LGPS Brand Guidelines Introduction 02 The identity of the Local Government Pension Scheme, or LGPS for short, is a key part of the national brand image. It symbolises modernity, authority and openness. A distinctive and professional national brand identity signals to LGPS employers, members and other stakeholders in the pension industry that the LGPS is a strong and credible public sector pension scheme. Simple, bold and confident, it is our most important visual asset. It is imperative that the brand identity is applied correctly and consistently by all local pension funds. These guidelines outline when to use the different versions of the brand mark and in which format. v1.0 2021