 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 Agency mark. Black and white versions the black version is used on light backgrounds the white version is used on dark backgrounds Each of these versions has been specially drawn for positive and negative use and should never be interchanged. Always ensure that you use the appropriate original. The Lloyd s Agency mark only ever appears in black and white. Master artworks are available from Lloyd s Agency Department and Lloyd s Brand Strategy. A separate brand mark has been developed for Sub-Agents as shown here. The same guidelines apply to this mark as the Lloyd s Agency mark. Lloyd s Agency mark (black) Tab box Descriptor box Lloyd s Sub-Agency mark (black) Tab box Descriptor box Logotype Descriptor Logotype Descriptor Lloyd s Agency mark (white) for use on a dark background Lloyd s Sub-Agency mark (white) for use on a dark background

8 Lloyd s agencies around the world Lloyd s agency mark PRIMARY AND SECONDARY mark 1.2 exit print contact us contents last page back forward There are two Lloyd s Agency marks (Primary and Secondary). Primary is the preferred use across most applications Secondary is used where space is more restricted on a 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. Primary mark (black) Primary mark (white) Secondary mark (black) Secondary mark (white)

9 lloyd s agencies around the world LLOYD S agency MARK PRIMARY BLEED VERSION 1.3 exit print contact us contents last page back forward! The bleed version of the mark A 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 Lloyd s 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 trimmed to the edge of the mark. You will need to include a printer s bleed area above the top edge of the page (usually between 3mm and 5mm). Bleed version (black) Bleed version (white) When to use the bleed version Primary version Black White For example: With bleed when the mark hangs from a trimmed edge Without bleed when the mark does not hang from a trimmed edge Brochures, leaflets, newsletters PowerPoint presentations, online applications

10 lloyd s agencies around the world lloyd s agency mark MEASUREMENT AND SIZE VERSIONS 1.4 exit print contact us contents last page back forward The measurement of the Lloyd s Agency mark is always specified across the width of the tab box. Primary mark Standard size! There are two size versions standard and small-use. Small-use size 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 note On 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 optimum reproduction of the mark. No maximum size restriction Primary mark Small-use size 25mm maximum Secondary mark Standard size 25mm minimum 17mm minimum Secondary mark Small-use size 25mm minimum 10mm minimum

11 lloyd s agencies around the world Lloyd s agency mark MINIMUM CLEAR SPACE 1.5 exit print contact us contents last page back forward! The Lloyd s Agency 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. Primary mark Minimum clear space area 1X Secondary mark Minimum clear space area X = height of tab 1X X = height of tab 1X

12 lloyd s agencies around the world lloyd s agency mark SIZING AND POSITIONING 1.6 exit print contact us contents last page back forward Where possible, you should keep the sizing and positioning of the Lloyd s Agency mark consistent. Example shown is based on width of A4 portrait! Choosing the correct mark size The size you choose depends on the size and format of the page. If your format is not an A size If your page format is not one of those listed in the table on this page, you should work to the nearest available size. 34mm 26mm (12.5% width of page, to nearest 0.5mm increment) Positioning from the right-hand edge The distance that the Lloyd s Agency 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% = 26.25mm 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. Distance from right-hand edge Width of Page size/format brand mark portrait landscape A6 148mm x 105mm 26mm 13mm 18.5mm A5 210mm x 148mm 28mm 18.5mm 26mm 1/3-A4 210mm x 99mm 28mm 12.5mm n/a A4 297mm x 210mm 34mm 26mm 37mm A3 420mm x 297mm 42mm 37mm 52.5mm

