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Progressive Insurance | Brand Guidelines

Commercial Lines B2B

Agency refers to—you guessed it—insurance agents! Progressive has over 40,000 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. Progressive commercial covers almost any business, driver or vehicle and is proud to be the #1 commercial auto insurer.

Commercial Lines B2B follows the core Agency Distribution B2B guidelines , but features an alternate color palette and identifying graphic elements to create distinction from core B2B and Commercial Lines material.

Color

The Progressive Commercial palette is primarily white, navy, and khaki, with small accents of Progressive blue and orange. The use of orange as an accent color sets Progressive Commercial B2B material apart from consumer-facing material. For multi-page materials, khaki should be used as the primary background color of the first page. Interior or subsequent pages should use white as the primary background color, or a balance between the two.

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.

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

Khaki

HEX: #F4F4ED

RGB: 244, 244, 237

CMYK: 0, 0, 3, 5

PANTONE: 7527 C

30% tint

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.

CL B2B icons

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

2_Tri_Axle_Dump_Truck_RGB.png
2_Workers_Compensation_RGB.png
2_Professional_Liability_RGB.png
2_Pickup_Truck_RGB.png
2_Commercial_Auto_RGB.png
2_Delivery-Step_Van_RGB.png
2_Businessowners_Policy_RGB.png
2_Cyber_Insurance_RGB.png

Utility

These simplified utility and secondary icons can be used to indicate an action can be taken or to give supporting visual cues to labels/type.

4_Discount_Senior_Driver_RGB.png
4_Discount_Recovery_Device_RGB.png
4_Discount_Online_Quote_RGB.png
4_Discount_Multi_Vehicle_RGB.png
4_Discount_Multi_Policy_RGB.png
4_Discount_Loyal_Customer_RGB.png
4_Discount_Electronic_Funds_Transfer_RGB.png
4_Discount_Defensive_Driver_RGB.png
4_Discount_Daytime_Running_Lamps_RGB.png
4_Discount_Continuous_Coverage_RGB.png
4_Discount_Association_RGB.png
4_Discount_Anti_Theft_Category_2_RGB.png

Photography

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.
  • Imagery that focuses on the vehicle gives a nod to commercial auto where the vehicle acts as a reminder that small business owners are always delivering to their customers.
  • Photography that shows small business owners and the hands-on approach they take to make their dream a reality.
  • Shots of storefronts or work environments that cement the investment small business owners put in to create their vision.
20B40141_BACON_ARCHITECT_0453-Edit.jpg

Illustration

Substantiation badges

We leverage substantiation badges in Commercial Lines B2B communications, as illustrated below. Badges act as a stamp of approval, and are designed to be used individually. Additional badges can be created on an as-needed basis; however, they should all follow a similar format. Copy in badges is legally substantiated, therefore the copy cannot be changed.

When multiple substantiations are needed, use only one badge paired with text substantiations.

Truck-No-1-Black.png
Bacon-30-Coverages-Black.png
Bacon-No-1-Black.png
Bacon-50-Yrs-Black.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?