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Lloyd & Partners

Headquartered in the City of London, Lloyd & Partners is an independent specialist insurance broker at the forefront of the insurance industry.

A positive brand identity refresh for London’s leading insurance broker

Despite its rapid financial growth, the Lloyd & Partners Group lacked brand strategy. For a consistent visual look and feel, 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. The company’s brand identity needed to reflect this 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The existing brand mark was outdated and uninspiring; a marble symbol failed to add value to the brand. Focusing on the word mark, the new brand mark is typography-led. We dropped the word “Limited” because we felt that it detracted from the brand mark. The strong, bold brand mark now nods towards the value of collaboration. The brand’s existing imagery was outdated and inconsistent.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.

WORDS: firedog