lloyds banking group guideline (update) · with bold, confident and kinetic typography. inspired by...

June 2017

LLOYDSBANKING

GUIDELINESGROUP

LLOYDS BANKING GROUP GUIDELINES

Section one

Welcome to our brandWe’ve designed this guide to be easy to navigate.

Use the headings in green to jump directly to pages and click on the house icon (top right) to return to this page.

Section two

Core Elements

Section three

Bringing it all together

Section four

Important information

3 Welcome to our brand

4 We are one Group

5 Our multi-brand portfolio

6 Our purpose

7 What we want to achieve

8 Brand assets

9 Structured clarity

10 The new normal

11 Statement of intent

12 Diversity principles

13 Core elements

14 Our logo

20 Helping Britain Prosper assets

26 Tone of voice

37 Typography

42 Colour

45 Glass graphic device

51 Photography

58 Infographics, charts and tables

64 Icons

67 Grids and layout

71 Bringing it all together

72 Overview

73 Unified but not uniform

74 Overview

75 Report covers

76 Report spreads

77 Website vision

78 PowerPoint for on screen

79 PowerPoint for print

80 HTML email / newsletter

81 Social media

82 Email signatures

83 Internal posters

84 Events and environments

85 Video and moving content

86 Helping Britain Prosper external

87 Current Helping Britain Prosper campaign

88 Helping Britain Prosper internal

89 Important information

90 Contact information

2June 2017

3


Section one

Welcome to our brand

Section one

WELCOMETO OURBRAND

3June 2017


Section one


4June 2017

We are one Group. Lloyds Banking Group.

We are Lloyds Banking Group. We own and manage some of the UK’s best—known and trusted names in financial services. Everyday we serve over 25 million customers, and we’re visible the length and breadth of the land.

Through our brands, we have supported the British people and their businesses over the past 300 years. And we are now building on this rich heritage as we aim to become the best bank for customers. We are doing this by putting our customers first, keeping things simple and working to make a difference together.

This also means doing things the right way. Keeping our word. Earning our customers’ trust. And playing a vital role in strengthening the UK economy.

Our purpose is simple: it’s to help Britain’s people, businesses and communities prosper.

Introduction


Section one


5June 2017

Our multi-brand portfolio

Our portfolio of iconic brands offers real choice for customers and businesses. So we can meet the needs of much wider audiences through our scale and reach.

The value of our portfolio is driven by our brands distinct and powerful associations that appeal to different audiences. They may be powered by the same platforms, processes and systems, and they may exist in the same marketplace, but our collective responsibility is to make sure they continue to be distinct in their own right. Each brand has a unique role to play within the Group.

Lloyds Banking Group is the brand for our holding company which contains our family of the best known financial service brands in the UK.

Our corporate brand

Relationship brands

Our specialist brands

‘Lloyds Banking Group’ and ‘Lloyds Bank’ should always be referred to in full and not shortened to Lloyds. The Lloyds Banking Group and Lloyds Bank brands are separate and have their own distinct identities and should not be mixed.

Our relationship brands offer a wide range of financial products and services to personal and business customers.

Our specialist brands help us access markets our relationship bank brands would not perform as effectively in and focus on more niche or specialist markets.


Section one


6June 2017

HELPINGBRITAIN

PROSPER

Our purpose

Helping Britain Prosper Our purpose is simple: it’s to help Britain’s people, businesses and communities prosper.

‘Helping Britain Prosper’ is our corporate purpose, and should only be mentioned in Lloyds Banking Group branded communications. It is not to be used in any communications from our customer brands as it dilutes their primary brand message.

We will consistently provide fair financial advice, guidance, products and services to unlock the potential of the families, businesses and communities we serve.


Section one


7June 2017

What we want to achieve

Our purpose is strong and single minded and we want to communicate it with clarity and confidence. From the moment one of our stakeholders comes into contact with us, there should be no doubt about who we are and what we stand for.

This means our visual identity should feel unified but not uniform, and it should have the flexibility to embrace the full range of communications and activities.

To do this we use a set of practical branded tools to build a consistent brand framework. This gives us everything we need to create seamless and memorable communications.


Section one


8June 2017

Logo Typeface and typography

Glass graphic device

Tone of voiceBrand assets

At the heart of our brand are our assets, the building blocks that make up and define our visual identity.

Icons Photography

HELPINGBRITAIN

PROSPER

Kinetic headlinesAvenir Next LT Pro RegularAvenir Next LT Pro DemiAVENIR NEXT LT PRO BOLD

Ab Cd EFColour palette

Primary

Secondary Tertiary


Section one


9June 2017

Our logo is always placed prominently in the top-left corner, so it’s the first thing the viewer sees.

To make sure our message is the most prominent part of any communication, we complement our tone of voice with bold, confident and kinetic typography.

Inspired by the way that light passes through glass, our bold graphic device provides an eye-catching palette.

We divide our photography into four areas – people, businesses, communities and colleagues.

Infographics, charts and icons ensure our data, facts and figures look as distinctive as the rest of our brand.

1. Logo Who we are

2. Messaging Connecting to our audience

3. Graphic device Visually distinctive

4. Photography Engaging and relevant

5. Supporting system Consistent and distinct

Brand consistency

We should always design our communications with a structured clarity. This means a consistent use of our core assets – logo, messaging, graphic device and photography.

It is important that our assets are always used together, as only then, do our communications become recognisably Lloyds Banking Group.


Section one


10June 2017

The newnormal

Through our brands, we have been on a journey with customers in the UK over the past 300 years. In that time, there have been shifts in gender, age, ethnicity and other forms of diversity – resulting from changes in society, economy, technology and education.

Today we are seeing an older workforce with people retiring later. Family structures and working patterns are changing. We need to be aware of these shifts and ensure our brand reflects the world today – the new normal.


Section one


11June 2017

Statementof intent

We are committed to improving the Lloyds Banking Group consciousness of the diversity of our customers and communities.

This means reflecting the world we live in – being consciously aware of diversity and not representing stereotypical, outdated gender, age and role norms.


Section one


12June 2017

Diversityprinciples Try to show a broad range of ages, ethnicities and body shapes/sizes

in realistic scenarios relating to the specific audience being addressed.

Consider showing confident women in traditionally male domains/activities (manual labour, sports).

Consider showing men in traditionally female domains/activities (parenting, friendship groups, shopping).

Think about presenting a more modern view of the corporate world, showing women in positions of power.

Try to avoid images that feel forced, or as if they are overtly contradicting a cliché or stereotype.

1.

2.

3.

4.

5.

1313


Section two

Core elements

Section two

COREELEMENTS

13June 2017

14

15 Introduction

16 Logo suite

17 Using our Primary logo

18 Recommended logo sizes

19 Signposting

Our logo


Section two

Core elements

14June 2017

Section two

15June 2017


Introduction

Our iconic logo is strong, unifying and highly recognisable.

Core elements


Section two

Core elements

16June 2017

Primary vertical logo Secondary horizontal logo (exceptional use only)

Mono vertical logo (exceptional use only)

Logo suite

Primary vertical logo Our primary logo consists of two elements – the black horse icon and the logotype. The relationship between these two elements can not be altered in any way.

This is the preferred logo to use across all of our communications.

Secondary horizontal logo This is our exceptional use logo. Use this version of our logo where space is restricted (e.g. endorsements), or where we need maximum impact (e.g. flags).

Mono line logo This version of our logo is also for exceptional use, e.g. silk screen printing or glass etching.

For master artwork of our logos, please contact the Brand Team.


Section two

Core elements

17June 2017

Using our Primary logo

Our primary logo is positioned against the left edge and in the top left corner of our applications.

It always sits on a white rectangle, even when it appears on a white background. This has already been created as part of the master artwork.

This white rectangle ensures our primary logo has a built in clear space area, helping to retain its impact when positioned over layered glass or photography.

Note: The only exception to this rule is on our letterhead and PowerPoint documents where the logo is positioned on the right.

Logo clear space To ensure good legibility and standout it is important to retain sufficient clear space around the white rectangle of our primary logo.

