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Lloyds Brand Guidelines

Lloyds Brand Guidelines



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Published by camilorocca
Brand guidelines of Lloyd's of London.
Brand guidelines of Lloyd's of London.

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Published by: camilorocca on Dec 19, 2009
Copyright:Attribution Non-commercial


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Tools to help you use ourcorporate identity Effectively
These guidelines are 100% practical. If you read them carefully, thenapply them consistently, all the materials you produce will reflect andreinforce the distinctive essence of Lloyd’s . . .
Before we get down to business, let’s just briefly remind ourselves why thosetwo words encapsulate what makes Lloyd’s different:
- evokes our long history and sense of tradition; our good faithand security; and our worldwide reputation for honouring our word.
- refers to our creativity in coming up with innovative solutionsfor risks; our willingness to do things differently; and the adaptability whichhas enabled Lloyd’s to survive and prosper for over 300 years.We hope you’ll find everything you need to help you achieve your communicationaims in the following pages. But if you do have any queries or concerns, pleasedon’t hesitate to contact Lloyd’s Marketing team.
Contact us: marketing@lloyds.com
1.5 Minimum clear space1.6 Sizing and positioning6.5 Lloyd’s 360 Risk Insight6.6 Lloyd’s Community Programme6.7 Lloyd’s Patriotic Fund6.8 Lloyd’s Exchange6.9 External subsidiary brand marks5.5 Risk insured5.6 The Lloyd’s building5.7 Around Lloyd’s5.8 Metaphors – the principles5.9 Illustration3.5 Colours on white backgrounds3.6 Coloured backgrounds3.7 Colours for graphs2.5 Explanatory copy versions2.6 Sizing and positioning
What are these guidelines for?The key elementsExample collateral
1.0 Overview1.1 The components1.2 ‘Bleed’ version1.3 Primary position1.4 Standard and small versions
08 Further information
8.0 Contact details
Approved Paper Samples
07 Lloyd’s language guidelines
7.0 Overview7.1 Business communication basics7.2 The language of Lloyd’s7.3 Examples7.4 The nuts and bolts
6.0 Overview6.1 Publications6.2 Stationery6.3 PowerPoint® presentations6.4 Word and Excel templates
05 Imagery
5.0 Overview5.1 Principles5.2 Portraits5.3 Groups of people5.4 Events
04 Typography
4.0 Overview4.1 Headline typeface: Sansa Lloyds4.2 Primary typeface: Vectora4.3 Office use typeface: Arial4.4 Editorial typeface: Caslon
3.0 Overview3.1 Black and white3.2 Colour palette3.3 Colour specifications3.4 Colours on black backgrounds
2.0 Overview2.1 Role2.2 Positive and negative versions2.3 Colour versions2.4 Standard, small or basic

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