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Progressive Insurance | Brand Guidelines

The Strategy

Our brand is more than a logo or a name. It's a system, built with intention. Brand architecture is the strategy behind that system: how we organize our portfolio, name our products, and connect them, so the customer experience feels clear and connected.

What is brand architecture?

Brand architecture is the way we communicate the breadth and depth of our product portfolio—including names and logos, and how they relate to one another.

Our brand architecture is built with an outside-in perspective, focused on how consumers move through our product portfolio to make choices. It aligns with our Destination Era vision to clearly communicate all insurance and financial services products we provide.

Our architecture strategy ensures consistency in both messaging and visual execution and emphasizes our expertise across insurance and financial services. It guides both how we name and visualize our products.

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Brand Architecture Hierarchy

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Our brand hierarchy is made up of five levels, outlines and organizes our product portfolio.

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Logo Usage & Exceptions

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We have two logos for use: Progressive and Progressive Commercial.

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Naming Guidance

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Our approach is informed by research, which told us that most consumers and customers find our category to be confusing.

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Visualizing Products

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In some situations, clearly visualizing a product helps audiences understand what’s being offered while still protecting the Progressive brand.

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Additional Resources

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Here you’ll find all the additional brand architecture guidelines for Progressive.