The clear space is defined by the height of the logotype (‘X’) as shown opposite. No text or graphics should enter this space.

x

x

x

x

Primary logo clear space Primary logo positioning


Section two

Core elements

18June 2017

Recommended logo sizes

Shown opposite are the recommended sizes for using the primary logo on a range of common ‘A’ formats.

Minimum size The recommended minimum size is 10mm wide.

A3 usage A4 usage A5 usage

27.5mm 19.5mm 16mm


Section two

Core elements

19June 2017

Signposting

Our masterbrand approach means that we don’t create multiple identities, sub-brands or unnecessary badges.

Instead we use a clear typographic signposting device which helps to differentiate business units and teams.

If in exceptional circumstances a distinct sub-identity is required, then its execution should always feel connected to the Group brand (use of typeface and graphic assets etc.).

Group HRInclusion and Diversity

Group HRPay and Reward

Horizontal green line sits above the business unit name.

Business unit name is typeset in Avenir Next LT Pro Demi sentence case.

Business unit sector name is typeset in Avenir Next LT Pro Regular sentence case. This point size is always 25% smaller than the business unit name.

20June 2017

Helping Britain Prosper assets


Section two

Core elements

21 Our external assets

24 Our internal assets


Section two

Core elements

21June 2017

External logo lock-up suite

We should only use the Helping Britain Prosper logo lock ups when it is relevant and appropriate for us to do so. For example where we are demonstrating how we are delivering against our corporate purpose of Helping Britain Prosper in the communication itself.

Helping Scotland Prosper ‘Helping Scotland Prosper’ logo lock-up is to be used when the LBG communication is targeted within Scotland.

Specific region, city or sector When communications target a specific region, city or sector, do not create additional wordmark variants (e.g. Helping Cardiff Prosper, Helping Farming Prosper). Use body copy and headlines to deliver a more personalised message and sign-off with the ‘Helping Britain Prosper’ lock-up. This ensures there is always an association between the Lloyds Banking Group brand and our corporate purpose.

Primary vertical logo lock-up These are the preferred versions of our logo lock-ups, to be used across all of our communications

Secondary horizontal logo lock-up Use these versions of our logo where space is restricted or where the logo needs to be positioned away from the top left corner.

HELPINGSCOTLANDPROSPER

Primary vertical logo lock-up Secondary horizontal logo lock-up


Section two

Core elements

22June 2017

Using our Helping Britain Prosper external assets Clear space To ensure good legibility and standout it is important to retain sufficient clear space around the logo lock-ups.

The clear space is defined by the height of the uppercase ‘H’ in ‘Helping’ as shown opposite. No text or graphics should enter this space.

Minimum size The recommended minimum size is 44mm wide for the British logo lock-up and 48mm for the Scottish logo lock-up.

Positioning Our logo lock-ups are positioned against the left edge and in the top left corner of our applications. Please refer to the master brand guidelines for more information.

For best practice examples see page 86

Clear space



Positioning

Minimum sizes

44mm 48mm


Section two

Core elements

23June 2017

Clear space

Minimum sizes

Using our Helping Britain Prosper external assets Clear space To ensure good legibility and standout it is important to retain sufficient clear space around the logo lock-ups.


Minimum size The recommended minimum size is 33mm wide for the British logo lock-up and 35mm for the Scottish logo lock-up.

Positioning The recommended position for our logo lock-ups is in the bottom right corner.

Positioning

33mm 35mm


Section two

Core elements

24June 2017

Our Helping Britain Prosper internal assets Badge We have two versions of our ‘Helping Britain Prosper’ badge in our toolkit, both help to keep the message strong, clear and legible

Water-mark Used on our green gradient background, our watermark helps to add richness and texture to our designs. It is an important signifier of the communication carrying the ‘Helping Britain Prosper’ message.

Note: Always use the master artworks and never try to recreate these assets.

These assets are restricted to an internal colleague audience only. They must not be used in any external environments.

Positive badge

Negative badge

Watermark


Section two

Core elements

25June 2017

Using our Helping Britain Prosper internal assets Clear space To ensure good legibility and standout it is important to retain sufficient clear space around the badge.


Minimum size The recommended minimum size is 40mm wide.

Positioning The recommended position for our badge is in the top left corner.


For best practice examples see page 88

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Clear space

Positioning

Minimum size

40mm

26

27 Our words count

28 Our three principles

29 Our voice is unified but not uniform

30 If you remember one thing...

31 Experts with heart

32 In practise

36 Additional guidance

Tone of voice

Section two

Core elements


June 2017


Section two

Core elements

27June 2017

Our words count

Our vision is to be... THE BESTBANK FOR

CUSTOMERSThis means showing we’re dedicated to doing things the right way and demonstrating that our customers’ needs are firmly at the heart of everything we do. How we speak is one of the most powerful ways we can connect with our audience and bring this vision to life. We have three principles that guide our tone of voice. We keep these in mind whenever we write anything – from an analyst’s statement, to a job advert – as Lloyds Banking Group.


Section two

Core elements

28June 2017

1. WarmWe’re helping millions of families make the most of their money and thousands of British businesses reach their potential, but we always remember we’re talking to real people with real goals and concerns. So when we speak, we use the second person (ie. ‘you’) when appropriate, and we use warm inviting language that shows we can actively help.

2. AssuredWe’re leaders in the banking industry with a positive outlook that’s full of ambition. We’re always mindful that we’re helping people make some of the most important decisions of their lives, so we use active, positive language, backed up by helpful facts and figures and always avoid arrogance.

3. Focused We value our audience’s time. That’s why we work at earning their trust, giving the information needed without unnecessary complexity. We get straight to the point, focus on the key things our audience needs to know and avoid jargon.

Our three principles

We have three principles that guide our tone of voice. These help anchor what we write. We keep these in mind whenever we write anything – from a analyst statement , to a job advert – as Lloyds Banking Group.


Section two

Core elements

29June 2017

Our voice is unified but not uniform Our audience is as

diverse as Britain itself.It includes retail customers wanting to know more about the Group behind their high street bank, people keen to discover more about our community projects, shareholders seeking financial results, or internal colleagues wanting to know more about their benefits. But even though our audiences need different things at different times, our tone has a consistent thread running through it. This doesn’t mean sticking to a rigid set of words or phrases but rather ensuring that everything we say feels like it comes from the same place, no matter where customers, shareholders, colleagues, or members of the public find us.


Section two

Core elements

30June 2017

If you remember one thing, we are... Experts

with heart This means we have the ambition and experience to drive positive change on a significant scale, but we never lose our human warmth. When we speak, we build trust and inspire our audiences to imagine – and achieve – a more prosperous future through the services we provide.


Section two

Core elements

31June 2017

Experts with heart

Five things to bear in mind.1.

2.

3.

4.

5.

Think about your opening, is it warm? Does it capture your main point in a way that is interesting to your audience?

What does your audience want/need to know?

Are there any facts and figures that can give your statements more credibility?

Have you clearly said what you need to say?

Are there any instances that sound unnecessarily formal?

A warm, inviting opening helps us to start building a rapport with our audience straight away. It shows we understand the people we’re talking to and compels them to read on.

It’s important that we show we understand our audiences’ aspirations and goals and clearly demonstrate what we’re doing to make them happen. Reflecting on what your audience needs ensures your copy remains focused.

When we make a point about success or progress in a particular area it helps to validate it with relevant facts and figures. It also helps to consider different ways a particular statistic or figure can be most clearly expressed.

Our audience values simplicity and clarity. Make sure you don’t leave out any necessary details that might help them make an informed decision.

We are experts in the field of banking and our services cover nearly every aspect of contemporary British life, but this doesn’t mean we shouldn’t connect with our audience on a human level. Make sure there aren’t any instances that feel tired or use corporate jargon.


Section two

Core elements

32June 2017

To this

Working with us1

When you work with us2, your job is to help our 30 million customers make the most of their money3. You’re passionate about helping us become the best bank for our customers3,4 – this means you’ll be as committed as we are to doing things the right way5.

Notes

1. Warm‘Us’ a friendlier, less corporate way of introducing ourselves. After all we lead with our logo and word mark, there is no question as to who we are.

2. WarmUse of ‘you’ opens with the audience, rather than the bank, less detached and more inviting than ‘at Lloyds Banking Group’.

