Progressive Insurance | Brand Guidelines

abbreviations

• e.g. is an abbreviation for “exempli gratia” (or “for example”) and is always followed by a comma. It's mainly used to introduce examples or further elaborate on a statement.
• etc. is short for “et cetera,” meaning "and so on" or "the rest." It's used to indicate that a list of items is not exhaustive. 
• i.e. is an abbreviation for “id est” (or “that is”) and is always followed by a comma. It is used to clarify a previous word or statement.

Acronyms

General

Try to limit your use of acronyms. While they may be a shortcut in our writing process, they also tend to confuse readers. Our goal is to be understandable and clear, avoiding business-speak and jargon. Spell out on first reference and place the acronym in parentheses directly following the words in body copy. Don't put periods between the letters. On subsequent references, use the acronym. To make an acronym plural, simply add a lowercase "s" without an apostrophe. Use an acronym only if you're planning to mention it again in the document.

Possessive

Avoid adding "-'s" to make an acronym possessive. Instead, rewrite the sentence to avoid the possessive form. An exception to this is organizations within Progressive—it's acceptable to add "-'s" to these acronyms to indicate possession.

In headlines

Use of an acronym in a headline is acceptable if it's defined in text immediately following the headline, or if it's a commonly understood term for the intended audience—for example, "FAO" for an agent audience.

For a list of Progressive-related acronyms, visit the acronym section of the Style Guide.

Note: Use periods for C.L.U.E.® Auto. Unlike other Progressive acronyms, don't spell out on first reference. LexisNexis owns this product and has registered the acronym, as shown here, as a company trademark. (C.L.U.E. stands for Comprehensive Loss Underwriting Exchange.)

Agents

"Agent" and "broker" refer to the individual; "agency" refers to the business. Use "agency" to describe a business employing brokers, not "brokerage."

When referring to our agents:

• In a press release: Use local Progressive agents
• In consumer-facing creative assets such as brochures, TV, print radio, digital ads, email, or web content: Use local agent
• In agent-facing creative assets (e.g., FAO, presentations, etc.):  Use local independent agents

artificial intelligence

The term “AI” is acceptable in place of writing out “artificial intelligence” on first reference in most cases, however, consider writing out the full term on first reference if a significant portion of the audience might be unfamiliar with the abbreviation.

General terms related to AI should be lowercase.

• Examples: generative AI, large language model, predictive AI, machine learning, etc.

Product names and their related company title should follow company usage.

• Example: OpenAI has made its artificial intelligence chatbot, ChatGPT, available for public use.

Business Owners Policy

Use “Business Owners Policy” when referencing Progressive’s BOP product. In plural contexts, write as "Business Owners Policies." Do not use an apostrophe. Use the abbreviation “BOP” after the first reference.

Examples:

• See if your business could benefit from Business Owners Policy coverage.
• Business Owners Policies are underwritten by third-party insurers.

cancellation, canceling, canceled

Spell these commonly used words according to Associated Press guidelines (shown here).

Capitalization

Business areas and product lines —Treat Progressive's business areas and product lines as proper names and capitalize accordingly. Use lowercase for generic and non-Progressive references.

Examples:

• Agency Business, Progressive Commercial Auto, Special Lines, Personal Auto.
• Progressive's Special Lines products feature a variety of coverage options. Many insurance companies insure special lines vehicles.
• GEICO has changed the advertising for its motorcycle product.

Coverage and benefit names

Treat direct, clear references of Progressive coverages and benefits as proper names and capitalize accordingly.

However, don’t initial capitalize the word “coverage” or any other word being modified. Use initial lowercase for generic and non-Progressive references. See the hyphens and dashes section for additional guidelines.​

Examples:

• Progressive Comprehensive coverage, Trip Interruption coverage, Pet Injury coverage.
• In Tennessee, liability coverage is now mandatory.
• Customers can save up to 15% on commercial auto insurance when they pay in full.
• Progressive Commercial Auto customers can save up to 15% when they pay in full.

