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Here's some lists and stuff

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Flo: Our #1 Brand Icon

For more than a decade, Flo’s name, face, and perky attitude have become synonymous with Progressive. Appearing in everything from iconic TV spots to social media accounts to helpful AI chatbots and merchandise, Flo’s image, personality, and tone of voice can be used as quick and reliable brand recognition for our company.

That said, we’re thoughtful and deliberate about how we use Flo and her essence, with contracts driving many decisions. This includes her illustrated form as well. That’s why we caution to never use anything Flo-related (merchandise, presentations shown outside of Progressive walls, billboards, videos, etc.) without explicit permission from the Marketing department first.

Quite simply, utilizing Flo (or her likeness) could result in legal ramifications for you and/or your company. This is extremely important when using photos or videos of Flo. The same rules apply to using Jamie, Mara, Alan, and any of our other network characters.

If you’d like to use Flo, any of her iterations, or any other network character for any reason, please contact Progressive Marketing or brand@progressive.com.

Icons

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.

Primary Icons

The primary icons represent our products and services. This is our main set of icons. These icons have a stroke weight of 1px and are typically between 50-100px or larger.

Secondary Icons

The primary icons represent our products and services. If the product icon is displayed at less than 50px, these more simplified icons should be used with a 1px stroke weight.

Utility Icons

Utility icons support navigation, actions, and interface affordances. Keep the stroke weight consistent and use them sparingly so they remain clear cues for interaction. For guidance, contact brand@progressive.com.

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.

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!

Enter

The Progressive word mark and logotype variants give teams a controlled set of marks for common brand applications.

Use the primary mark when possible, then approved reversed or one-color treatments when the background requires it. This layout supports one lead image with two supporting files beneath it.

Recommended for a featured asset plus two alternates.