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 keep it seamless.

The Business

Take a deeper dive into our business areas to get a good grasp on how Progressive shows up in our lines of business.

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 behave: We exist to help people move forward and live fully. That includes our customers, our agents, our community, and of course, our employees.

If you ever have a question, please contact brand@progressive.com. We’re happy to help!

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