[{"data":1,"prerenderedAt":252},["ShallowReactive",2],{"page-naming-guidance-published":3},{"id":4,"documentId":5,"title":6,"slug":7,"description":8,"seoTitle":8,"seoDescription":8,"seoKeywords":8,"createdAt":9,"updatedAt":10,"publishedAt":11,"blocks":12},1366,"yqat9mhdr3trsyoyrz5lb95g","Naming Guidance","naming-guidance",null,"2026-07-21T18:38:53.419Z","2026-07-22T19:02:02.479Z","2026-07-22T19:02:02.519Z",[13,23,33,61,73,117,244],{"id":14,"items":15,"__component":22},1169,[16,20],{"id":17,"title":18,"link":19},2977,"Brand Architecture","\u002Fbrand-architecture",{"id":21,"title":6,"link":8},2978,"page.breadcrumb-nav",{"id":24,"navAnchor":8,"title":25,"content":26,"subheadText":27,"borderClass":28,"disclosureText":8,"buttons":29,"groups":30,"blurb":31,"__component":32},3373,"Why do we need naming guidelines? ","Our approach is informed by research, which told us that most consumers and customers find our category to be confusing. By naming our solutions, products and product add-ons consistently and simply, we support the experience we want our customers to have—one that is **straightforward, clear, and easy to understand.** \n\nWhen we talk about naming guidelines, we’re referring to **how products and offerings are named and used in copy, conversation, and written communication**—not how they appear visually in our logo. \n\nThese guidelines illustrate how to develop names that support this creative direction. ","Names help consumers, customers, and agents find what they need and help our brand and business grow. ","border-bottom",[],[],[],"page.text-content",{"id":34,"navAnchor":8,"title":8,"subheader":8,"description":35,"borderPosition":36,"items":37,"__component":60},66,"### Our core naming formula includes two key elements:","bottom",[38,55],{"id":39,"blockTitle":40,"blockSubheader":8,"blockDescription":8,"sectionLabel":41,"image":42},122,"Enterprise brand","Key Element 01",{"id":43,"documentId":44,"name":45,"alternativeText":8,"caption":8,"focalPoint":8,"width":46,"height":47,"formats":8,"hash":48,"ext":49,"mime":50,"size":51,"url":52,"previewUrl":8,"provider":53,"provider_metadata":8,"createdAt":54,"updatedAt":54,"publishedAt":54},568,"mwdupj94e5b2bi7juh7an5a7","PGR.svg",242,29,"PGR_61a12cf7f1",".svg","image\u002Fsvg+xml",5.4,"\u002Fuploads\u002FPGR_61a12cf7f1.svg","local","2026-07-22T14:57:06.872Z",{"id":56,"blockTitle":57,"blockSubheader":8,"blockDescription":58,"sectionLabel":59,"image":8},123,"Descriptive name","Occasionally there will be an alternative consideration:\n\n**Branded\u002FCreative name**","Key Element 02","page.key-element-blocks",{"id":62,"navAnchor":8,"sectionLabel":63,"title":40,"text":64,"description":65,"borderPosition":36,"items":66,"__component":72},109,"KEY ELEMENT 01","\u003Cp class=\"h1-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan>\u003C\u002Fp>","\u003Cp class=\"h2-subhead-style-18\">The Progressive name is a strong asset for our brand. Both customers and agents recognize us as a leading insurer and expect a wide range of insurance services from us.\u003C\u002Fp>\n\n\u003Cp class=\"h2-subhead-style-18\">We use \u003Cstrong>our name\u003C\u002Fstrong> to communicate that.\u003C\u002Fp>",[67,69],{"id":46,"content":68},"- Progressive is our primary brand, and other names are always preceded by it.",{"id":70,"content":71},243,"- Further, other names are almost always descriptive, so they don’t compete with the Progressive name for attention.","page.key-element-text",{"id":74,"navAnchor":8,"sectionLabel":75,"title":76,"text":77,"description":78,"borderPosition":36,"afterExampleText":79,"itemsHeading":8,"afterItems":80,"items":101,"__component":116},119,"KEY ELEMENT 02","Descriptive naming","\u003Cp class=\"h1-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> + \u003Cspan class=\"gray-text\">descriptive name\u003C\u002Fspan>\u003C\u002Fp>","\u003Cp class=\"h2-subhead-style-18\">The next element of our naming strategy is simple: \u003Cstrong>add a descriptive name\u003C\u002Fstrong> to the Progressive brand name.