3. FocusedGets straight to the point of the audience’s role and what we’re looking for.

4. AssuredInclusion of ’30 million’ helps show the scale of the Group’s influence/reach and is inspiring to a prospective candidate.

5. Assured Clearly establishes the vision of the Group and the audience’s role in achieving it and its ambition.

In practice

Example of external recruitment communications.

From this

Working with Lloyds Banking Group

At Lloyds Banking Group our stated aim is to be the best bank for customers. Which means our customers’ experience must be brilliant – every time. And that’s where you come in. Put simply, your job is to make sure customers know about the great things we offer. You’ll help them to get the most from their relationship with us.


Section two

Core elements

33June 2017

In practice

Example of external stakeholder communications.

From this

Better than expected first-half results

The reporting to the City of the Group’s first half-year performance on Thursday has generated significant media coverage. Inevitably many reports have chosen to focus on other issues.

However the Group’s increase in underlying profit and improved capital position were also extensively covered. Group Chief Executive Antonio Horta-Osorio is widely quoted as saying: “With our initial three-year strategic plan now substantially complete, we are progressing on how we take the Group forward into 2015 and beyond...”

To this

Looking to the future following solid first-half results1

The Group’s first half-year results have been announced2. We have increased our underlying profit and improved our capital position, points that have been widely covered3 by the media. Group Chief Executive Antonio Horta-Osorio says that: the Group has “substantially completed” its initial three-year strategic plan and that “we are progressing on how we take the Group forward into 2015 and beyond4...”

Some media reports focused on other issues5.

Notes

1. AssuredConfident heading that captures the Group’s ambition and gives the piece a more engaging opening.

2. FocusedA clear and simplified opening that focuses on the main point.

3. Warm‘Widely covered’ is a warmer, less formal way of saying ‘generated significant media coverage’ and gets to the point quicker.

4. FocusedThe quote has been cut down to its most salient points, so that the second part of the quote has room to breathe and make a greater impact.

5. AssuredThe piece leads with the most confident and positive facts and quotes, the less positive points appear further down the hierarchy but are not lost altogether.


Section two

Core elements

34June 2017

In practice

Example of external recruitment communications.

From this

The size of our organisation means we can offer colleagues a great range of career opportunities and support them to reach their potential.

To this

We want everyone who works with us to discover their potential1,2, that’s why we look to promote internally and offer steady career progression. In fact, last year 76%3 of our executive vacancies were filled from within the Group.

Notes

1. WarmThe opening instantly demonstrates that Lloyds Banking Group values their people and is both friendly and approachable.

2. FocusedThe most relevant point to the audience is about career development and progression, so this is given greater focus.

3. AssuredThe inclusion of the fact ‘76%’ immediately lends confidence and credibility to the point of the piece and shows we have the proof to back up what we say.


Section two

Core elements

35June 2017

To this

You’ve told us that you want more1 from Discover Learning

Making the most of your career2 with us is now even easier. We’ve worked to streamline our site3 to help you easily access the full range of learning and development resources.

In practice

Example of internal communications.

From this

Re-discover learning

We have been working to ensure Discover Learning provides you with the learning and development resources you need. As part of this we are introducing some improvements following your feedback.

Notes

1. WarmThe opening anchors the piece with what the audience wants and needs to know. The use of the second person is a warm and friendly and by adding ‘You’ve told us you want more’ to the heading, the piece shows the audience that the Group has listened and there are some relevant points to come in the piece.

2. FocusedThe opening sentence encapsulates the main point of the whole piece, that improvements have been made to make the online experience even easier and the focus/emphasis is on the benefit to the audience rather than simply what steps the Group has taken.

3. AssuredThe fact that the site has been streamlined to the audience’s benefit is included. This gives the piece added credibility rather than ‘some improvements’.


Section two

Core elements

36June 2017

Additional guidance

Our tone of voice should always come through our headlines so they’re engaging, warm and memorable – especially for internal communications. Unless specified, avoid being purely functional or navigational.

We should always have a clear and structured copy hierarchy, rather than using multiple messages that clutter and fight.

Overly heavy content and copy should be reviewed, challenged and edited where possible. Use our supporting assets (icons, infographics and charts) where appropriate to help to break up and bring this content to life.

If you need more tone of voice guidance, please contact the Brand Team to arrange an immersion session.

37

38 Our typefaces

39 Using our typeface

40 Kinetic headlines

41 Creating kinetic headlines

Typography


Section two

Core elements

June 2017


Section two

Core elements

38June 2017

Our typefaces

Primary typeface Our primary typeface is Avenir Next LT Pro. It is used across all of our communications.

Avenir Next LT Pro is a geometric sans serif with a human touch, delivering both confidence and warmth.

System typeface Our system typeface is Arial. It is used where Avenir Next LT Pro is unavailable e.g. Microsoft Word, PowerPoint and online.

Note: Arial should be used in the same weights and style as Avenir.

Aa Bb Cc Dd0123456789

Av ArPrimary typeface: Avenir Next LT Pro System typeface: Arial

Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890


Section two

Core elements

39June 2017

Using our typeface

Avenir Next LT Pro has a broad range of useful weights. We only use Avenir Next LT Pro Bold, Demi, Regular and Italic.

We negatively track the typeface to make our typography look more visually pleasing.

We use uppercase for larger headlines and sentence case for smaller subheads and supporting copy.

Always think about the audience and the desired tone. Use our typefaces sensitively and appropriately.

Be careful not to overuse uppercase or to typeset too many words in uppercase.

If you overuse uppercase, it can come across as overly ‘shouty’, while longer sentences set in uppercase can often be difficult to read.

BOLDHeadlines (uppercase)

Use Avenir Next LT Pro Bold uppercase for kinetic headlines and simpler ranged left headlines.

DemiSubheads and secondary headlines

Use Avenir Next LT Pro Demi sentence case for subheads and secondary copy.

RegularBody copy

Use Avenir Next LT Pro Regular sentence case for body copy.

ItalicQuotes

Use Avenir Next LT Pro Italic sentence case for quotes.

On colourLLOYDS BANKING GROUP GUIDELINES

Section two

Core elements

40June 2017

Kinetic headlines

We have an ownable kinetic headline style. It’s distinct and dynamic, while adding an energetic warmth.

This contemporary type style works with our Glass graphic device to convey our forward-looking personality.

Our kinetic headlines are always typeset in Avenir Next LT Pro Bold uppercase.

We only use kinetic headlines where space permits. Where space is restricted headlines can be ranged left.

Note: This kinetic effect is only used for our headlines.

HELPINGBRITAIN

PROSPER

Examples in situ

A PARTNERFOR

BRITAIN

BECOMINGTHE BEST

BANK FORCUSTOMERS

Responsible Business Report 2016

Annual reports and accounts 2016

Q2 2016 Colleague Survey

Let us know by taking part in the Q2 Colleague Survey 22 Feb – 24 June 2016

Survey closes at 9am on 24 June. See Interchange and your divisional intranet for more details.

Confidentiality guaranteed.


Section two

Core elements

41June 2017

Do not

Do not create kinetic headlines with two or less lines.

Do not move words too far left or right, as this may affect readability.

Do not vary the leading between lines, always keep it consistent.

Creating kinetic headlines

We create Kinetic headlines by:

• Selecting a strong vertical rule that the left edge of letters can be aligned to. We call this the hangline.

• Words in the headline are then moved left or right to create a staggered (kinetic) effect.

• Supporting subheads or copy can also be aligned to this hangline.

Watchouts • Only create kinetic headlines

with three to five lines. With less lines it isn’t possible to create clear vertical hangline.

• Don’t move words too far left or right, as this may affect readability. Up to four letters is a good guide.

• Leading should be tight and even, yet still allowing the headline to breathe.

• Adjust the letter spacing to —10 between characters.

The hangline This anchors the kinetic type and works as an alignment point for supporting copy.

HELPINGBRITAIN

PROSPERHELPING

BRITAINPROSPER

HELPINGBRITAIN

PROSPER

HELPINGBRITAIN

BECOMINGTHE BEST

BANK FORCUSTOMERS

4242

Colour

36 Colour palette

37 How we use our colours


Section two

Core elements

42June 2017


Section two

Core elements

43June 2017

Colour palette

Our brand has a distinct set of colours which, used correctly and consistently, deliver a high level of standout.

