Logotype: Lloyd's of London

Lloyd's of London

Lloyd's of London, the international insurers, also launched their new corporate identity when they moved into the new headquarters designed by Sir Richard Rogers. The brief stipulated that the logotype should be traditional in spirit, modern in appearance, and should include both colloquial and official names. The letters were adapted from an alphabet originally drawn by the distinguished calligrapher and engraver, Reynolds Stone. In addition to the logotype the commission also included the design of the stationery, publications, and sign programme for the building.


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