\u003C\u002Fp>","\u003Cp class=\"h2-subhead-font\">In the complex category of insurance, our naming strategy allows us to develop simple, descriptive names that speak our customers’ language, rather than belabor our own terminology. Limiting the number of branded names will reinforce our reputation for clarity and trust with consumers, customers, and agents.\u003C\u002Fp>\n\n**Progressive is our primary brand, and other names are always preceded by it.**\n\nWe do not use words or metaphors:",[81,85,89,92,95,98],{"id":82,"content":83,"icon":84,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},555,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> \u003Cspan class=\"gray-text\">Home\u003C\u002Fspan>\u003C\u002Fp>","check",{"id":86,"content":87,"icon":88,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},556,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> \u003Cspan class=\"gray-text\">Homefront\u003C\u002Fspan>\u003C\u002Fp>","x",{"id":90,"content":91,"icon":8,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},557,"**Names include enough detail to identify the product and avoid confusion with similar offers.**\n\nWe do not add words just to make it catchy:",{"id":93,"content":94,"icon":88,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},558,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan>  \u003Cspan class=\"gray-text\">Home Secure\u003C\u002Fspan>\u003C\u002Fp>",{"id":96,"content":97,"icon":8,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},559,"**By staying clear and descriptive, our names never compete with our primary brand for people’s attention:**\n",{"id":99,"content":100,"icon":88,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},560,"\n\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan>  \u003Cspan class=\"gray-text\">Athena\u003C\u002Fspan>\u003C\u002Fp>",[102,107,110,113],{"id":103,"content":104,"icon":8,"leftBracketLabel":40,"rightBracketLabel":57,"leftTextarea":105,"rightTextarea":106},536,"","\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan>\u003C\u002Fp>\n","\u003Cp class=\"h2-subhead-style\"> \u003Cspan class=\"gray-text\">Home\u003C\u002Fspan>\u003C\u002Fp>\n",{"id":108,"content":109,"icon":8,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},537,"\n**Don’t develop branded names for products without explicit permission from Brand Strategy:**",{"id":111,"content":112,"icon":88,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},538,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> \u003Cspan class=\"gray-text\">Wow\u003C\u002Fspan>\u003C\u002Fp>",{"id":114,"content":115,"icon":88,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},539,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> \u003Cspan class=\"gray-text\">Secure\u003C\u002Fspan>\u003C\u002Fp>","page.key-element-examples",{"id":118,"navAnchor":8,"title":119,"content":8,"belowAccordionText":8,"buttons":120,"items":121,"__component":243},386,"Additional naming guidance",[],[122,148,177,200],{"id":123,"title":124,"content":8,"blocks":125},873,"Branded \u002F creative naming",[126,138],{"id":127,"navAnchor":8,"sectionLabel":8,"title":8,"text":128,"description":129,"borderPosition":8,"items":130,"__component":72},110,"\u003Cp class=\"h1-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> + \u003Cspan class=\"green-text\">branded name\u003C\u002Fspan>\u003C\u002Fp>","\u003Cp class=\"h2-subhead-style-18\">Occasionally, we choose to develop a branded name that doesn’t follow our core naming formula. We do this very selectively, and for a very specific set of reasons:\u003C\u002Fp>",[131,134,136],{"id":132,"content":133},244,"- We may need a name that stands out in our category because it’s the first of its