Primary colours We always lead with our primary colours across all our communications.

Bright green is our accent colour and should be used sparingly. Black is useful for subheads, quotes and body copy.

Secondary colours Our secondary colours have been chosen to complement our primary colours. Use them sparingly to bring to life infographics and icons, add a change of pace, or highlight key information.

Charcoal Use charcoal sparingly to help deliver gravitas across our more corporate communications.

Tints Standalone tints should not be used.

Secondary colours

Primary colours

Dark greenC:98 M:30 Y:95 K:0

Pantone® 356 UR:0 G:134 B:79Hex: #00864F

Bright greenC:60 M:0 Y:85 K:0

Pantone® 2301R:98 G:179 B:79 Hex: #62B34F

BlueC:95 M:70 Y:0 K:0

Pantone® 294 UR:24 G:80 B:157 Hex: #18509D

PurpleC:42 M:100 Y:15 K:15

Pantone® 228 UR:138 G:28 B:105 Hex: #8A1C69

Orange C:10 M:80 Y:100 K:0

Pantone® 173 UR:215 G:78 B:20Hex: #D74E14

Charcoal C:69 M:60 Y:56 K:60

Pantone® 447 UR:56 G:55 B:56Hex: #383738

Black C:0 M:0 Y:0 K:100

Pantone® BlackR:0 G:0 B:0Hex: #000000

White C:0 M:0 Y:0 K:0

R:255 G:255 B:255Hex: #FFFFFF

Primary colours

Tertiary colour


Section two

Core elements

44June 2017

Examples in situ

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Integer ut scelerisque urna. Sed ut lacus sem. Nulla vel vehicula justo. Cras eget mollis felis. In hac habitasse platea dictumst. Fusce dolor elit, blandit in placerat et, porttitor nec sapien. Nulla mauris nulla, ultricies vitae sollicitudin ultrices, aliquam in risu Vivamus convallis, dolor quis commodo pulvinar, purus nulla vestibulum metus, ut tempus dolor ante a metus. Duis quis urna ac tellus tempor convallis sit amet non mauris. Mauris neque dui, scelerisque id luctus at, elementum adipiscing purus.

Integer ut scelerisque urna. Sed ut lacus sem. Nulla vel vehicula justo. Cras eget mollis felis. In hac habitasse platea dictumst. Fusce dolor

The year so far

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Vivamus convallis

55%

16

Vitae sollicitudin

Sollicitudin

Porttitdin

25%

Helping Britain prosperby becoming the bestbank for customers.

Group at a glance

22

A straight-forwardretail and commercialbank

The challengeHowever the challenge continues to be in striking the right balance between enhancing financial stability, and ensuring innovation, competition and growth.

Expects that it will apply to the PRA in the first half of 2014

Lorum ipsum dec the first half of 2014

Commodo pulvinar, purus nulla estibulum metus, ut tempus dolor ante a metus. Duis quis urna ac tellus

£3.6m

Supporting the UK economy

Our simple, uK focused, low risk retail and commercial business plays a leading role in reshaping the banking industry and rebuilding the trust that is so vital in providing effective support for the economy.

Helping Britain prosper

We are helping Britain prosper through our participation in UK government schemes such as Help To Buy and Funding for lending, in the latter of which we have been the largest participant.

Regulation

The regulation of the uK banking industry has changed significantly in my time as Chairman. Since the 2008 financial crisis, regulators have made great progress in enhancing the financial stability of the industry.

A messagefrom LordBlackwell

1.

10.5m

Total value saved using decorum doeirt

+6%

We provided more than 80,000 mortgages

£85m

Total value of lorum ipsum

Mortgage provider in the UK

x50

On average we provided 50 times more

to first-time buyers in 2013.

lorum ipsum decorum

80,000

We provided more than 80,000 mortgages to first-time buyers in 2013.

No.1

“ Vivamus convallir quis commodo, purus nulla vesm metus vallis dolor”

We are creating a simpler, more agile and responsive organisation and are making a big investment in our products and services.

“

“



Integer ut scelerisque urna. Sed ut lacus sem. Nulla vel vehicula justo. Cras eget mollis felis. In hac habitasse platea dictumst. Fusce dolor elit, blandit in placerat et, porttitor nec sapien. Nulla mauris nulla, ultricies vitae sollicitudin ultrices, aliquam in risus..Vivamus convallis, dolor quis commodo pulvinar, purus nulla vestibulum metus, ut tempus dolor ante a metus. Duis quis urna ac tellus tempor convallis sit amet non mauris. Mauris neque dui, scelerisque id luctus at, elementum adipiscing purus.


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The year so far


Vivamus convallis

55%

16

Vitae sollicitudin

Sollicitudin

Porttitdin

25%


Group at a glance

22






£3.6m





Regulation



1.

10.5m


+6%


£85m



x50



lorum ipsum decorum

80,000


No.1



“

“






How we use our colours

We must carefully managed our colour palette to ensure we remain a predominately green brand.

The diagram opposite shows an approximate ratio of how our colours should be used across our communications. This includes flat colour and the use of gradient colour in our glass graphic devices.

Green is our primary visual signature and we should lead with it across all of our communications. We should never lead with our blue, purple or orange secondary colours, or use them in isolation.

Always check legibility when using different colour combinations.

White space Ensure there is a bold and mindful use of white space across your designs.

White space helps to project clarity, focus and professionalism.

Press ad – leads with green layered glass.

Corporate report – leads with the green layered glass on the front cover, with secondary colours used to bring the inside pages to life.


Getting on the property ladder is a big step. That’s where we come in. We plan to help 1 in 4 first time buyers get the keys to their very own home in 2016 and 2017. Just one of the ways we’re helping Britain prosper, one person, one business, one community at a time.

lloydsbankinggroup.com/prosperplan

YOUR HOME MAY BE REPOSSESSED IF YOU DON’T KEEP UP REPAYMENTS ON YOUR MORTGAGE.

1 in 4 relates to support for first time buyers forecast by 2017 based on previous Lloyds Banking Group figures. The Lloyds Banking Group includes companies using brands including Lloyds Bank, Halifax and Bank of Scotland and their associated companies. More information on the Lloyds Banking Group can be found at lloydsbankinggroup.com. Information correct as of February 2016.

HELPINGBRITAIN

BUY A FIRSTHOME

45

46 Introduction

47 Simple glass

48 Layered glass for white backgrounds

49 Layered glass for imagery

50 Do not

Glass graphic device


Section two

Core elements

45June 2017


Section two

Core elements

46June 2017

Introduction Our ‘glass’ graphic device is a key component of our new refreshed brand.

It is inspired by way that light travels through coloured glass. The resulting visual language is distinct, vibrant and contemporary.

We have two types of glass:

Simple glass This is our simplified version of glass, built from one gradient. It is used for smaller applications.

Layered glass This glass is built from three gradient layers. It is always used for larger applications on either a white background or over imagery.


Section two

Core elements

47June 2017

Simple glass

This is our simplified version of glass, built from one gradient.

It should always be used for smaller applications i.e. anything below A5.

For example, use it for small panels of colour, or to bring infographics and charts to life, that would benefit from a richer use of colour.

The angle of the gradient can change (either 0°, +45° or —45°), but always keep the darker colour on the left and the lighter colour on the right.

Our simple glass gradients are available as a master swatch palette.

Green simple glass

Purple simple glass

Blue simple glass

Orange simple glass

C:98 M:30 Y:95 K:0R:0 G:134 B:79

C:42 M:100 Y:15 K:15R:138 G:28 B:105

C:10 M:80 Y:100 K:0R:215 G:78 B:20

C:95 M:70 Y:0 K:0R:24 G:80 B:157

C:60 M:0 Y:85 K:0 R:98 G:179 B:79

C:15 M:100 Y:70 K:0 R:206 G:20 B:61

C:0 M:40 Y:100 K:0 R:247 G:166 B:0

C:75 M:30 Y:0 K:0 R:49 G:146 B:208


Section two

Core elements

48June 2017

Layered glass for white backgrounds

This glass is built from three gradient layers (dark, mid and light).

