Lloyd's Register's London headquarters holds a maritime archive dating back to the 1700s, in a building with the space and standing to host more than its own staff. Lloyd's Register Foundation wanted to leverage the building and its location to convene the brightest, most active minds in maritime: to create a thriving hub for the global community, a centre for intellectual discourse, where new ideas are shared and policy is debated, in the way Chatham House does.
Lloyd's Register's London headquarters holds a maritime archive dating back to the 1700s, in a building with the space and standing to host more than its own staff. Lloyd's Register Foundation wanted to leverage the building and its location to convene the brightest, most active minds in maritime: to create a thriving hub for the global community, a centre for intellectual discourse, where new ideas are shared and policy is debated, in the way Chatham House does.
This new flagship events programme needed an identity strong enough to carry that ambition. The working name inside the building was @LR, but the '@' symbol had too much baggage, and we didn't believe it was fit for purpose.
What was needed was an engagement brand: something that would represent the venue, the stature and the whole programme of events across the building's different spaces. It should be positioned from the house of LR, but able to ring true as an events brand in its own right.
This new flagship events programme needed an identity strong enough to carry that ambition. The working name inside the building was @LR, but the '@' symbol had too much baggage, and we didn't believe it was fit for purpose.
What was needed was an engagement brand: something that would represent the venue, the stature and the whole programme of events across the building's different spaces. It should be positioned from the house of LR, but able to ring true as an events brand in its own right.
The result is Perspectives: a thought leadership programme from Lloyd's Register Foundation, with a clear aim behind it, mobilising global leaders to engineer a safer world.
We created a radiating symbol that extends Lloyd's Register's existing graphic language into its own mark, reflecting the Foundation's core colour palette. We wrote the full narrative and messaging that explains what Perspectives is, who it's for and what to expect at an event. Then carried this visual and verbal toolkit across everything the programme touches: web page headers, email invitations, Microsoft Teams backgrounds, lanyards, pull-up banners, PowerPoint templates and a run of branded merchandise.
The result is Perspectives: a thought leadership programme from Lloyd's Register Foundation, with a clear aim behind it, mobilising global leaders to engineer a safer world.
We created a radiating symbol that extends Lloyd's Register's existing graphic language into its own mark, reflecting the Foundation's core colour palette. We wrote the full narrative and messaging that explains what Perspectives is, who it's for and what to expect at an event. Then carried this visual and verbal toolkit across everything the programme touches: web page headers, email invitations, Microsoft Teams backgrounds, lanyards, pull-up banners, PowerPoint templates and a run of branded merchandise.
