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Brand and Visual Identity

Lloyd & Partners

A positive brand identity refresh for London's leading insurance broker.

Headquartered in the City of London, Lloyd & Partners is an independent specialist insurance broker at the forefront of the insurance industry. Our responsibilities included a series of brand workshops, additional survey materials, a strategic framework, brand positioning, brand identity, visual look and feel design, print collateral, brand and spirit guidelines.

Expertise

Sector

Topics

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Imagery plays a key part in the brand's look and feel; we applied images that were high contrast, future-focused, dynamic and inspirational. This further reflects the brand's values
Imagery plays a key part in the brand's look and feel; we applied images that were high contrast, future-focused, dynamic and inspirational. This further reflects the brand's values

In a fiercely competitive market, it was essential to differentiate Lloyd & Partners from its peers.

Despite its rapid financial growth, the Lloyd & Partners Group lacked an overriding brand strategy and direction. In order to build consistency of voice, the original brand values needed to be communicated both internally and externally. In a fiercely competitive market, it was essential to differentiate Lloyd & Partners from its peers. Through extensive research workshops, we identified Lloyd & Partners’ core value proposition of collaboration and positive aggression.

Sector Spotlight

Professional Services

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We have created a consistently modern, confident and distinctive feel for the insurance broker.

The company’s brand identity needed to reflect the newly created proposition. In doing so, we have created a consistently modern, confident and distinctive feel for the insurance broker. The existing brand mark was outdated and uninspiring; a marble symbol failed to add value to the brand.

A number of initial routes were sketched out, some focusing on a symbol and others purely on a typographic word mark; all of which could later be further developed
A number of initial routes were sketched out, some focusing on a symbol and others purely on a typographic word mark; all of which could later be further developed
A variety of logo concepts were developed, each taking influence from the brand's strategic proposition message of 'Collaboration through positive aggression'
A variety of logo concepts were developed, each taking influence from the brand's strategic proposition message of 'Collaboration through positive aggression'

Expertise Spotlight

A new positioning was chosen which allowed us to capitalise on the play on words - in this case; From all angles.

Brand Discovery & Research

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The new brand mark is typography-led which enabled us to exploit the ampersand in messaging.

The new brand mark is typography-led which enabled us to exploit the ampersand in messaging. We also dropped the word “Limited” because we felt that it detracted from the brand mark. The strong, bold brand mark featuring the emphasis on ampersand now nods towards the value of collaboration.

The business card is clear and concise, letting the other printed communications do the speaking.
The business card is clear and concise, letting the other printed communications do the speaking.
Large imagery is used throughout the brand's printed communications, which also utilises lots of white space to hold both type and the brand mark.
Large imagery is used throughout the brand's printed communications, which also utilises lots of white space to hold both type and the brand mark.

Expertise Spotlight

The artwork mirrors the brand values and thus gels incredibly well within the enviromental office design.

Integrated Branding

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We have provided the company with stronger, high contrast imagery that complements the new colour palette.

The brand’s existing imagery was outdated and inconsistent. We have provided the company with stronger, high contrast imagery that complements the new colour palette. With a slick, professional and modern feel, the brand now owns a consistent look and feel. Striking imagery and a distinctive logo combine to create the impression of a tenacious yet collaborative insurance broker.

In order to keep control of the brand identity and make sure all applications are consistent, a detailed brand guidelines was produced for all Lloyd & Partners staff, as well as external agencies.
In order to keep control of the brand identity and make sure all applications are consistent, a detailed brand guidelines was produced for all Lloyd & Partners staff, as well as external agencies.

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