Layered glass should always be used for larger applications (i.e. A5 and above).

Always keep the three layers in their respective order.

To add movement and energy, each layer can be a different width or depth.

Depending on the application the layers can be either vertical or horizontal.

Transparency The use of transparent glass should be considered to add finesse to designs.

Glass edge A multiplied solid ‘glass edge’ sits on the left side (or on the right side in exceptional circumstances). The following widths are a useful guide: A5: 3mm, A4: 4mm and A3: 5mm.

Layered glass for white backgrounds is available as a master asset.

Dark green layer

Dar

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Mid green layer

Mid

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Light green layer

Lig

ht b

lue

laye

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Green layered glass (horizontal layers)

Purple layered glass (horizontal layers)

Blue layered glass (vertical layers)

Orange layered glass (vertical layers)


Section two

Core elements

49June 2017

Layered glass for imagery

This glass is built from three multiplied gradient layers (dark, mid and light).

All three layers sit over a single layer of solid white, set to between 40% and 60% opacity. This semi-transparent effect adds a lightness to the designs.

Layered glass should always be used for larger applications (i.e. A5 and above).

Always keep the three layers in their respective order, without overlapping.

To add movement and energy, each layer can be a different width.

The layers can be used either vertically or horizontally. Note: the layered glass should cover up no more than two thirds of the image.

Glass edge A multiplied solid ‘glass edge’ sits on the left side (or on the right side in exceptional circumstances). The following widths are a useful guide: A5: 3mm, A4: 4mm and A3: 5mm.

Layered glass for imagery is available as a master asset.

Dark green layer

Gla

ss e

dg

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Gla

ss e

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Mid green layer

Light green layer

Green layered glass (horizontal layers)

Purple layered glass (vertical layers)

Blue layered glass (vertical layers)

Orange layered glass (vertical layers)

Dar

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Section two

Core elements

50June 2017

Do not

It’s important that we use our glass device as consistently as possible across all of our communications.

This page shows some examples of what we shouldn’t do. Do not mix up the order

of layers.Do not obscure an important part of an image.

Do not create other shapes or patterns.

Do not use more than three layers.

Do not mix different coloured layers.

Do not change the angle of the layers.

51

52 Introduction

53 Brand photography principles

54 People

55 Businesses

56 Communities

57 Colleagues

Photography


Section two

Core elements

June 2017

June 2017 52

Businesses


Section two

Core elements

Introduction

Photography is an integral part of our brand. It allows us to bring stories to life and to demonstrate how we are supporting British people and their businesses.

We divide our photography into four key categories: People, Businesses, Communities and Colleagues.

We can use both colour and black and white photography. Where possible we lead on colour photography.

Colour photography Our colour photography is well-lit, uncluttered, and always has a clear subject in the foreground.

Avoid imagery that is overly dark or has large areas of bright saturated colour.

To create an ownable look and feel, our colour imagery is always desaturated (—30% in Photoshop).

The subject in our imagery should take up approximately no more than one third of the overall cropped image. This ensures we have enough space to overlay our Glass graphic device.

People Communities

Brand Photography

Colleague Photography


Section two

Core elements

53June 2017

Brand photography principles

• Capture engaging, everyday moments and memorable events.

• Reflect the rich diversity of British environments.

• Encompass the rich diversity of our stakeholders.

• Always have a clear subject and point of focus.

• Aim to keep backgrounds relatively clean and uncluttered.

• Ensure there are people in every shot.

• Avoid people looking directly into the camera.

• Subjects should feel natural and always engaged in an activity.

• Include interesting composition, cropping or perspective.

• Always use natural lighting.

Stock photography When using stock photography, always avoid images that feel overly contrived, unnatural or clichéd.

Overview of best practice photography


Section two

Core elements

54June 2017

People

Our people photography shows how we touch the lives of millions of people who live in Britain today.

We help people prosper and give them peace of mind and security – from getting a roof over their head to saving for retirement.


Section two

Core elements

55June 2017

Businesses

Our business photography shows how we are supporting millions of companies, large and small.

Businesses are the lifeblood of the UK, turning ideas into reality, which in turn creates jobs, investment, and a dynamic future.


Section two

Core elements

56June 2017

Communities

Our community photography documents how we play a positive and proactive role in society.

We have a unique opportunity to enhance Britain’s economic and social wellbeing through our expertise and experience.


Section two

Core elements

57June 2017

Colleagues

Our colleague photography has a distinctive and flexible photography style, organised around five themes, that represent our unique working culture at Lloyds Banking Group.

Please refer to the separate colleague photography guide.

Colleague Photography

1. Working in teams

4. Giving back to charity/community

2. Working flexibly

5. Proud to be Lloyds

3. Thinking. Learning

58

59 Introduction

60 Infographics

62 Charts and graphs

63 Tables

Infographics, charts and tables


Section two

Core elements

58June 2017


Section two

Core elements

59June 2017

Introduction

Our infographics, charts and tables help make information, content and data more meaningful and accessible.

Issuers Intermediaries Investors

Purchase rated securities

Issue rated securities to raise capital

2014

2011

2013

20122014

2011 2013

2012

The valueof trust

Deepens customer

relationships

Increasescustomer

value

Impact ofmessage

Creates trust

Improvesbrand

considerations


Section two

Core elements

60June 2017

Infographics Infographics are bespoke diagrams that help bring key information to life.

Ensure our infographics have a consistent style, so that they feel part of our brand.

Issuers Intermediaries Investors

Purchase rated securities

Issue rated securities to raise capital

2014

2011

2013

20122014

2011 2013

2012

The valueof trust

Deepens customer

relationships

Increasescustomer

value

Impact ofmessage

Creates trust

Improvesbrand

considerations


Section two

Core elements

61June 2017

Infographics

These examples demonstrate how our brand is used to bring infographics to life.

As the UK’s biggest bank we’re committed to recognising and supporting the needs of our customers and communities, as well as the needs of our colleagues. Only by delivering on these commitments can we become the Best Bank for Customers and achieve our purpose of Helping Britain Prosper.

Inclusion and diversity plays a key role in how we are going to achieve that vision and purpose. And that’s why we’ve publicly committed to better represent the diversity of our customer base and communities at all levels of the Group. Our most well-known goal is to increase the number of women in senior management to 40% by 2020. But we also have goals to increase the engagement of LGBT, disabled and ethnic minority colleagues.

of UK employees value flexible working above pay

Today’s workforce covers five generations – all with differing needs. We need to understand the changing world we live in and how this impacts on the way we live and work if we are to build the Best Team and be the Best Bank for Customers.

Our 25m customers are as diverse as UK society itself. By reflecting this in our workforce and in the products and services we provide we can become the best bank for them all.

WE LIVE IN A CHANGING WORLD

WE HAVE A BROADER RANGE OF CUSTOMERS THAN EVER BEFORE

will be 65 or over by 2050

of two-parent families, both parents now work

of the UK population will be non-white by 2050

of our retail customers are from ethnic minorities

of gay people are more likely to buy products from firms they believe to be ‘gay-friendly‘

of our retail customers are aged 50 or over

of disabled consumers have switched banks because of accessibility issues

43% 20–30%

As the UK’s biggest bank we’re committed to recognising and supporting the needs of our customers and communities, as well as the needs of our colleagues. Only by delivering on these commitments can we become the Best Bank for Customers and achieve our purpose of Helping Britain Prosper.

Inclusion and diversity plays a key role in how we are going to achieve that vision and purpose. And that’s why we’ve publicly committed to better represent the diversity of our customer base and communities at all levels of the Group. Our most well-known goal is to increase the number of women in senior management to 40% by 2020. But we also have goals to increase the engagement of LGBT, disabled and ethnic minority colleagues.

of UK employees value flexible working above pay

Today’s workforce covers five generations – all with differing needs. We need to understand the changing world we live in and how this impacts on the way we live and work if we are to build the Best Team and be the Best Bank for Customers.

Our 25m customers are as diverse as UK society itself. By reflecting this in our workforce and in the products and services we provide we can become the best bank for them all.

