Brand guidelines
Logos, color, type, and approved wording for brokers, partners, and press. Use the files as supplied.
Logos
- Default to the wordmark.
- Black or white only. Never recolor, redraw, or re-space a mark.
- When the logo and wordmark appear together, use a lockup.
- Reverses: outline for editorial, solid for UI and small sizes.
Wordmark
Primary lockup
Testudo's own square and portrait layouts. Not available for download; partners use the alternate lockup.
Min 72 px · Clear space: the height of the O
Alternate lockup
Wide, short space: site headers, email signatures, partner rows.
Min 120 px · Clear space: the height of the O
Logo
Sparingly, where the name is established or will not fit: avatars, symbol-only rows.
Min 32 px · Clear space: one full logo
Clear space
Backgrounds
Color
Primary and foundation
Institutional Purple
RGB 56 0 110
SF Blue
RGB 0 155 244
London Gray
RGB 235 235 235
White
RGB 255 255 255
Black
RGB 0 0 0
Secondary
Light Purple
RGB 215 204 226
Mid Purple
RGB 136 102 168
Deep Purple
RGB 96 51 139
Pale Blue
RGB 204 235 255
Light Blue
RGB 153 216 255
Mid Blue
RGB 77 186 255
Compositions
Light mode
Purple and blue
Passes AAA at every text size.
Light mode
Blue and gray
Passes AAA at every text size.
Dark mode
White on purple
Passes AAA at every text size.
Dark mode
Mix on blue
Passes AA only. Keep copy short.
- Do not: No body copy in white on SF Blue, or SF Blue on white. Headlines only.
- Do not: Do not pair large fields of Institutional Purple and SF Blue.
Typography
Px Grotesk
Optimo
Headlines and body copy.
Insuring the AI economy
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ! ? , . ; @ # $ % ^ & * ( ) / [ ] { } _ - + = < >
Light · Regular and Italic · Bold and Bold Italic
Px Grotesk Mono
Optimo
Labels and eyebrows. Always uppercase, never running text.
Underwritten at Lloyd's
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ! ? , . ; @ # $ % ^ & * ( ) / [ ] { } _ - + = < >
Light · Regular and Italic · Bold and Bold Italic
Both faces are licensed and not in the kit. Use Arial and Courier New instead, or ask us about licensing.
Usage
Co-branding
Your brand leads. Ours sits at or below its weight.
Horatio
Print only. Never beside a lockup; the wordmark alone is fine.
Also not permitted
- Do not: Do not imply endorsement, partnership, or appointment that does not exist.
- Do not: Do not use the marks to promote a product Testudo does not underwrite.
- Do not: Do not put the marks on merchandise, packaging, or apparel.
- Do not: Do not use Testudo in a company name, product name, domain, or handle.
- Do not: Do not describe a way to buy from Testudo that bypasses a broker.
Wording
Correct: Testudo
Incorrect: Testudo AI, TESTUDO, testudo
The company name. Never add AI.
Correct: Testudo Global, Inc.
Incorrect: Testudo Global Inc, Testudo Global LLC
Legal entity. Contracts and notices only.
Correct: AI liability insurance
Incorrect: AI hallucination insurance, AI insurance
Our category.
Boilerplate
One line
Testudo is the AI liability insurance company, and a Lloyd's of London coverholder.
Short paragraph
Testudo writes standalone AI liability insurance for the generative AI that U.S. companies deploy. Third-party cover from a Lloyd's of London coverholder, on A+ (Superior) AM Best-rated Lloyd's capacity. Testudo was founded in 2024 and distributes only through brokers.
Describing your relationship
Testudo is a Lloyd’s of London coverholder, and sells only through brokers. Say so plainly.
Pending compliance review
The statements below are drafted from wording already published on this site and are being reviewed. Use them as the shape of what is expected, and confirm the exact wording with us before it goes into a regulated document.
| Who you are | Statement | Where it belongs |
|---|---|---|
| Retail or wholesale broker placing Testudo coverage | “Coverage is placed through Testudo, a Lloyd's of London coverholder, and underwritten at Lloyd's.” | Submission and proposal forms; any product page, brochure or deck that describes the coverage. |
| Broker referring to Testudo generally, outside a placement | “Testudo is a Lloyd's of London coverholder writing standalone AI liability insurance.” | First mention in marketing material, decks and email. Name only; the marks are not available for this use. |
| Technology partner or vendor referencing an integration | “[Partner] works with Testudo, the AI liability insurance company.” | First mention on the partner's site or in a release. No claim of endorsement, joint product, or underwriting authority. |
| Press, analyst or author | “Testudo writes standalone AI liability insurance for the generative AI that U.S. companies deploy. Third-party cover from a Lloyd's of London coverholder.” | First mention in the article. |
Permitted use
Pending compliance review
The grant below is drafted and under legal review. Our Terms of Service currently reserve all mark use to prior written permission, and until the two are reconciled the Terms govern. Treat this section as the intended position and ask before relying on it.
The marks belong to Testudo Global, Inc. Do not add ™ or ®. Appointed brokers may use them, unmodified, in material about coverage placed through Testudo. Partners may use them to identify an integration, and press in coverage of Testudo. Anyone may name Testudo accurately. Everything else needs written permission. Local insurance advertising rules still apply.
Downloads
Complete brand kit
The wordmark, the lockup, the logo, and all four Horatio colorways in SVG and PNG, plus the app icons.
Questions, print specs, or anything not covered here: contact us.
Testudo UK Limited (Firm Reference Number 1017533) is an Appointed Representative of Pro MGA Solutions Ltd, which is authorised and regulated by the Financial Conduct Authority. Nothing on this page constitutes an offer, inducement, or contract of insurance. Insurance is subject to underwriting and may not be available in all states.