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Progressive Insurance | Brand Guidelines
Welcome to Progressive's brand guidelines! Consider this your reference book whenever you're working on anything that carries the Progressive name. Because just like you, we have a reputation to uphold. And just like you, we want to make a great impression—every single time.
The Visuals
From logos to photography, keeping a consistent visual style ensures everything we create feels unmistakably Progressive.
The Voice
Our voice is like a neighbor on the front steps—easygoing, warm, and welcoming. Learn more about our tone and how we communicate.
The Business
Take a deeper dive into our business areas to get a good grasp on how Progressive shows up in different contexts.
Rooted in our purpose
Our purpose statement guides everything we do at Progressive. It's the reason we exist in the world, and it guides how we think, create, and act. We exist to help people move forward and live fully. This includes our customers, our agents, our community, and of course, our employees.