WE LIVE IN A CHANGING WORLD

WE HAVE A BROADER RANGE OF CUSTOMERS THAN EVER BEFORE

will be 65 or over by 2050

of two-parent families, both parents now work

of the UK population will be non-white by 2050

of our retail customers are from ethnic minorities

of gay people are more likely to buy products from firms they believe to be ‘gay-friendly‘

of our retail customers are aged 50 or over

of disabled consumers have switched banks because of accessibility issues

43% 20–30%

Financial resultsInclusion and diversity


Section two

Core elements

62June 2017

Charts and graphs Our charts and graphs are used to display simpler information.

Ensure our charts and graphs have a consistent style, so that they feel part of our brand.

2011 2011 2011 2011 2011

2013

2010

2011

2012

2014


Section two

Core elements

63June 2017

TablesOur simple glass can also be used create a modular gird to help organise figures and data.

Each table is created by multiplying layers of simple glass.

Ensure our tables have a consistent style, so that they feel part of our brand.

Green layered glass table Building a table

Purple layered glass table

Blue layered glass table

Orange layered glass table

6464

Icons

65 Our icon style

66 Using our icons


Section two

Core elements

June 2017


Section two

Core elements

65June 2017

Our icon style We have created a contemporary and distinct icon style for use across our communications.

Use them to signpost information and content with clarity. They can also be used for navigation e.g. for corporate reporting and in the digital space.

When creating new icons, make sure they are aligned to the look and feel of the approved icon set.

They should be:

• Intelligent, clear and easy to understand.

• A stylised shorthand, not a literal representation.

• Clean, simple and considered.

• Correctly proportioned and using consistent line weights.

• Built using round corners.

Icon overview

Navigation icons


Section two

Core elements

66June 2017

Using our icons Use them positively, or white reversed out of a solid colour.

Our icons can use either the primary or secondary colour palettes.

Always be led by content and never decorate with our icons.

Avoid using drop shadows, 3D shapes or any other ‘special effects’.

Avoid using our icons too big where they can feel clunky.

Positive icons using primary and secondary colours

Negative icons using primary and secondary colours

67

68 Portrait grid

69 Landscape grid

70 Grid examples

Grids and layout


Section two

Core elements

June 2017


Section two

Core elements

68June 2017

Portrait grid

Our unique grid has been designed around our logo.

Our portrait grid has six columns and a side bar on the left which houses the logo. Be careful not to fill this space with too much content.

Our designs should always have an outer white frame. This ensures consistency, even when we can’t print edge to edge.

Logo position Content hanglines

Six colum grid

Logo side bar

Outer white frame


Section two

Core elements

69June 2017

Landscape grid

Our unique grid has been designed around our logo.

Our landscape grid has four columns and a side bar on the left which houses the logo. Be careful not to fill this space with too much content.

Our designs should always have an outer white frame. This ensures consistency, even when we can’t print edge to edge.

Note: Our PowerPoint template has its own bespoke grid. For guidance please refer to pages 61 and 62.

Logo positionContent hanglines

Four column grid

Logo side bar

Outer white frame


Section two

Core elements

70June 2017

Grid examples

Our flexible grid allows us to design content in a number of different ways.

When your designing with a landscape grid take into consideration the same principles.

Your retirement guide

For Lloyds Banking Group pensioners

YOUR RETIREMENT GUIDE

It all adds up

Lloyds Banking Group Annual Report and Accounts

2015

BECOMING THE BEST BANK FOR CUSTOMERS

Annual report

71


Section three


Section three

BRINGING IT ALL TOGETHER

71

72 Overview

73 Unified but not uniform

74 Overview

75 Report covers

76 Report spreads

77 Website vision

78 PowerPoint for on screen

79 PowerPoint for print

80 HTML email / newsletter

81 Social media

82 Email signatures

83 Internal posters

84 Events and environments

85 Video and moving content

86 Helping Britain Prosper external

87 Current Helping Britain Prosper campaign

88 Helping Britain Prosper internal

June 2017

June 2017


Section three


72

Lloyds Banking Group is a modern and vibrant brand.

Our range of colours, contemporary typography and strong grid, work in harmony to create a distinctive and flexible visual identity system.

The next few pages show how our core assets come together to deliver powerful communications.

Overview

June 2017


Section three


73

Unified but not uniform

While we have a shared spirit and ambition, our brand communications shouldn’t all have a similar look and feel.

It is important that we always flex the use of our assets to help create the appropriate body language and tone needed for different audiences.

For example, our ATL and corporate communications need to deliver more gravitas and weight, whereas internal communications and recruitment advertising can afford to be more visually engaging.

June 2017


Section three


74

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Regards, Name

Full Name Surname Job title

Copyright © 2015 Lloyds Banking Group, All rights reserved. Otatius pari sam dolorro rporio ent etur? Otat. Num quos imus, int fugia vent, sapicto modis comniene omnimus si blandictotat verit que et plique natque nonseque odi dus, omniet reperia de nonet omnitincia quia doluptati tem quia qui vollaut la arum id quam, officit iundicipsus, od exceaqui omnist vitem doloribus expla in re sequia dolupienias auditi volorep eribus.

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Catherine’s video

HELPING BRITAINPROSPER

SIMPLE NEWSLETTER — 02

Dates for your diary

20th April 2015Event Headline



Add to calender

Add to calender

Add to calender

Overview




The year so far


Vivamus convallis

55%

16

Vitae sollicitudin

Sollicitudin

Porttitdin

25%


Group at a glance

22






£3.6m





Regulation



1.

10.5m


+6%


£85m



x50



lorum ipsum decorum

80,000


No.1



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“






RESULTS FOR THE QUARTER ENDED 31 SEPTEMBER 2016

Name Surname

31 September 2016

For internal use only

Use this for subtitles

• All text is set up with the same line and paragraph spacing.

• It is optimised for easy on screen reading.

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LOREM IPSUMSubhead can go here if required

BACKING BRITISHBUSINESSWe’re committed to providing the best financial advice, guidance and products to businesses nationwide. We’re committed to helping them grow.

lloydsbankinggroup.com/prosper


Annual reports and accounts 2016

Customer Service Advisors

£13,950 – £14,724 + Benefits

Dundee

To find out more information about the role and the benefits of working for Lloyds Banking Group, visit:

www.lloydsbankinggroup.com/careers

Our values underpin everything we do, guiding how we work and defining the standards we set every day.

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Facchi, Cuperem aciam seribus bonsulicatamwww.lloydsbankinggroup.com/prosper

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All lending is subject to status. £53bn figure relates to cumulative Lloyds Banking Group net lending figure to SME and Mid-Market companies committed until 2017. Information correct as of February 2016. We subscribe to The Lending Code; copies of the Code can be obtained from www.lendingstandardsboard.org.uk. The Lloyds Banking Group includes companies using brands including Lloyds Bank, Halifax and Bank of Scotland and their associated companies. More information on the Lloyds Banking Group can be found at lloydsbankinggroup.com.

Growing a business can be a challenge. That’s why we’re here. By 2017, we plan to have invested £53bn in small and medium-sized businesses to help them embrace the opportunities that lead to greatness. Just one of the ways we’re helping Britain prosper, one person, one business, one community at a time.

lloydsbankinggroup.com/prosperplan


2015


HELPINGBRITAINPROSPERPLAN2015/2016 update

June 2017


Section three


75

Report covers

These examples demonstrate how our brand is used to bring our report covers to life.

Helping Britain prosper plan

HELPINGBRITAINPROSPERPLAN2015/2016 update

Annual report cover


2015


June 2017


Section three


76

Report spreads

These examples demonstrate how our brand is used to bring our report spreads to life.

• Use layered glass to add pace and variety.

• Use imagery to support the copy where appropriate.

• Use Infographics, charts and icons to make information clear and meaningful.




The year so far


Vivamus convallis

55%

16

Vitae sollicitudin

Sollicitudin

Porttitdin

25%


Group at a glance

22






£3.6m





Regulation



1.

10.5m


+6%


£85m



x50



lorum ipsum decorum

80,000


No.1



“

“









The year so far


Vivamus convallis

55%

16

Vitae sollicitudin

Sollicitudin

Porttitdin

25%


Group at a glance

22






£3.6m





Regulation



1.

