Brand
Brand Introduction
Whoever you are, whatever your situation, every single one of us has a next step forward. Some are moves we want take, some are moves we have to make. Maybe it’s saving up for a family holiday or launching your dream business. Exploring new growth opportunities, expanding overseas or simply moving past things that are difficult or unforeseen.
But for too long our industry has traded on lofty promises. Promising the world, without giving people the confidence or control to get unstuck and take their next step.
We think this should change. So at Lloyds, we’re moving everyone forward. Because we see a Britain that’s full of spirit, wit, resilience and potential. A Britain that’s got places to go, things to do and goals to be realised.
That’s why we’re rolling up our sleeves and getting practical. We’re understanding where our customers want to go and we’re giving them the tools and guidance to get there.
Our purpose is to help Britain prosper. And that starts with getting everyone ready to take their next step. So, what's next?
Positioning
This isn’t an external-facing tagline. It’s our ‘what’: the guiding strategic thought that informs everything we do. We’re relentlessly focused on helping people take that next step and find their way forwards, whatever their starting point.
- We have trust, a broad set of capabilities and the ambition to transform.
- The moves you want to make and the moves you have to make. When we all move forwards, Britain prospers.
- People and businesses, every generation, not alienating anyone (even with a skew towards higher-value customers).
- The next step as well as the future (when we all move forwards, Britain prospers).
Outcomes
Another part of our ‘what’: people can’t move forwards if they don’t feel confident or have control. So these are the emotional and functional outcomes we should focus on across our experience.
Five big shifts
Another part of our ‘what’: people can’t move forwards if they don’t feel confident or have control. So these are the emotional and functional outcomes we should focus on across our experience.
Overview
An overview of our brand, designed to be fit for the future — timeless, iconic, interactive and multi-mode with a charming British — twist.
A multi-dimensional brand
Lloyds is an experience-led brand – our customers’ experience of Lloyds should feel connected and joined-up across the full breadth of our products and specialisms. To deliver this, we have an adaptable kit of parts which all feel uniquely Lloyds.
Our multi-dimensional design approach with built-in flexibility means we can adapt and deliver distinction where needed. We have a refreshed brand architecture, considered from a customer perspective, to support the overall Lloyds experience-led strategy.
Where we need to adapt or build awareness of Lloyds’s role in a certain sector or specialism, we continue to use our flexible kit of parts, and use the relevant audience signposts if helpful to support the customer experience. We do not look to create sub-identities. Products, propositions, services and features do not need their own identity.
When using this kit of parts, the dimensions we consider are: our core audiences, the content we need to bring to life and the channel or touchpoint we're using.
An adaptable brand
Our brand can span situations where we can raise a smile, right the way through to moments where we need to be sensitive.
Raise a smile
This isn't always about making people laugh out loud, but where can we inject more personality or do something unexpected.
Everyday
Day to day our brand has energy, pace and momentum.
Sensitive
Show empathy to the context, particularly moments where customers need to feel we're being thoughtful, sensitive or more refined.
Design philosophy
Inspired by Cancara, our iconic black horse, this philosophy gives us our ‘how’. These three principles underpin everything from our tone of voice, to how we design, to how we craft experiences.
Unpacking our principles
Inclusive design
At Lloyds, we want to ensure that all of our products, services and customer experiences are inclusive by design. This is because we recognise that people’s needs are shared by their diverse experience, backgrounds and capabilities.
Understanding those needs is a huge part of what we do and is critical to how we meet our regulatory responsibility to deliver good customer outcomes. We continually refine this approach and our learnings filter into all of our products and services. We put the customer at the heart of everything we do, at every step of the journey.
It’s one of the many ways we want to make the world of finance work better, so that everyone can more forwards.
Principles
We have four key principles to help guide our inclusive design practices.
Embrace our differences
We are aware of our own perspectives and appreciate that everyone's experiences are different.
Recognise the power of our decisions
We are responsible for the impact our decisions have on people's experiences – valuing inclusive outcomes, and realising when we cause exclusion.
Co-create with communities
We proactively involve excluded and under-represented communities in our design process.
Connect with people in their context
We ensure our solutions consider various ways in which people want to engage with.
Outcomes
These four considerations allow us to deliver on our three target outcomes for an inclusive experience.
We'll use Lloyds and Lloyds Bank fluidly
This section lays out the how, when and where we use ‘Lloyds’ and ‘Lloyds Bank’. Whoever we serve – customers, non-customers or clients – should always be clear on who they are interacting with.
What’s in a name?
We’re more than a bank. We have financial specialisms that touch many aspects of our customers’ financial lives – from renting and financing to insurance and investments.
Our name needs to reflect how we show up in people’s lives.
That’s why we’re introducing ‘Lloyds’ into our kit of parts as a new brand name and logo. It reflects a new modern era for us, moving us forward.
We’re not losing ‘Lloyds Bank’, it still holds enormous trust and equity for our customers. In this section, we’ll define how and when you use ‘Lloyds’ and ‘Lloyds Bank’ to ensure clarity and meaning for our customers and clients.
