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Progressive Insurance | Brand Guidelines

Agency B2B Distribution

Agency refers to—you guessed it—insurance agents! Progressive has over 50,000 independent agents nationwide that sell Progressive products. When it comes to policies, an independent agent has a lot of different insurance companies they’re able to quote from. That’s why we want to make sure our Progressive brand is always top of mind when they start searching for quality insurance products for their customers.

Our business-to-business (B2B) marketing communicates between Progressive to sales reps, sales reps to agents or Progressive to agents, depending on the piece.

Agents

  • National Distribution
  • Large accounts
  • STAR
  • ISR
  • ASR
  • Partner agents
  • Platinum
  • Progressive Priority℠
  • Platinum Reserve℠

Field (sales reps)

  • ISR
  • ASR
  • Field trainers
  • RSMs
  • Business development consultants
  • DMs

Our brand strategy is more than our logo and color palette. It’s the entire experience that our agents, sales reps, and customers have with our company, our products, and our service. It defines who we are, what we stand for, the promises we make, and the personality we want to convey. When it comes to our sales reps, our agents, and their customers, we want to be uniquely Progressive in our look and feel, as well as the way we talk and act. When we create pieces for our independent agents, we want to stay within close proximity of our Progressive brand—and make a consistent impression every time.

Color

When in the digital space, remember to always double-check you’re meeting WCAG AA accessibility standards (or above) by using a minimum contrast checker.

Blue 700

HEX: #0077B3

RGB: 0, 119, 179

CMYK: 100, 47, 0, 0

PANTONE: 2935 C

Steel Blue 900

HEX: #0A3360

RGB: 10, 51, 96

CMYK: 100, 78, 36, 29

PANTONE: 2955

White

HEX: #FFFFFF

RGB: 255, 255, 255

CMYK: 0, 0, 0, 0

Black

HEX: #000000

RGB: 0, 0, 0

CMYK: 0, 0, 0, 100

Type

96 Sans is our custom typeface which gives us a completely unique brand identity. It also gives us a way to tie the look and feel of our brand identity across all creative pieces. For a more detailed breakdown of the nuances of type styling, see the full version of the Agency Brand Identity.

Headlines

96 Sans Light, Regular, Bold, or Heavy

Sentence case

PMS 2935 / Blue 700

Welcome to Progressive

Subhead

96 Sans Medium

Sentence case

Black

As the market evolves, Progressive evolves

Callout

96 Sans Bold

Uppercase

Black

A leader in commercial

Body Copy

96 Sans Light

Sentence case

Black

Our business market targets, or BMTs, give Progressive a granular focus into the commercial auto industry. This highly segmented approach allows us to be more responsive to changing market needs in the commercial auto industry.

Paving the way for success Here's what makes Progressive stand out:

  • Write across all 50 states
  • Cover both preferred risks and new ventures
  • Turn around more business—with rates in as little as 15 minutes!
  • Dedicated and expanding business group
  • Specialized in-house commercial claims adjusters
  • Suite of new products being tested and added all the time!

Iconography

Icons translate our products into bite-sized, visual nuggets. Like everything else, they are an important communication aid and have guidelines to ensure they make the best impact. Before working with iconography, check out our icon best practices.

B2B icons

These icons, pulled from the secondary set of icons, feature a one-color design with all black strokes. Use these icons to represent our products and services.

2_Tri_Axle_Dump_Truck_RGB.png
2_Umbrella_RGB.png
2_Snowmobile_RGB.png
2_Single_Axle_Tow_Truck_RGB.png
2_Renters_RGB.png
2_Semi_Day_Cab_RGB.png
2_PWC_RGB.png
2_Pickup_Truck_RGB.png
2_Motorcycle_RGB.png
2_Homeowners_RGB.png
2_Golf_Cart_RGB.png
2_Boat_RGB.png
2_Auto_RGB.png
2_ATV_RGB.png

Product train icons

These simplified icons, developed from the secondary set of the Progressive icon best practices, feature a one-color design of all black, however, they're further simplified and include a thicker stroke weight of 2px instead of 1px. Use these for design accents, in patterns, and in a product train.

