You’ve heard it before–first impressions last. That’s why our look and feel are 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. The logo should primarily be used in Blue 700 / Pantone® 2935, white, or black.
Local agent use needs to be approved by the Agent Ads team. Please email requests to agentads@progressive.com. Unauthorized use of the Progressive brand or imagery can lead to termination of an agent's producers agreement.
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.
The use of the Progressive “P” Logo Mark enhances brand identity; acting as a graphic element to represent Progressive.
The mark should be a subtle, secondary element (a wink to Progressive) and should not be used as a replacement for the full logo. It should only be used in a space clearly identified by the audience as Progressive (i.e., on a Progressive website, within the Superstore, and in a presentation for Progressive).
For more than a decade, Flo’s name, face, and perky attitude have become synonymous with Progressive. Appearing in everything from iconic TV spots to social media accounts to helpful AI chatbots and merchandise—Flo’s image, personality, and tone of voice can be used as quick and reliable brand recognition for our company.
However, the way we use Flo and her essence is carefully calculated and considered. That’s why we caution to never use anything Flo-related (merchandise, presentations shown outside of Progressive walls, billboards, videos, etc.) without explicit permission from the Marketing department first.
Quite simply, utilizing Flo (or her likeness) could result in legal ramifications for you and/or your company. This is extremely important when using photos or videos of Flo. The likeness of the actress and how she can be used is under strict contract. The same goes for using Jamie, Mara, and any of our other network characters.
If you’d like to use Flo, any of her iterations, or any other network character for any reason, please contact Progressive Marketing or brand@progressive.com.
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 are an important communication aid and have guidelines to ensure they make the best impact. Before working with iconography, check out our icon best practices.
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.
The primary icons represent our products and services. If the product icon is displayed at less than 50 px, these more simplified icons should be used with a 1px stroke weight.
Utility icons are typically used at 16px with a stroke weight of 2px. They are often used to indicate an action can be taken or are used to give supporting visual cues to labels/type.
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.
The Mark of Flo represents the spirit of our spokesperson in one strong stamp. It drives brand recognition through various communication channels, simply and independently.
*Please consult ninety6 before using at brand@progressive.com.
Mark of Flo Logo
Mark of Flo — Knockout Version
Insurance can get complicated really quickly. To help make things feel more approachable, we will sometimes use illustrations that reflect ease, simplicity, and help tell a story. Depending on the use case, these illustrations can range from using our extended color palette to using monochromatic blues.
Our photography should capture the joys of being ‘in the moment’ and focus on everyday people. They should own white with pops of bold brand colors and the environment should feel authentic and casual.
Our digital creative gives us the opportunity to be more fluid and dynamic and respond in real time. 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.
When sites are correctly designed, developed, and edited, users have equal access to information and functionality. From adequate contrast to logical navigation, Progressive is committed to meeting accessibility standards that conform to WCAG 2.1 level AA accessibility. The levels are hierarchical; in order to meet level AA standards, a site must first meet all level A standards, in addition to all level AA standards.
Follow the guidelines below to ensure we’re all-inclusive in our Progressive web experience. Download the PDF for more detailed accessibility protocols.
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Download Progressive logos (.ZIP)
Download 'P' logo Marks (.ZIP)
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