Headquartered in the City of London, Lloyd & Partners is an independent specialist insurance broker at the forefront of the insurance industry.
The original brand
Final brand mark
The original brand:
A brand audit highlighted key issues within the existing branding. The relevance of the original logo was brought to light; stakeholders’ feedback was that the logo resembled a slug in a marble
Extensive research uncovered the brand’s core values. Part of this research included asking stakeholders for the words and values they would most likely ascribe to Lloyd & Partners
Inspired by the research workshops, we came up with the brand’s strategic proposition message of ‘Collaboration through positive aggression’
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’
Final brand mark:
The final logo features a stacked slab serif typeface with a distinctive ampersand device
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
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
Lloyd & Partners’ new brand identity translates seamlessly across both printed and digital applications
Business card :
The business card is clear and concise, letting the other printed communications do the speaking
The unique ampersand from in the brand logo is used in conjunction with brand messages, which reinforces the idea of collaboration
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.
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.