Progressive Insurance logo

Progressive Insurance | Brand Guidelines

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)

RV

  • 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.

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

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

Uppercase

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.

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. For the SL space, we use the secondary icons to represent our products, in one color.

icon-filler.png
icon-filler.png
icon-filler.png
icon-filler.png
icon-filler.png
icon-filler.png
icon-filler.png
icon-filler.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_Train_SL_RGB.png

Photography

SL adventure is about freedom, and should show people enjoying the products out in the world. Overall photography should be airy, and can be complemented by tightly cropped detail shots. It should also consider current brand partners if vehicle logos are present. Photography in the SL space should be candid, adventurous, aspirational, landscape-focused and airy.

Each product area has special considerations and watch-outs:

Motorcycle

  • Appropriate safety gear and apparel must be worn in all photos, including helmets, protective eyewear, and fully covered legs, arms, hands, and feet.
  • Be mindful of which side of the road the rider is on, along with the markings (avoid European roads).
  • Avoid overly modified bikes—Progressive doesn’t insure modifications after a certain point.

Boat

  • Avoid sailboats—pontoon and fishing boats are a much larger part of Progressive’s portfolio.
  • Models should always be wearing a life vest when riding a PWC (personal watercraft—such as a jet ski).
  • Limit ocean photos—focus on inland lakes.

RV

  • Avoid photos of Airstreams—this type of RV doesn’t make up a very large portion of Progressive’s portfolio.
  • Be mindful of which side of the road the vehicle is on, along with the markings (avoid European roads).

ATV

  • Appropriate safety gear and apparel must be worn in all photos, including helmets, protective eyewear, and fully covered legs, arms, hands, and feet.
  • Be mindful of which side of the road the vehicle is on, along with the markings (avoid European roads).
offset_318941.jpg

Illustration

Substantiation badges

For each main SL product line, we can use certain legally substantiated claims for marketing purposes. You can use these as call-outs or stand-alone lockups. Substantiation badges function as a stamp of approval and are designed to be used individually in one to two colors. Copy in badges is legally substantiated, therefore the copy cannot be changed.

cl-sub-badges.5bb2431.png

Patterns

Topographic pattern

This pattern represents the terrain any SL product owner could travel on water, road, or land. Map patterns should be used as secondary textural elements, or as larger graphics on simpler layouts. They can be layered with photography, reversed out of a color block, and used in just 1-2 colors. When using in complex layouts, try to keep the usage light and airy with light transparencies, and layered as slices rather than over a large area.

shutterstock_680121922.png

Brand Behaviors

Let’s ‘talk’ about Special Lines

Disarmingly humorous

These products were made to have fun—like gliding, riding, and all-wheel driving fun—and our brand voice reflects that. It’s about enjoying the journey and laughing along the way.

Unexpected

This isn’t exactly auto insurance. Out here, we live for adventure and exploration (and having a ton of fun along the way). But wherever you travel, our SL customers are always going to have a little surprise along the way (good or bad).

Insightful

Our insight is what keep us grounded in the outdoor lifestyle of our customers. By thinking like an adventurer, we’ll keep them coming back for s’more—giving them the feeling of freedom and exhilaration. And, getting to the core of why they love their boats, motorcycles, and RVs.

Voice

Motorcycle

Headstrong with a bit of heart. Our motorcycle tone of voice is definitely our most “unexpected.” It can be tough, it can be edgy, but most of all it’s passionate about the ride and all the excitement (and quirks) that comes along with it.

RV

Our tone of voice is on the road again. It travels from brave to aspirational and even takes a bend into quirky sometimes. But wherever it travels, we always pack a whole bunch of enthusiasm.

Boat

Boaters just want to have fun and so does our tone of voice. Even when we’re swearing like sailors from mechanical breakdowns or catching fish with the fam, we find a way to add a little sunshine or relaxation to our boaters’ lives.