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
Everything we do ladders up to one purpose statement: 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 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.Expand on what we see
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.Expand on what we say
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.Expand on how we act