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.
The Progressive logo and related Progressive product descriptor logos are customized pieces of artwork and cannot be altered in any way. Consistent use of logos is important.
Display the logo only in black, PANTONE® 2935, #2d95e5 for web, or white (when reversed out of another color).
The logo should be surrounded with enough space to ensure its maximum visual recognition. The minimum “surround space” should equal the height of the logo itself (x = logo height).
The appearance of the logo and the style should remain consistent.
Do not repeat the logo in a pattern.
Do not change the logo's orientation.
Do not use unapproved colors.
Do not outline the logo.
Do not use shadows.
Do not alter weight or shape.
Do not use in block text.
Do not violate surrounding space.
Do not place within shapes.
The use of the Progressive "P" logomark is to enhance brand identity; acting as a graphic element to represent Progressive.
The mark should be subtle, a secondary element, a wink to Progressive and is not to be used as a replacement for the full logo. It should only be used in a space that is clearly identified by the audience as Progressive (i.e., on a Progressive website, within the Superstore, in a presentation for Progressive).
Progressive's primary print color palette consists of Progressive Blue and white.
CMYK: 100, 47, 0, 0
CMYK: 0, 0, 0, 0
Our secondary print palette is designed to accent and enrich our signature colors.
CMYK: 88, 1, 0, 0
CMYK: 70, 30, 12, 42
PANTONE® Goe™ 9-1-5
CMYK: 0, 55, 95, 0
CMYK: 12, 0, 0, 21
CMYK: 100, 54, 10, 74
Progressive's primary digital color palette consists of Progressive Blue, white, and light blue.
RGB: 45, 149, 229
RGB: 255, 255, 255
RGB: 243, 249, 252
Our secondary digital palette is designed to accent and enrich our signature colors.
RGB: 10, 51, 96
RGB: 118, 118, 118
RGB: 45, 45, 45
RGB: 0, 124, 185
RGB: 255, 164, 82
RGB: 145, 176, 191
RGB: 126, 224, 202
Our typeface is called 96 Sans and we’ve created it to be trustworthy, friendly, smart and easy-to-read. Above all else, it’s versatile and functional across all platforms.
Icons translate our products into bite-sized, visual nuggets. Like everything else, they're an important communication aid and have guidelines to ensure they make the best impact.
The product icons represent the insurance offerings from Progressive. These icons will typically be used at 50px and 100px.
If the product icon is being displayed larger than 100 px, these more detailed icons should be used. This set should also be used for print.
These icons indicate some sort of action and help support the copy with a visual cue. Typically, we use them at 16px with a stroke weight of 1.5px or 1.75px depending on optical balance.
The Mark of Flo represents the spirit of our spokesperson in one strong stamp. You can use the Mark of Flo as a creative element when the brand has already been established. The Mark of Flo is not a replacement for the Progressive logo but more like a supportive element when the communication is coming from Flo.
*Please consult 96 Octane before using.
Our photography should capture the joys of being ‘in the moment.’ It needs to feel candid and casual, showcasing everyday people in real-life situations. Photography should be bright and dynamic, utilizing natural light and pops of color.
Our digital creative gives us the opportunity to be more fluid, dynamic and up-to-the-minute. Our social channels are the face of our brand online so they need to be strong and consistent. Additionally they each serve their own purpose—from Flo’s friendly and engaging Facebook presence to the more behind-the-scenes, employee-centric Progressive Instagram. Below, we’ve linked to each of our platforms to give you a sense of the unique look, feel, and voice behind each one.
Progressive is committed to meeting accessibility standards that conform to WCAG 2.0 level AA accessibility. The levels are hierarchical; in order to meet AA standards, a site must first meet all level A standards, in addition to all level AA standards.
Follow these guidelines to ensure we’re all-inclusive in our Progressive web experience. Download the PDF for more detailed accessibility protocol.