Discounts

Treat as proper names and capitalize accordingly. If the name has more than one word, initial cap all words, including the word "Discount." Use numerals for numbers in discount names. Use lowercase for generic references to the discount later in your copy. See the hyphens and dashes section for additional guidelines, and view a listing of discounts and their descriptions on the Discounts page of this guide.

Examples:

• Paid In Full Discount, 3-Year Accident and Violation Free Discount.
• The discount is effective at your next renewal.
• See if you qualify for a multi-policy discount today.
• Progressive customers may qualify for the Multi Policy Discount.

See the hyphens and dashes section for additional guidelines, and view a listing of discounts and their descriptions on the Discounts page of this guide.

Forms and documents

Use initial cap for all Progressive forms and documents (e.g., Producer's Agreement). Use lowercase for generic references to the document later in your copy.

Hashtags

Use Pascal Case for hashtags—capitalizing the first letters of all words in multiple word hashtags (e.g., #PersonOfTheMonth, #RemoteWorkplace)—unless they're part of the sentence.

Examples:

• I love my cat but he's much too fluffy. #LoveYourCatDay
• I'm at the vet and my cat is totally #wildin.
• Headlines—See the headlines and subheads section.

commas in a series

We recommend using the Oxford (serial) comma after the final element in a series of three or more elements.

Example:

• Some of the most common insurance coverages include liability, comprehensive, collision, uninsured/underinsured motorist, and roadside assistance.

Commercial Lines

Use instead of "Commercial Auto."

Core Values

Capitalize "Core Values" in direct reference to the set of concepts that steer our decisions and behavior at Progressive. Capitalize each of the specific values: Integrity, Golden Rule, Objectives, Excellence, and Profit.

Coverage Summary

This is what we call the document many other companies call a declarations page (we do refer to the term "declarations page" in the subtitle of our document). Use "Coverage Summary" when referring to our document, but use "declarations page" when referring to other companies' documents.

Examples:

• This is your Progressive Coverage Summary.
• Refer to your Coverage Summary for a complete explanation of the coverages included on your policy.
• Send us a copy of the declarations page from your previous policy.

coverage, coverages

Microsoft Word spellcheck flags "coverages" as a misspelling. It is, however, acceptable usage.

customers, consumers, policyholders and insureds

Use "customer" to identify someone who has a Progressive policy or anyone who's reported a claim to us. Use "consumers" to identify someone who does not have a policy. Avoid the terms "policyholders," "insureds," and "claimants."

dates

Use cardinal numbers (e.g., March 17, June 11) instead of ordinal numbers (e.g., March 17th, June 11th).

In body copy, abbreviate Jan., Feb., Aug., Sept., Oct., Nov., and Dec. when used with a specific date, and write out when using alone or with a year alone (e.g., September 2016). When using a specific date with a year, set off the year with commas.

Note: You can use numeric dates in mobile copy or tables to make efficient use of space, but avoid using numeric abbreviations in body copy (e.g., 8/9/2010).

disclaimers

When a copyright date is listed, ensure the current year is reflected in the disclaimer copyright information.

Progressive Casualty Ins. Co. & affiliates—Please note this usage within disclaimers. Use the abbreviations "Ins." and "Co." as well as replacing "and" with an ampersand.

ellipsis

Treat an ellipsis as a three-letter word, constructed with three periods, and an empty space before and an empty space after it.

email

One word, no hyphen.

e-sign, e-signature, e-Sign, e-Signature

In generic references to electronic signatures and electronic signing, use “e-sign” and “e-signature.”

Examples:

• We archive all e-signed documents.
• Please e-sign all highlighted fields.

In references to the process used by Progressive agents with customers, use “e-Sign” and “e-Signature.”

