Huzzah, you're here!

Welcome to the official online headquarters of the Progressive brand guidelines. Where everything we are—including what we say, how we act, and what we look like—comes together into one tidy, truthy set of web pages. Consider this your starting point every time you work on anything with a Progressive logo on it. Because just like you, we have a reputation to uphold. And just like you, we want to make a great impression every single time.

Why we're here

Everything we do ladders up to one purpose statement, voted on by over 30,000 employees: True to our name, Progressive. What does it mean? A lot of things, actually. Forward motion, movement toward a destination, always striving to do things better. It’s something every Progressive employee knows and aims to bring to life each day. Which means every piece of communication that represents Progressive should maintain this heart and soul.


What you see

You’ve heard it before—first impressions last. Which is why our look and feel is so important to us. That means colors. That means communication style. That means staying true to our Core Values, on everything from a television commercial to a direct mail piece.

Expand on this


What we say

Our consumers and customers should feel like they can wave hello as they’re passing by, and feel welcomed to have a seat and join us when they want to engage more in conversation.

Expand on this


How we act

Golden Rule overrides everything. Period.
Our Core Values are the foundation of who we are as an organization and how we engage not only with each other, but with our consumers and customers, investors, and communities. The tenet of our Core Values is this—the Golden Rule—treat others the way you want to be treated.

Expand on this

Now you know!

If you ever feel like you don't, please comb through this site again or
contact us at We'll be happy to help!

Here's how we do it