kind, or because we added benefits to an existing product that truly differentiates us from our competitors.",{"id":135,"content":133},245,{"id":137,"content":133},246,{"id":139,"navAnchor":8,"sectionLabel":8,"title":8,"text":8,"description":8,"borderPosition":8,"afterExampleText":8,"itemsHeading":140,"afterItems":141,"items":142,"__component":116},115,"Example",[],[143],{"id":144,"content":104,"icon":8,"leftBracketLabel":40,"rightBracketLabel":145,"leftTextarea":146,"rightTextarea":147},540,"Branded \u002F creative name","\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan>\u003C\u002Fp>","\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"green-text\">Snapshot®\u003C\u002Fspan>\u003C\u002Fp>",{"id":149,"title":150,"content":8,"blocks":151},874,"Distributed partner product naming",[152],{"id":153,"navAnchor":8,"sectionLabel":8,"title":8,"text":154,"description":155,"borderPosition":8,"afterExampleText":8,"itemsHeading":156,"afterItems":157,"items":158,"__component":116},116,"\u003Cp class=\"h1-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> + \u003Cspan class=\"gray-text\">descriptive name\u003C\u002Fspan> + \u003Cspan class=\"purple-text\">by [underwriting partner] \u003C\u002Fspan>\u003C\u002Fp>","\u003Cp class=\"h2-subhead-style-18\">Products distributed by Progressive but underwritten by a third party should follow the same formula as our own products. Place the name of the third-party provider after the name of the product and join the product name and underwriter’s name with the word “by.”\u003C\u002Fp>","Examples",[],[159,162,165,168,171,174],{"id":160,"content":161,"icon":84,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},541,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> \u003Cspan class=\"gray-text\">Home,\u003C\u002Fspan>\u003Cspan class=\"purple-text\"> by HomeSite\u003C\u002Fspan>\u003C\u002Fp>",{"id":163,"content":164,"icon":84,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},542,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive Pet,\u003C\u002Fspan> \u003Cspan class=\"purple-text\">by Pet's Best\u003C\u002Fspan>\u003C\u002Fp>",{"id":166,"content":167,"icon":8,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},543,"**If required legally, include a more formal (but still straightforward) description of our relationship:**",{"id":169,"content":170,"icon":84,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},544,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> \u003Cspan class=\"gray-text\">Home,\u003C\u002Fspan>\u003Cspan class=\"purple-text\"> underwritten by HomeSite\u003C\u002Fspan>\u003C\u002Fp>",{"id":172,"content":173,"icon":8,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},545,"**Don't develop branded endorsements for third parties:**",{"id":175,"content":176,"icon":88,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},546,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> \u003Cspan class=\"gray-text\">Home,\u003C\u002Fspan>\u003Cspan class=\"purple-text\"> Powered by Partner\u003C\u002Fspan>\u003C\u002Fp>",{"id":178,"title":179,"content":8,"blocks":180},875,"Product add-on naming",[181,192],{"id":182,"navAnchor":8,"sectionLabel":8,"title":8,"text":183,"description":184,"borderPosition":8,"items":185,"__component":72},111,"\u003Cp class=\"h1-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> + \u003Cspan class=\"gray-text\">descriptive name\u003C\u002Fspan> + \u003Cspan class=\"orange-text\">with [ product add-on ] \u003C\u002Fspan>\u003C\u002Fp>","\u003Cp class=\"h2-subhead-style-18\">Product add-ons are usually not a formal part of a product’s name, but when you do need to name one, use industry-standard and descriptive names. \u003C\u002Fp>",[186,189],{"id":187,"content":188},247,"- Insurance is a confusing category, so we want to take advantage of what people already know. ",{"id":190,"content":191},248,"- If