• The policy is to be signed by the customer through our e-Signature process.
• Customers missed the e-Sign deadline.

hashtags and emojis

If a sentence ends with a hashtag or emoji, it doesn't need additional punctuation unless it's used to add additional expression (i.e., an exclamation mark) or for effect. Overall, the less punctuation the better when it comes to social media copy that uses emojis and hashtags. Use Pascal Case for hashtags—capitalizing the first letters of all words in multiple word hashtags (e.g., #PersonOfTheMonth, #RemoteWorkplace).

Examples:

• I'm a proud cat mama #Caturday
• My cat thinks he's a princess 😹
• Ack, my cat threw up on my bed! 🤢
• My cat. Your cat. All of the cats. 😃

headlines and subheads

Use initial cap for only the first word and proper nouns in headlines and subheads.

Punctuation: We generally don't use periods, but do punctuate, when appropriate, for clarity (for example, if a headline asks a question, use a question mark; if you need to indicate a pause, use a comma). However, always use closing punctuation in subject lines and pre-headers in emails.

Examples:

• Headline: Driving toward the future on the new Highway

  • Subhead 1: The rollout—what's coming, and when
  • Subhead 2: MySite—a new way to network with other Progressive employees

• Headline: How much can you save?

  • Subhead: With Snapshot, you benefit from being a good driver

• Subject line: We can help you save on business insurance, too.

  • Pre-header: Protect your business through Progressive.

We allow exceptions to the capitalization and punctuation rules for headlines on certain marketing pieces when these elements are part of the design consideration (e.g., using all caps or punctuating with a period for a "bold" impact).

Highway

Capitalize the title of our company intranet. Do not capitalize "the" if it occurs before "Highway."

hyphens and dashes

Use an em dash to show a parenthetical thought or an added idea. In copy, do not place a space between the words and the em dash. Tip: If you type two hyphens and do not include a space before the hyphens, Word inserts an em dash (—).

Examples:

• The decision on whether to repair is yours—and it's OK not to repair.
• When your community is hit by severe weather, members of Progressive's National Catastrophe Response Team—specially trained and equipped claims representatives—jump in quickly to help.

Use an en dash to show a range between two equal parts. They're most often used between dates, times or numbers. In copy, use a space between the words/numbers and the en dash. When possible, rewrite the sentence to avoid using the dash, especially if the reference occurs in body text (not in a table or chart).

Examples:

• You can register for the summer event Aug. 2 – 9.
• You can register for the summer event from Aug. 2 to Aug. 9. (rewrite)
• The average cost of monthly pet insurance is $5 – 50.
• Pet insurance can cost between $5 and $50 per month. (rewrite)

Generally, use a hyphen to join ordinarily separated words into single words or compound words, with compound modifiers preceding a noun, or to add prefixes or suffixes. You should also use a hyphen to indicate that a word has been separated between two lines when margins are justified. However, don't use a hyphen between adverbs ending in -ly and adjectives they modify.

Examples:

• The IIABA is a well-respected organization.
• We're inspecting hail-damaged cars.
• The endorsement doesn't cover permanently attached equipment.

An exception to this rule is Progressive coverage, discount and feature names consisting of more than one word. If one of the "words" is a numeral, place a hyphen after the numeral only. Otherwise, don't use hyphens to connect words. See the capitalization section for additional guidelines for coverage, feature, and discount names, and view a listing of discounts and their descriptions on the Discounts page of this guide.

Examples:

• 3-Year Accident and Violation Free Discount
• Multi Policy Discount
• Pet Injury coverage

For accessibility purposes, avoid using an em dash before or after a hyperlink. Rewrite to avoid using a dash next to a hyperlink.