3_Auto_RGB.png
3_ATV_RGB.png
3_Boat_RGB.png
3_Contractor_RGB.png
3_Golf_Cart_RGB.png
3_Dump_Truck_RGB.png
3_Homeowners_RGB.png
3_Motorcycle_RGB.png
3_PWC_RGB.png
3_Renters_RGB.png
3_RV_RGB.png
3_Semi_RGB.png
3_Snowmobile_RGB.png
3_Tow_Truck_RGB.png
3_Umbrella_RGB.png

Photography

Life of the agent

  • Candid shots of agents, agencies, and customers, in the field, using tools and technology.

Progressive people and culture

  • Candid, unscripted shots of Progressive people on campus, interacting with sales team, agents, and leadership, attending various cultural and community events, etc.

Customers and products

  • When it comes to photography, we should feature authentic, environmental, and casual imagery. Think candid, natural, approachable, and professional.
  • Utilize warm tones with high contrast and pops of brand colors.
  • Compositions should appear like they come from a natural, first-person perspective and eye height.
  • Talent should illustrate diversity in gender, age, and race. Whenever possible, use real agents, customers, and Progressive people.
  • Avoid top-down and other unnatural perspectives.
  • Avoid direct-to-camera looks and gazes.

Essence of Flo

  • Images that convey the bubbly brand icon without showing Flo’s likeness.
190924_19D30015_Home2-25.jpg

Illustration

Substantiation badges

Our Core B2B substantiations are leveraged to solidify our place as a leader in the agency space and build confidence with our agent customers. Substantiation badges function as a stamp of approval and are designed to be used individually in one to two colors. Copy in badges is legally substantiated, therefore the copy cannot be changed. Below is an overview of all legally substantiated and approved badges for use with agent, rep, and sometimes customer audiences.

We also leverage unique badges in Commercial Lines B2B, Recreational Lines (aka Special Lines), and customer-facing communications. See those pages for product-specific badges.

Agency-No-1-Auto-IA.png
Agency_80-Yrs.png
Agency_No-1-Personal-Auto-State.png
Agency_No-10-Home-CW.png

Patterns

This pattern represents the products that any agent can sell—whether that’s auto, home, renters, motorcycle, boat, RV, commercial auto, BOP, or more. The icons used here are the simplified monoline version rather than the primary version, because of the reduced scale.

B2B_Pattern_Blue.png
B2B_Pattern_Grey.png

Design Elements

Angled block

Mirror the angle “P” in our logo to be -25°; the angled block is used as a graphic accent to frame or accentuate content.

B2B_Angled_Blocks.png
B2B_Angled_Block_Navy.png

Quote bracket

The quote bracket is used to highlight a short snippet of important copy, either a pull quote or copy callout. Please match the white space between the quote brackets and the quote as seen in the example below.

Ribbon

Use when developing Progressive-to-agent training resources. The ribbon provides a recognizable, at-a-quick-glance reference of the name of the document for agents and reps.

B2B_Quote_Brackets.png
B2B_Ribbon.png

Brand behaviors

Let’s ‘talk’ about Independent Agents

We use all seven brand behaviors to create the PGR voice for Agency. However, based on past Agency projects, we’ve found that we write with the following behaviors in mind the most:

Clear

When it comes to insurance, Independent Agents have the power of choice. They also have a lot going on in their day-to-day. That’s why we need to be as concise, direct, and empathetic as we can when talking to them—using plain, easy-to-understand language when explaining products, policies, and claims.

Helpful

We treat relationships as valuable and permanent from day one. But, when they need our assistance, we need to shine by offering friendly, pleasant, solution-oriented advice to our agents, guiding them with useful information in a convenient way.

Welcoming

We should treat our independent agents as valuable and permanent from day one. Whether they’re just starting out as an agent or have been quoting us for years, we need to always lay out the red carpet and continually greet them with open arms.

Keeping it simple: Creating content for PGR

When it comes to writing—whether it’s body copy, headlines, articles or more—one of our general guiding principles for all Progressive communications is to keep it simple. To cut out all of the clutter, bring the main message to the forefront, and keep our content as simplistic and easy-to-read as possible.

That’s why we’ve put together a number of questions for writers, designers, and content creators to ask themselves before, during, and after the creative build:

  • Can my message be delivered more succinctly?
  • Can any elements be removed from the layout?
  • Is my vocabulary as clear and direct as possible?
  • Can the content be made more scannable and easier to read?