Lloyd's Market Association (LMA), provides professional, technical support to the underwriting community within the Lloyd's of London insurance market. All underwriting businesses at Lloyd’s are members.

We were asked to perform one of the hardest design tasks — to rework an existing logo without destroying its previous life. We redrew the geometric letterforms to make them more forceful, and introduced more vibrant versions
of the existing colour scheme.

The revised logo was used in a brochure to introduce a new structure of professional development and career progress within the Lloyd's market, and to direct visitors to the
website dedicated to the project.


Closer to home, the Academy offers a range of
lectures and workshop educational activities. Using
traditional security printing imagery we designed a
certificate and presentation folder which allows
successful participants to document their Professional
Development progress.

As part of the decorative content of the certificate
we revived the long-established tradition of using
interlocking letter forms to create a bell motif
which alludes to the preserved Lutine Bell on display
in the main Underwriting Room, and which echoes
some of the historic architectural detailing within
the Lloyd's Building.


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The LMA Lloyd's Market Academy delivers a range of
educational activities to the Lloyd's community. We were
asked to design the report of a seminar held in San
Francisco on the topic of Earthquake Risk in California.


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LMACertAnnOther250px LMAPCALcover LMAPCALspread Earthquakecovers p89a JONES | MORRIS | GRAPHIC