13 lloyd s agencies around the world lloyd s agency MARK MASTER ARTWORKS 1.7 exit print contact us contents last page back forward! The Lloyd s Agency mark and Lloyd s Sub-Agency 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 Lloyd s Agency Department and Lloyd s Brand Strategy and are subject to the usage guidelines in this document. A guide to the Lloyd s Agency mark masters Black version (for use on light backgrounds) Primary mark Standard size TABP_AG_100mm_K TABP_AG_100mm_RK Bleed artwork* TABP_AG_100mm_BLEED_K TABP_AG_100mm_BLEED_RK White version (for use on dark backgrounds) Primary mark Standard size TABP_AG_100mm_W TABP_AG_100mm_RW Bleed artwork* TABP_AG_100mm_BLEED_W TABP_AG_100mm_BLEED_RW Primary mark Small-use size TABP_AG_SMALL_K TABP_AG_SMALL_RK Bleed artwork* TABP_AG_SMALL_BLEED_K TABP_AG_SMALL_BLEED_RK Primary mark Small-use size TABP_AG_SMALL_W TABP_AG_SMALL_RW Bleed artwork* TABP_AG_SMALL_BLEED_W TABP_AG_SMALL_BLEED_RW Secondary mark Standard size TABS_AG_100mm_K TABS_AG_100mm_RK Secondary mark Standard size TABS_AG_100mm_W TABS_AG_100mm_RW Secondary mark Small-use size TABS_AG_SMALL_K TABS_AG_SMALL_RK Secondary mark Small-use size TABS_AG_SMALL_W TABS_AG_SMALL_RW K = Black (CMYK process) RK = Black (RGB) *Bleed version (where a printed item is to be physically trimmed to the top edge). File names for Lloyd s Sub-Agency mark follow the same formula as shown above, ie. TABP_SA_100mm_K. W = White (CMYK process) RW = White (RGB)

14 lloyd s agencies around the world lloyd s agency and sub-agency MARKs rubber stamp 1.8 exit print contact us contents last page back forward! These rubber stamps are provided to Lloyd s Agencies and Sub-Agencies by the Agency Department at Lloyd s for use as specified in the Lloyd s Agency manual. Only stamps supplied in this way should be used in the circumstances outlined in the manual. Over the next six months we will be developing additional collateral including window transfers and car stickers. Agency rubber stamp LLOYD S AGENCY OSLO LLOYD S AGENCY OSLO LLOYD S AGENCY OSLO LLOYD S AGENCY OSLO Sub-Agency rubber stamp LLOYD S SUB-AGENCY BERGEN LLOYD S SUB-AGENCY BERGEN LLOYD S SUB-AGENCY BERGEN

15 lloyd s agencies around the world lloyd s agency mark USING THE MARK 1.9 exit print contact us contents last page back forward WHERE SHOULD WE USE IT? You should use the Lloyd s Agency mark on all your corporate material, for example: Your stationery Corporate and product brochures which mention services you provide Your website please make the Lloyd s Agency mark a hyperlink to lloydsagency.com Material for events, exhibitions and any other self-promotion activity. Can we use it in advertisements? Yes, but do take care using it in areas where Lloyd s doesn t have a trading licence. You must comply with all local requirements relating to solicitation and advertising. Contact Worldwide Markets if in doubt. Can we use Lloyd s brand mark? No, you may never use the Lloyd s brand mark on its own (without the inclusion of Agency ). We encourage you to use the Lloyd s Agency mark.

16 Lloyd s agencies around the world BUSINESS CARDS AND LETTERHEADS PRINCIPLES FOR USE 2.1 exit print contact us contents last page back forward Business cards (shown at 50%) Letterhead (shown at 40%) Business cards There are two options for placement of the Lloyd s Agency mark onto business cards. Option 1 Primary mark Option 1 The Primary mark is used on the back 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 2 The Secondary mark is used on the front 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. Front 17mm 11mm 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 with observation 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. Back Option 2 Secondary mark Front 10mm 13mm

17 Lloyd s agencies around the world WRITTEN REFERENCE TO LLOYD S APPROVED LLOYD S COPY 3.1 exit print contact us contents last page back forward Approved Lloyd s copy We d like you to include a few sentences about Lloyd s in publications that carry the Lloyd s Agency mark. With that in mind we ve produced approved Lloyd s copy for you to use, based on factual description. Principles for use Approved copy should be set in the same style and point size as the main text of your document (as shown on this page). Approved copy Lloyd s Agencies In 1811, the Committee of Lloyd s decided that a network of Agencies should be established to protect the interests of underwriters. Today, Lloyd s Agencies form the world s most extensive surveying and adjusting network. There are more than 680 Lloyd s Agents and Sub-Agents located in 175 countries around the world. They provide 24-hour year-round services to the global insurance industry and its customers. Lloyd s Agents are appointed on the basis of their: Proven expertise and experience in marine surveying, particularly cargo. Their skills also extend to other classes such as non-marine, aviation and even personal lines such as travel insurance. Expertise, integrity and local standing. Lloyd s Agencies are generally well-established businesses and enjoy excellent reputations in their local communities. Willingness to comply with stringent service levels when conducting surveys or adjusting claims, thereby ensuring that their customers receive the highest standard of service. Participation in the continuous training and development programmes managed by the Lloyd s Agency Department in London. These are aimed primarily at improving the basic skills of cargo surveyors. Additional initiatives are continually being introduced in order to enhance existing skills to ensure that Lloyd s Agencies meet the insurance and trade demands of the 21st century. Access to in-house staff surveyors and detailed knowledge of local independent experts for cases when specialist knowledge is needed.