Introduction of Lloyds
A phased release
We’ve been releasing our new brand in a phased approach and will continue to do so.
From now, we’re moving into ‘BAU’. Therefore, if you require no additional funding e.g. you’re creating something new or already updating something existing, please adopt the new brand where you can.
As part of the new brand we are introducing 'Lloyds' to our brand kit of parts, alongside 'Lloyds Bank'.
The following pages give guidance as to where and when to use 'Lloyds and Lloyds Bank'.
Lloyds and Lloyds Bank
We use 'Lloyds' across owned and outside channels with the exception of insurance-related activity. For this, we use ‘Lloyds Bank’ to ensure clarity and avoid any confusion with other insurance providers. There could also be other places when it makes sense to use ‘Lloyds Bank’ such as SEO purposes.
In our own channels
Including:
- Online – website, Internet Banking, social content (paid and organic)*
- Mobile app
- Branch, Connect and branded events
- Bank cards and collateral
- Direct communications – letter, email, statements
We use
In channels we don’t own
Including:
- Touchpoints where there is no direct link to our own branded channels like press advertising and radio
- Third-party branded content where we’re not the lead brand, e.g. sponsoring an award
- Aggregator sites, digital display
For insurance - related activity
Including car/motor, home, life, business and pet insurance.
For everything else
Including investments and pensions.
As well as bank accounts where there are additional benefits that refer to insurance.
We use
We use
Principles Using Cancara
Cancara, our black horse, remains a key part of our brand as well as our strong heritage association with the colour green. Cancara is a primary asset and we use it alongside both ‘Lloyds’ and ‘Lloyds Bank’ to maximise our brand power and recognition.
As a visual shorthand
We can use Cancara as a standalone asset where space doesn’t allow for the full logo to be used or creatively to bring to life the brand – it should however remain clearly identifiable and not overly cropped.
Always alongside Lloyds
When we use the ‘Lloyds’ wordmark, we always make sure our iconic black horse is present. With only a few exceptions (e.g. branch fascias and cards), we avoid splitting our logo and never use 'Lloyds' on its own.
Our language
The addition of 'Lloyds' to our brand kit of parts is to show the breadth of what we offer beyond banking. Banking is still very much our core DNA.
We’re still a bank
We’ll continue using relevant signposting to help our customers navigate our products and services and different parts of our business, e.g. mobile banking app/Internet Banking/home insurance, etc.
No changes to our legal entity and domain names
We’re not changing our legal entity names such as Lloyds Bank Plc and Lloyds Bank Corporate Markets Plc. We will also keep our domain names and social media handles the same.
Business/trading names
We will also treat our new shorthand brand name ‘Lloyds’ as a new business/trading name. To help ensure customers and clients are clear on who they are interacting with and comply with our legal and regulatory obligations we need to introduce additional disclosure wording into our footers.
We’ll be using Lloyds as a trading name in addition to Lloyds Bank
A business or trading name is any name that a company uses, which is different from its legal entity name. We’re not changing our legal entity names, but we’ll start being known – and therefore trading – as ‘Lloyds’ in some places. Where we introduce the new ‘Lloyds’ name and logo we need to take care to ensure customers and clients are always clear on who they are interacting with.
Use new disclosure wording to help understanding
Refer to the detailed trading name disclosures guidance and communications checklists for our application principles for where to apply this and the specific wording to be used for different legal entities.
Refer to the detailed trading name disclosures guidance and communications checklists for our application principles and the specific wording to be used for different legal entities.
As some of our business is regulated, we will also register ‘Lloyds’ as a trading name with
the relevant regulators and update key documents such as the Financial Services Compensation Scheme information sheets so customers can also independently verify this information.
Products and propositions
The addition of Lloyds won’t affect most existing propositions and product names.
A nuanced approach to naming
The majority of existing proposition and product names will remain as they are. We will be evolving existing Group strategic propositions to ‘Lloyds’ to build a holistic financial proposition for our customers and clients, e.g. ‘Lloyds 360’.
If you are developing a new proposition or product refer to our naming guidance for using Lloyds and Lloyds Bank.
Existing strategic propositions – evolve
Existing product names – no forced change
Our own channels
Examples
The following indicative examples show how we use 'Lloyds' across our owned channels. Our legal entities won't be changing and the majority of existing product names will stay the same.
- App splash screen
- Website homepage
- Credit card
- Cash machine screen
- Home insurance website page
- Home insurance 121 letter
Note, the legal entity remains unchanged but additional wording added to disclosure.
Channels we don’t own insurance examples
The following indicative examples show how we use 'Lloyds' across our owned channels.
- Aggregator site — insurance product
- YouTube paid ad
- LinkedIn post
- Sponsorship awards event screen
Channels we don’t own
For everything else
The following indicative examples show how we use 'Lloyds' across channels we don’t own that aren’t related to insurance.
- Third-party aggregator site
- OOH ad
- Event stand
- Radio ad script
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