10.5m


+6%


£85m



x50



lorum ipsum decorum

80,000


No.1



“

“






June 2017


Section three


77

Website vision

These examples demonstrate how our brand is used to bring the digital space to life.

Website home page

OUR GROUPOUR PURPOSEOUR BRANDSINVESTORS & PERFORMANCEMEDIA & RESOURCE CENTRECAREERS

HOUSEHOLDS

COMMUNITIES

Welcome to

Lloyds Banking Group

We have a unique opportunity to enhance Britain’s economic and social wellbeing through our expertise and experience.

Helping households prosper: to get a roof over their heads, to save, and to plan for their retirement with peace of mind and security.

We are a financial services group with millions of UK customers with a presence in nearly every community; we are familiar on the high street and with over 1 million businesses through our portfolio of brands.

Businesses are the lifeblood of the UK, turning ideas into reality, which in turn creates jobs, investment, and a dynamic future.

A PARTNERFOR BRITAIN

Read more about our ambition >

We are committed to create 5,000 apprenticeships by 2017.

A PARTNERFOR BRITAIN

Read more about our ambition >

We are committed to create 5,000 apprenticeships by 2017.

BUSINESSES

BUSINESSES

June 2017


Section three


78

PowerPoint for on screen

We have two PowerPoint templates designed for different uses.

These examples show how our on screen templates should look.

The templates make use of more colour to bring to life our brand on screen.

• Use a smaller section of the layered glass panel on covers and section dividers.

• Always lead with dark green and use black for subheaders and body copy.

• Use our secondary colours for divider pages and to bring to life infographics and charts.

Cover slide Contents slide Text heavy slide

Text and chart slide Section divider Image slide

June 2017


Section three


79

PowerPoint for print

These examples show our print template should look.

The template is more economical with its use of colour, and therefore more efficient on ink when printed.

• Covers and divider pages are type based.

• Always lead with dark green and use black for subheaders and body copy.

• Use tints of dark green, bright green to add differentiation in infographics and charts.

Cover slide Text and diagram slideText slide

Text and chart slide Section divider Image slide

June 2017


Section three


80


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• volorum sit ex et ut optatus ra que eic tem qui expe volent. Equia volorunt, omniendis por aut pliquamus,

• incil im ligendam reium es ulpa de num volut ommodit ibusdam que nest, eariat.

• Tiossit empedi volest eum re por re, utaquosantia aut eaque esendiassit haribus ipid ut dendunt entiur aria siti dolest, cor renim alis reperfe remque

consequiatem ex et qui comni aut quis ducia iliciusam ad qui imi, to eosa si ommodis sumquia et verovit quias incipit, con et am res ratem ut rem quias digeni ullia illa prae. Itat aut qui odiandusapis sum invenis volorrum quaeces equoditia debisin necto quistent que di dia volupta ini core sus nobis perit, que ea vid milita volest, inis accae. Ique omnimos sequibusam laborem peritiumendi non est, sa sum faccus.

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Ipsum ipis arum quiame nostio et eium, comnienia sersped isciisquam faces volenducia dolum ex earum as etur a si quat hil eost plati con repta volupta temporepe veliquis sum nus res mo blandam repti adi derspe nes cullaut dus ut aut ero inctur, uta comnit aut volum sime precae perchiliae prae qui cor auda audi nust, sitae quae vollitat. Occulles tincietur, volorum volupta sperum harchil iatur? Ut qui tem resciument essitiati utection nullace perruptas ipsus repelloria voluptas a sit lam core enis voloreriam eost, ut inus nonsed es sollendandi vellabore lam alit, volor sint, sa dolorer roviderit omnis recabor roremquia dolorem utaesto eos magnihiliti cone doloriaes velit, coressitatur


Follow us

Get in touch

“ Core rerum expla ipsae sum quam vero in et eaqui nostrum lorem ipsum vero in et eaqui in rem.” Name Surname Job title



Sum volo tem liam fugiam cus pernati onseratemped mod ut volorest

Ium ut idel idunt licaesc ipicturit autaquam seque dolorepudi officate et ium ut idel idunt licaesc ipicturit sitas expediam fuga

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Et ium ut idel idunt licaesc ipicturit autaquam seque dolorepudi officate et ium ut idel idunt licaesc ipicturit sitas expediam fuga

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• Eolo berupit ad que volupta quunt maximilibus aborehent ipsunt voluptam ne namet evenis nost, sereicia dolorest,

• to omnissum unt, sint qui ad et, totam landusanim quam, odit venisquae con ne pro et lia nos re dolupta volessi ium voloribus.

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+2%


£3.1Ficium essedit ianda me cons equam quam sum que ianda me cons quam sum

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HEADING

-1.8%Ficium essedit ianda me cons equam quam sum que ianda me cons quam sum

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HEADING

HEADING

Event

Ium ut idel idunt licaesc ipicturit autaquam seque ium ut idel idunt licaesc ipicturit sitas

5 Mar 2015

Book now

Gallery


Upload

COMPLEX NEWSLETTER

HTML email / newsletter

These examples show how our HTML emails and newsletters should look.

• HTML email templates should be used for news or emails with a single message or purpose.

• HTML newsletters should use our assets to bring to life richer content, making it more engaging and accessible.

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Regards, Name









Add to calender

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Regards, Name



“ Core rerum expla ipsae sum quam vero in et eaqui nostrum lorem ipsum vero in et eaqui in rem vero in et eaqui.”

Catherine’s video







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28%Ficium essedit ianda me cons equam quam sum que ianda me cons quam sum

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HEADING

MEDIUM NEWSLETTER — 01





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Berferiorum assinciducia et ium ut idel idunt licaesc ipicturit autaquam seque dolorepudi officate volorum arum vent volor sitas expediam fuga. Et et reiuntus reri aspelitas apero optae por ape as et fugianditas quaectent, cuptistium doluptati ut venis rernat:

• volorum sit ex et ut optatus ra que eic tem qui expe volent. Equia volorunt, omniendis por aut pliquamus,

• incil im ligendam reium es ulpa de num volut ommodit ibusdam que nest, eariat.

• Tiossit empedi volest eum re por re, utaquosantia aut eaque esendiassit haribus ipid ut dendunt entiur aria siti dolest, cor renim alis reperfe remque

consequiatem ex et qui comni aut quis ducia iliciusam ad qui imi, to eosa si ommodis sumquia et verovit quias incipit, con et am res ratem ut rem quias digeni ullia illa prae. Itat aut qui odiandusapis sum invenis volorrum quaeces equoditia debisin necto quistent que di dia volupta ini core sus nobis perit, que ea vid milita volest, inis accae. Ique omnimos sequibusam laborem peritiumendi non est, sa sum faccus.

Tecusti berferes sum incillaut ut iure ilis ut etur sit magnistet apercie nditassum acipsapis dolores dolor acea veliquam, officia core eaquatur a soluptamenim volupitibus eturepratqui tem que dolore moditium restrum que doluptat maximus sandem es intur?

Ipsum ipis arum quiame nostio et eium, comnienia sersped isciisquam faces volenducia dolum ex earum as etur a si quat hil eost plati con repta volupta temporepe veliquis sum nus res mo blandam repti adi derspe nes cullaut dus ut aut ero inctur, uta comnit aut volum sime precae perchiliae prae qui cor auda audi nust, sitae quae vollitat. Occulles tincietur, volorum volupta sperum harchil iatur? Ut qui tem resciument essitiati utection nullace perruptas ipsus repelloria voluptas a sit lam core enis voloreriam eost, ut inus nonsed es sollendandi vellabore lam alit, volor sint, sa dolorer roviderit omnis recabor roremquia dolorem utaesto eos magnihiliti cone doloriaes velit, coressitatur







Find out more

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Sum volo tem liam fugiam cus pernati onseratemped mod ut volorest Bus sitas Am, sitatis etusciissi volore eum velliqui derum quate volore exerest:

• Eolo berupit ad que volupta quunt maximilibus aborehent ipsunt voluptam ne namet evenis nost, sereicia dolorest,

• to omnissum unt, sint qui ad et, totam landusanim quam, odit venisquae con ne pro et lia nos re dolupta volessi ium voloribus.