18 lloyd s agencies around the world PUBLICATIONS PrinCIPLES FOR USE COVERS 4.1 exit print contact us contents last page back forward! Placing on the front cover We strongly recommend that the Lloyd s Agency mark is used on the front cover of a publication at a fixed size of 34mm. This should always appear in black and white with observation of the clear space area around the mark (see page 1.5). The positioning of the mark is flexible, to best suit the layout of the front cover. It is recommended that the Lloyd s Agency mark is not placed on the back cover. Front cover (shown at 35%) Back cover (shown at 35%) 34mm

19 Lloyd s agencies around the world PUBLICATIONS Principles for use inside pages 4.3 exit print contact us contents last page back forward A panel containing the Lloyd s approved copy (see page 3.1) and the Lloyd s Agency mark can be placed in an appropriate part of your document. Inside pages 34mm min. of 14mm Approved copy panel 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 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 mark In addition to the approved copy, the panel should include the Lloyd s Agency mark according to the sizing and positioning shown on this page and on page 1.6 of these guidelines. Lloyd s Agencies In 1811, the Committee of Lloyd s decided that a network of Agencies should be established to protect the interests of underwriters. Today, Lloyd s Agencies form the world s most extensive surveying and adjusting network. There are more than 680 Lloyd s Agents and Sub-Agents located in 175 countries around the world. They provide 24-hour year-round services to the global insurance industry and its customers. Lloyd s Agents are appointed on the basis of their: Proven expertise and experience in marine surveying, particularly cargo. Their skills also extend to other classes such as non-marine, aviation and even personal lines such as travel insurance. Expertise, integrity and local standing. Lloyd s Agencies are generally well-established businesses and enjoy excellent reputations in their local communities. Willingness to comply with stringent service levels when conducting surveys or adjusting claims, thereby ensuring that their customers receive the highest standard of service. Participation in the continuous training and development programmes managed by the Lloyd s Agency Department in London. These are aimed primarily at improving the basic skills of cargo surveyors. Additional initiatives are continually being introduced in order to enhance existing skills to ensure that Lloyd s Agencies meet the insurance and trade demands of the 21st century. Access to in-house staff surveyors and detailed knowledge of local independent experts for cases when specialist knowledge is needed. 1/3 1/3 Panel size 60% 30%? Panel colour

20 Lloyd s agencies around the world WEBSITES principles for use 5.1 exit print contact us contents last page back forward The Lloyd s Agency mark can be placed on the home page and the Lloyd s page of your website, if you have one. Home page/about us Placing on the home page On 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 Lloyd s, along with the Lloyd s Agency mark, should be hotlinked to Placing on the Lloyd s page On the Lloyd s page of your website the black mark should be used at a width of 75 pixels, observing the minimum clear space area (see page 1.3) Let the page layout of your website determine where you put the Lloyd s Agency mark. Approved copy Lloyd s approved copy (see page 3.1) may be used on the Lloyd s page of the website. 75 pixels Lloyd s page Lloyd s page Home page/about us There is a hotlink from this page to the Lloyd s page 75 pixels There is a hotlink from this page to the Lloyd s website

21 Lloyd s agencies around the world advertisements principles for use 6.1 exit print contact us contents last page back forward The Lloyd s Agency primary mark is used on advertisements. The sizing and positioning is dependent on the ad size (see page 1.6). The mark must always appear in black and white with observation of the clear space area (see page 1.5). A6 example (shown at 50%) 26mm 13mm