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Paragraph / body text. Here is a link example. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse luctus ultricies neque ut aliquam. Proin nulla eros, egestas eget convallis vel, varius eget tellus. Etiam eleifend ante vel semper facilisis. Fusce malesuada eros sed bibendum suscipit. Vivamus pharetra felis urna, eu dapibus dolor vehicula at. Sed consequat dapibus metus, euismod tincidunt nisi auctor at. Cras commodo dapibus massa pretium fermentum. Aenean molestie sed augue id luctus. Fusce porta lacinia nisi, varius sodales augue aliquet vel. Nam lacinia consectetur libero, tincidunt viverra erat pretium id.

Here's some lists and stuff

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Special Lines

Our Special Lines products are the "toys" our customers use recreationally. That’s why you’ll sometimes hear this business area referred to as Recreational Lines. These two terms mean the same thing. The only difference is Recreational Lines (RL) is used for agency customers and Special Lines (SL) is for direct customers. The four general categories are motorcycle, ATV/UTV, RV, and boat. Within each of those categories, there are specific vehicles including:

Motorcycle

Cruisers
Sport bike
Touring
Adventure / dual sport
Off-road
Scooter
Trike / three-wheeler

ATV /UTV

ATV
UTV
Side-by-side (SxS)

Class A motor home
Class B motor home
Class C motor home
Cargo & horse trailer
Conventional trailers
Fifth-wheel trailers
Pop-up campers
Truck campers

Boat

Bass & fishing boats
Pontoon boats
Powerboats
Personal watercraft (PWC)
Sailboats

By land, sea, or muddy trail — our audience’s travels may vary, but they’re connected by freedom, exploration, community, and pride. Whether you’re riding your bike down a winding road or taking your RV to the nearest campsite, these activities serve as a liberating escape from the monotony and stresses of daily life.

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.

Primary palette

Dusk blue and white are the predominant colors that represent the SL brand because they ladder up to the master Progressive brand. The muted blue represents the open sky and/or water.

Dusk

HEX: #91B0BF

RGB: 145, 176, 191

CMYK: 69, 43, 30, 4

PANTONE: 5405 C

75% tint

White

HEX: #FFFFFF

RGB: 255, 255, 255

CMYK: 0, 0, 0, 0

Black

HEX: #000000

RGB: 0, 0, 0

CMYK: 0, 0, 0, 100

Secondary palette

While the secondary palette isn't necessarily required to be used in every design, the bright pops of color speak to the fun had while using SL products...

Lake

HEX: #0077B3

RGB: 0, 119, 179

CMYK: 100, 47, 0, 0

PANTONE: 2935 C

Gravel

HEX: #585959

RGB: 88, 89, 91

CMYK: 0, 0, 0, 80

PANTONE: Black 75%

Ember

HEX: #EF5E15

RGB: 239, 94, 21

CMYK: 1, 78, 100, 0

PANTONE: 165

Sand

HEX: #F4F4ED

RGB: 244, 244, 237

CMYK: 0, 0, 3, 5

PANTONE: 7527 C

30% tint

Minimum Contrast Checker

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 Bold

All lowercase

Lake, gravel, ember, or dusk

adventure awaits

Subhead

96 Sans Medium

Sentence case

Dusk

FOR EVERY ESCAPE

Subhead 2

96 Sans Bold

Sentence case

Gravel

Get muddy and backed by an industry leader

Body Copy

96 Sans Light

Sentence case

Gravel or black

From chasing down miles of highway to parking at your favorite campsite, your RV gives you all the freedom you need to explore. So keep it safe with the expertise of the #1 choice for specialized RV insurance.

No depreciation.
We pay full replacement costs on partial losses.

Personal effects.
We’ll pay the full cost (no depreciation) for personal items that are stolen or get damaged in and around your RV.

Card Link Vertical Title

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.

Text call to action

You can designate the background color and the text color of this module. This is the body text area. Here's some body text. 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.

This is a link call to action. You can add html to this, so you can add links and stuff. If you ever have a question, please contact brand@progressive.com. We're happy to help!

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