Examples:

• progressive.com/agent—An extension of your agency for customers.
• progressive.com/agent is an extension of your agency for customers. (rewrite)
• Ease of use—ForAgentsOnly.com (FAO) is your one-stop-shop for selling and servicing Progressive Commercial.
• Ease of use: ForAgentsOnly.com (FAO) is your one-stop-shop for selling and servicing Progressive Commercial. (rewrite)

Name Your Price®

Capitalize the first letters of each word, and refer to the trademarks entry for general guidance, including use of the registered trademark designation. Lowercase the word "tool" when used after Name Your Price.

In addition, avoid all of the following:

• Using Name Your Price as a verb phrase.
• Stating or implying that a customer using Name Your Price can choose any price whatsoever (a customer can't, for instance, name a $1 price). Similarly, avoid stating or implying that customers can get multiple coverage options at any given price.
• Stating or implying that Name Your Price offers consumers the opportunity to get a price and/or policy that's unavailable to people who don't use the feature, or that is inconsistent with our rate filings, filed forms, or underwriting guidelines.
• Stating or implying that the Name Your Price quoted rate is "final." In fact, as with any quoted rate, the rate could change once we review the customer's MVR and other information or if the customer fails to reject optional coverage.

numbers

In general, follow Associated Press style of writing out numbers one through nine, and using numerals for 10 and above.

Exceptions:

• When using the Progressive tagline "24 hours a day, 7 days a week" or the term "24/7," use numerals.
• Numerals are acceptable in copy intended for mobile screens.
• Numerals are acceptable in headlines.
• Numerals are acceptable in tables where there is limited character space.

Other usage rules:

• Always use numerals for ages and percentages.
• For ordinal numbers, write out first through ninth (first page, fifth anniversary) and use the numeral for 10th and above (16th birthday, 50th state).
• For sequential numbers, always use numerals (Day 2, Category 4, Chapter 19).
• For references similar to 1 million+ or 1.9 million+, note the location of the symbol. Using “over” or “more than” in place of the symbol is also acceptable. “Over” or “more than” should always be used in formal contexts.

Please see the Associated Press Stylebook for additional rules regarding numerals.

online terms

Lowercase the terms "website," "web," and "internet" unless they start a sentence.

URLs—Lowercase unless they start a sentence.

Exceptions:

• Use uppercase "F," "A," and "O" in ForAgentsOnly.com.
• Use uppercase "A" and "P" in AgentsofProgressive.com.
• Use uppercase "P" and "C" in ProgressiveCommercial.com.
• app—Lowercase when part of a title (e.g., Progressive app and Snapshot mobile app).

owner-operator

Use a hyphen, not a slash, in this term that describes a small business owner who typically also runs the day-to-day operations of a company.

Personal Auto

Use instead of "private passenger auto."

There are some specific exceptions. We use "private passenger auto" in legal documents and policy forms such as contracts, endorsements, signature forms, and application.

phone numbers

Include the "1" prefix with all toll-free numbers. Use dashes instead of periods when listing a phone number.

Examples:

• To get a quote, call 1-800-PROGRESSIVE.
• Call 1-877-776-2436 if you have any questions.
• Call our local network repair shop at 216-416-1270.

placeholder customer names for customer-facing mockups

When creating mockups (e.g., emails) for customer-facing documents, use the following gender-neutral placeholder names inspired by our original leaders—"Jamie Green" and “Jordan Lewis.”

policy period

Use instead of "policy term."

prefixes

• Generally, don’t use a hyphen when using a prefix with a word starting with a consonant (e.g., multipolicy, nonrenew, nonprofit, predate, prebinding).
• Don’t use a hyphen in double-vowel combinations if listed in the dictionary as not using a hyphen (e.g., cooperate, coordinate).
  • Generally, don’t use a hyphen in double-e combinations with pre- and re- prefixes (e.g., reengage, preexisting).
• In other double-vowel combinations not noted above, use a hyphen.
• Use a hyphen if the word after the prefix is capitalized (e.g., non-Progressive, Named Non-Owner policy).
• Use a hyphen with double prefixes (e.g., sub-subparagraph).
• Some words require a hyphen to differentiate its meaning. For example: recover (regain); re-cover (cover again); resign (quit); re-sign (sign again).