there isn’t an industry standard, develop a name for the feature that is as descriptive (and short) as possible. ",{"id":193,"navAnchor":8,"sectionLabel":8,"title":8,"text":8,"description":8,"borderPosition":8,"afterExampleText":8,"itemsHeading":194,"afterItems":195,"items":196,"__component":116},117,"FOR EXAMPLE ONLY",[],[197],{"id":198,"content":199,"icon":84,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},547,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive \u003C\u002Fspan>\u003Cspan class=\"gray-text\">Home\u003C\u002Fspan>\u003Cspan class=\"orange-text\"> with Accident Forgiveness\u003C\u002Fspan>\u003C\u002Fp>",{"id":201,"title":202,"content":8,"blocks":203},876,"Bundle naming",[204,218],{"id":205,"navAnchor":8,"sectionLabel":8,"title":8,"text":206,"description":207,"borderPosition":8,"items":208,"__component":72},112,"\u003Cp class=\"h1-style\">\u003Cspan class=\"blue-text\">Progressive\u003C\u002Fspan> + \u003Cspan class=\"gray-text\">first product \u003C\u002Fspan> + \u003Cspan class=\"gray-text\">second product\u003C\u002Fspan> + \u003Cspan class=\"red-text\">[ bundle ] \u003C\u002Fspan>\u003C\u002Fp>","\u003Cp class=\"h2-subhead-style-18\">While not part of our standard brand architecture, product bundles are an important tool for us as we grow the Progressive business. \u003C\u002Fp>",[209,212,215],{"id":210,"content":211},249,"- To develop a name for a bundle, combine the descriptive names of the products that comprise the bundle. That is the primary name for the bundle.",{"id":213,"content":214},250,"- When needed in the body copy of your communications, you can add the word “bundle” after the product name.",{"id":216,"content":217},251,"- Don’t capitalize “bundle” as it is not formally part of the product’s name.",{"id":219,"navAnchor":8,"sectionLabel":8,"title":8,"text":8,"description":8,"borderPosition":8,"afterExampleText":8,"itemsHeading":156,"afterItems":220,"items":221,"__component":116},118,[],[222,225,228,231,234,237,240],{"id":223,"content":224,"icon":8,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},548,"**Primary name for policies, headlines, etc.:**",{"id":226,"content":227,"icon":84,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},549,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive \u003C\u002Fspan>\u003Cspan class=\"gray-text\">Home and Auto\u003C\u002Fspan>\u003C\u002Fp>",{"id":229,"content":230,"icon":8,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},550,"**Long name to aid in readability in long-form copy:**",{"id":232,"content":233,"icon":84,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},551,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive \u003C\u002Fspan>\u003Cspan class=\"gray-text\">Home and Auto \u003C\u002Fspan>\u003Cspan class=\"red-text\">bundle\u003C\u002Fspan>\u003C\u002Fp>",{"id":235,"content":236,"icon":8,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},552,"**Don’t develop branded names for bundles:**",{"id":238,"content":239,"icon":88,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},553,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive \u003C\u002Fspan>\u003Cspan class=\"gray-text\">Homefront \u003C\u002Fspan>\u003Cspan class=\"red-text\">bundle\u003C\u002Fspan>\u003C\u002Fp>",{"id":241,"content":242,"icon":88,"leftBracketLabel":8,"rightBracketLabel":8,"leftTextarea":8,"rightTextarea":8},554,"\u003Cp class=\"h2-subhead-style\">\u003Cspan class=\"blue-text\">Progressive \u003C\u002Fspan>\u003Cspan class=\"gray-text\">ZoomZoom \u003C\u002Fspan>\u003Cspan class=\"red-text\">bundle\u003C\u002Fspan>\u003C\u002Fp>","page.accordion",{"id":245,"prevLabel":246,"prevUrl":247,"nextLabel":248,"nextUrl":249,"borderTop":250,"__component":251},878,"Logo Usage","\u002Flogo-usage-exceptions","Visualizing Products","\u002Fvisualizing-products","no-border","page.button-pagination",1784747242535]