Eolo berupit ad que volupta quunt maximilibus aborehent ipsunt voluptam ne namet evenis nost, sereicia dolorest,

To omnissum unt, sint qui ad et, totam landusanim quam, odit venisquae con ne pro et lia nos re dolupta volessi ium voloribus.

Xerciusandi ut modictas ma pos nam quodistionse ipiet quatate ctatem aut

+2%


£3.1Ficium essedit ianda me cons equam quam sum que ianda me cons quam sum

Find out more

HEADING

-1.8%Ficium essedit ianda me cons equam quam sum que ianda me cons quam sum

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HEADING

HEADING

Event


5 Mar 2015

Book now

Gallery


Upload

COMPLEX NEWSLETTER





Add to calender

Add to calender

Add to calender

HTML email HTML email with highlighted content

Short HTML newsletter Long HTML newsletter

June 2017


Section three


8181

Social media

These examples demonstrate how our brand is used to bring social media graphics to life.

On colour

June 2017


Section three


82

Email signatures

Our email signatures are simple, clean and straightforward.

Name Surname Job Title

Team | Department | Lloyds Banking Group

0117 123 4567 | 07712 345 678 [email protected]

Helping Britain Prosper

June 2017


Section three


83

Internal posters

These examples demonstrate how our brand is used to bring internal posters to life.

Colleague survey poster ‘Day to Make a Difference’ poster Hive poster

Q2 2016 Colleague Survey

Let us know by taking part in the Q2 Colleague Survey 22 Feb – 24 June 2016

Survey closes at 9am on 24 June. See Interchange and your divisional intranet for more details.

Confidentiality guaranteed.

Did you know? Originally bicycle engineers, the Wright brothers made air travel possible with their ground-breaking invention in 1903.

Connect | Coordinate | Collaborate

LET IDEAS TAKE FLIGHTWork openly and listen to the insights of others to turn ideas into reality.

5106.2 LBG Hive Posters.indd 4 07/03/2016 15:16

June 2017


Section three


84

Events and environments

These examples demonstrate how our brand is used to bring events and our environment to life.

For more detailed guidance please refer to the ‘Event guidelines’ document.

Banners – hero Banners – secondary Banners – secondary

Large scale events – hero panel Large scale events – secondary panel

BACKING BRITISH BUSINESSWe want British businesses to enjoy growth. That’s why we’re increasing our SME lending by £1 billion every year until the end of 2017.

lloydsbankinggroup.com/britishbusiness

Increasing lending to businesses when others are scaling back.

We support millions of companies, large and small.

Business Leaders Summit01 – 07 April 2016

HELPING BRITAIN PROSPER We have 420 mentors

across Britain helping businesses succeed

420We have increased our SME lending by over £1bn

£1bn

We approve eight out of ten loans

8/10

26,000 corporate customers

26,000We support over 80% of FTSE 100 and FTSE 250 companies

80%

BACKING BRITISHBUSINESSWe’re committed to providing the best financial advice, guidance and products to businesses nationwide. We’re committed to helping them grow.

lloydsbankinggroup.com/prosper

Business Leaders Summit01 – 07 April 2016

June 2017


Section three


85

Video and moving content

Opposite are some core principles and recommendations to consider when creating internal corporate films.

For more detail guidance, please refer to the ‘Brand in Motion’ film.

Always start with the idea and creative vision, and only then think about how this can be delivered through the lens of the brand.

Be mindful of the audience and aim to create a story with an engaging narrative and a clear purpose.

Use the best possible quality footage – either professionally sourced or shot. Content should feel connected to the real world and to our colleagues.

When shooting people, consider the art direction and use of cutaways. Footage should feel professional and dynamic.

When type is used, ensure it is considered and consistent throughout. Avoid too many special effects or transitions.

Look to create a personal connection with an appropriate soundtrack or voice-over.

You don’t need to illustrate everything, but do use icons and infographics to help display information more efficiently.

June 2017


Section three


86

RESULTS FOR THE QUARTER ENDED 31 SEPTEMBER 2016Name Surname

31 September 2016

For internal use only

External use – Helping Britain Prosper best practice examples The examples opposite show how our ‘Helping Britain Prosper’ brand assets come together to deliver powerful external communications.

Recruitment communication External PowerPoint template

External Email template

Customer Service Advisors

£13,950 – £14,724 + Benefits

Dundee

To find out more information about the role and the benefits of working for Lloyds Banking Group, visit:

www.lloydsbankinggroup.com/careers

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Regards, Name









Add to calender

Add to calender

Add to calender

June 2017


Section three


87

Current Helping Britain Prosper campaign The examples opposite show how our ‘Helping Britain Prosper’ brand assets are being used in the current above the line press campaign (H1 2017).

TRADE - SCOTLAND

BUILD - ENGLAND

TRADE - SCOTLAND

TRADE – ENGLAND

June 2017


Section three


88

Internal use – Helping Britain Prosper best practice examples The examples show how our ‘Helping Britain Prosper’ brand assets come together to deliver powerful internal communications.

The reach of each communication should be considered when applying the internal assets. For example, e-mail and PowerPoint should be avoided given that they may be seen externally.

Note: For more best practice examples please refer to the style guide.


EXAMPLE USE

LANDSCAPE

Rich content, quotes and proof points in this text area

Example use of the key elements that make up Helping Britain Prosper graphics; badge, water-mark, copy and image.



PORTRAIT




EXAMPLE USE

LANDSCAPE





PORTRAIT




EXAMPLE USE - TEMPLATES AND CASCADE

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ut aut quiscidessit ant, earchilique doloreic tem explani scipsamusa dolupta spienditatur arumqui iur ad untur mos archilique doloreic tem explani

2015

2014

2013

2016

MAIN TITLE AREASecondary Title Area

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WE ARE HELPING BRITAIN PROSPERIs escitemperro quam quias mi, alignimus et pernatur sum elictem doluptate venis dis debis audit, quo dem. Anditis dolorenimus, qui odis reri bla dus. Harumet labore volupis ut et ipsae quas a quis volestium quiaeped quam hil id quidis acerro debitas picitam ide consenimust, tem eos rem. Itatquaeptas ex exerumquae. Et la cus non rero endiantio.

Adam PledgerSenior Communications Manager, Corporate CommunicationGroup Corporate Affairs

M: 07800 123 456 | E: [email protected]

I help Britain prosper by...

Click here to access the toolkit

EXAMPLE USE - TEMPLATES AND CASCADE

MAIN TITLE AREASecondary Title Area Cusa sa dolor aut re, unt aditatium faccum et, quam con cusam, vera quam que voluptur, sinihitas

ut aut quiscidessit ant, earchilique doloreic tem explani scipsamusa dolupta spienditatur arumqui iur ad untur mos archilique doloreic tem explani

2015

2014

2013

2016





WE ARE HELPING BRITAIN PROSPERIs escitemperro quam quias mi, alignimus et pernatur sum elictem doluptate venis dis debis audit, quo dem. Anditis dolorenimus, qui odis reri bla dus. Harumet labore volupis ut et ipsae quas a quis volestium quiaeped quam hil id quidis acerro debitas picitam ide consenimust, tem eos rem. Itatquaeptas ex exerumquae. Et la cus non rero endiantio.

Adam PledgerSenior Communications Manager, Corporate CommunicationGroup Corporate Affairs

M: 07800 123 456 | E: [email protected]

I help Britain prosper by...

Click here to access the toolkit

EXAMPLE USE - BANNERS AND EXHIBITION

EVENT STYLE

6,000

1,000




EXAMPLE USE

LANDSCAPE





PORTRAIT




EXAMPLE USE

LANDSCAPE





PORTRAIT




Internal Posters

Internal Event Stand

Internal Digital Assets

Notebook

89


Section four


Section four

IMPORTANT INFORMATION

90 Contact information

89June 2017

June 2017


Section four

90


Contact information

For any questions or queries about our brand, please contact the Brand Team.

Brand [email protected]

Brand Toolkithttp://lbg.intranet.group/lbg_brand/centre/brand_resources/lloyds_banking_group.shtm

lloyds banking group guideline (update) · with bold, confident and kinetic typography. inspired by...

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