Progressive Advantage Agency

Replace references to “Progressive Specialty Insurance Agency, Inc.” with “Progressive Advantage Agency, Inc.” and also replace “PSIA” with “PAA” to reflect the company name change in March 2019.

Progressive Corporate Headquarters

The name of our office complex at 300 North Commons Blvd. in Mayfield Village, Ohio. Formerly known as Campus 2.

Progressive's Guaranteed Repair Network

It should be "Progressive's Guaranteed Repair Network" and "our Network repair shops."

• Do not use the term "Service Center," except in a historical context.
• We transitioned customer vehicle drop-off and pick-up from "Service Centers" to "our Network repair shops."
• Use the city where the Service Center is located when referencing a specific Service Center. Use initial caps and avoid variations that we may have used in the past, like "Claims Service Center," "Concierge Center," or "Progressive Service Center."

Progressive Fleet & Specialty Programs/Progressive Fleet

Replaces “Protective.” Use "Progressive Fleet & Specialty Programs (Progressive Fleet)" on the first reference and "Progressive Fleet" on subsequent references.

Progressive Marketing

Use instead of "Brand Express."

pronouns

When referring to a single individual when you don't know the gender, use "they" or "their." (Note: AP Stylebook now lists "they"/"their" as a gender-neutral noun, singular). If possible, rewrite the sentence to avoid the awkward construction.

Examples:

• Tell your customer that they can report a claim anytime.
• Tell your customers that they can report claims anytime. (rewrite)

rankings

#1, #2, etc., is acceptable when communicating rankings or market position in less formal contexts or where the symbol is preferred for design/style reasons.

However, in more formal contexts, follow the AP Style Guide standard by using No. 1, No. 2., etc.

Recreational Lines versus Special Lines

Use "Recreational Lines" instead of "Special Lines" when marketing our specific recreational products (RV, boat, motorcycle, etc.), but use "Special Lines" when referencing our specific business area within Progressive. "Recreational Lines" is mostly used in agent/agency marketing materials.

Ride-sharing

Hyphenate the general terms used with this activity ("ride-sharing," "ride-share," etc.) to reflect AP Stylebook usage, however, the title of our product offering, Progressive Rideshare Insurance, is not hyphenated.

sentence spacing

Use a single space following the punctuation after a sentence.

Service Centers

See Progressive's Guaranteed Repair Network entry.

Snapshot and Snapshot Discount

Refer to the trademarks entry for general guidance regarding usage.

Additionally:

• Avoid using "Snapshot Discount" in a way that implies the customer is guaranteed a discount before that's actually the case. You can achieve this by understanding the context of your communication and using good judgment in how you position the term.
• Use "Snapshot Discount" to refer specifically to the discount itself, not the program in general.
• Use "Snapshot" to identify the program and its features. Try to use as an adjective—instead of a noun—and don't capitalize the word it modifies.
• When referring to the Snapshot option for non-policyholders, use "test drive" as a verb, not a noun. Test drive is not a proper name.
• "Snapshot" is one word, no hyphen; capitalize the first "S" only.

In many cases, simply substituting "Snapshot" for "Snapshot Discount" will help you avoid any misunderstanding.

Social Security number

"Social Security" is initial cap, "number" is not.

Example:

• We'll ask you for your Social Security number when setting up your policy.

state names

Spell out state names in body copy.

Note: Abbreviations are acceptable in tables, lists, and mobile copy, but use the two-letter (postal) abbreviations referenced in the Associated Press Stylebook.

symbols

Write out "and," "number," and "at" in body copy instead of using symbols.

Exceptions:

• Symbols are acceptable in headers, tables, and other visuals. You can also use symbols in mobile copy to make efficient use of screen space.
• With percentages, always use the symbol, per an Associated Press change in April 2019.