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Progressive Insurance | Brand Guidelines

Heavy Truck

Commercial Lines is organized into two audiences: Small Business and Heavy Truck. The way we see it, the line that connects our two main audiences is direct and defining. It’s the shared spirit of hard work. You know, rolling up your sleeves and getting the job done in the name of building something better. With over 45 years of experience and more than 30 types of business and vehicle insurance coverages, it’s our goal to help our customers protect their businesses with the coverages they need at a price they deserve.

The Heavy Truck business focuses on three categories of drivers: For-Hire Transportation (FHT), For-Hire Specialty (FHS), and Tow. We’re proud to be the #1 truck insurer in the country.

For-Hire Transportation: For-hire trucking transportation, auto haulers, refrigerated goods, agricultural hauling, etc.

For-Hire Specialty: Dirt, sand and gravel, logging and log transport, scrap metal and recycling services, debris removal, etc.

Tow: Towing services, auto repair and maintenance, auto auction haulers, body shops, etc.

Within the trucker audience, we have two defined segments: Preferred and Standard. Preferred truckers are the tenured, experienced, and business-like knights of the road. They value safety, responsibility, and courtesy. Standard truckers are younger in their careers and accordingly have less established driving records.

Color

Use lots of fresh white and blues to portray the freedom of the open road.

Blue 700

HEX: #0077B3

RGB: 0, 119, 179

CMYK: 100, 47, 0, 0

PANTONE: 2935 C

White

HEX: #FFFFFF

RGB: 255, 255, 255

CMYK: 0, 0, 0, 0

Steel Blue 900

HEX: #0A3360

RGB: 10, 51, 96

CMYK: 100, 78, 36, 29

PANTONE: 2955 C

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. It’s a great choice for truck headlines or Rift works for shorter headlines as noted below. For a more detailed breakdown of the nuances of type styling, see the full version of the Commercial Lines Brand Identity.

Headlines

Rift

All caps

PMS 2955 / Steel Blue 900

Coverage, Service, and Savings

Subhead 1

96 Sans Medium Italic

Sentence case

CL gray

Designed specifically for professional truckers

Subhead 2

96 Sans Bold

Sentence case

Black

First-class services

Body Copy

96 Sans Regular

Sentence case

Black

Our extensive network of heavy truck repair shops works to get you back on the road quickly. And with unlimited towing, in the case of a claim, we pay your towing costs to a nearby, qualified repair facility at no additional cost.

  • Flexible payment plans and options
  • In-house truck claims specialists
  • Easy mobile app access to certificates of insurance, ID cards, and more
  • Truck claim photo estimating via mobile app

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.

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.

1_Tractor_Trailer_with_Day_Cab_RGB.png
1_Tilt_Trailer_RGB.png
1_Semi_Day_Cab_RGB.png
1_Pole_Trailer_RGB.png
1_Refrigerated_Box_Truck_RGB.png
1_Roll_Off_Garbage_Truck_RGB.png
1_Single_Axle_Flatbed_Truck_RGB.png
1_Rag_Top_Trailer_RGB.png
1_Logging_Trailer_RGB.png
1_Heavy_Duty_Boom_Truck_RGB.png
1_Garbage_Truck_RGB.png
1_Flatbed_Trailer_RGB.png
1_Dump_Trailer_RGB.png
1_Dual_Axle_Tow_Truck_RGB.png
1_Heavy_Duty_Boom_Truck_RGB-1.png
1_Dual_Axle_Tow_Truck_RGB-1.png
1_Box-Straight_Truck_RGB.png
1_Dry_Freight_Trailer_RGB.png

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.

2_Wedge_Trailer_RGB.png
2_Tractor_With_Logging_Trailer_RGB.png
2_Tractor_With_Dump_Trailer_RGB.png
2_Pump_Truck_RGB.png
2_Single_Axle_Flatbed_Truck_with_Car_RGB.png
2_Street_Sweeper_Truck_RGB.png
2_Tractor_Trailer_with_Sleeper_Cab_RGB.png
2_Light_Duty_Boom_Truck_RGB.png
2_Hotshotter_RGB.png
2_Front_Loader_Garbage_Truck_RGB.png
2_Dual_Axle_Tow_Truck_RGB.png
2_Cement_Mixer_Truck_RGB.png
2_Bottom-Side_Dump_Trailer_RGB.png
2_Dual_Axle_Tank_Trailer_RGB.png
2_Dual_Axle_Flatbed_Truck_RGB.png
2_Auto_Hauler_RGB.png

Product train

This set of products is what we call our product train. It’s used to quickly represent our most popular products. Use them as static icons in the order pictured below, with the same spacing between products.

3_CL_Vehicles_Train_RGB.png

Photography

Trucking photography is based on the idea that every action has an important purpose. These guidelines are in place to help highlight the hard-working perspective of our insured truckers.

Working life

This photography should feature truckers in action, whether that’s inside or near the truck. It can also include the driver’s point of view. Use high contrast and limited color to depict the day-to-day, real life work of the industry.

On the road

Use natural browns and blues to accent wider environments where truckers load, unload, and prepare for a safe journey.

200925_20B40141_TRUCK_TRUCKSTOP_0057.jpg

Illustration

Substantiation badges

Badges are to 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.

Truck-50-Yrs-Black.png
Truck-No-1-Black.png

Brand behaviors

Let’s ‘talk’ about Small Business Owners

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

Optimistic

Small Business Owners are burning the candle at both ends. When we have a chance to talk to them, we should convey a sense of positivity—sending them encouraging thoughts even if there’s a hiccup along the way.

Clear

Small Business Owners 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

To a Small Business Owner, insurance is a necessity more than a main focus of their business. But, when they need our assistance, we need to shine by offering friendly, pleasant, solution-oriented advice to them along the way.

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?

CL B2B

When talking about CL in the agency space, we call it B2B, or “business to business.” 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.