Various poses of Flo in white apron. Smiling, jumping and waving. Various poses of Jamie excitedly jumping and waving.

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 in 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

Our purpose statement guides everything we do at Progressive. It’s the reason we exist in the world, and it guides how we think, create, and behave: to help people move forward and live fully. That includes our customers, our agents, our community, and of course, our employees. Each and every person who works on the Progressive brand contributes to bringing our purpose to life.

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What we see

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.

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What we say

When a neighbor is on the front steps of their home, they’re relaxed, friendly, warm, and even inviting. Our consumers and customers should feel like they can wave hello as they’re passing by and feel welcome to have a seat and join us when they want to engage more in conversation.

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How we act

The 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, customers, investors, and communities. The Golden Rule is the tenet of our Core Values—treat others the way you want to be treated.

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Now you know!

If you ever have a question, please contact We’ll be happy to help!