Accessibility

Progressive is committed to accessible, inclusive work, and practices in design will ensure everyone can use our materials and services with equal functionality and quality. Our efforts in color contrast, alt text, and other accessibility standards in our print and digital work will mean that everyone—employees and customers alike—can navigate Progressive’s resources and information as needed.

These presentations compile required guidelines and best practices for designers, writers, and production specialists, and we’ve also included some links that will be helpful in our accessibility efforts.

Design System

Progressive designs and develops a wide variety of digital experiences and applications to meet the needs of our consumers, customers, agents, and employees. A design system refers to our process of building branded, accessible digital products with repeatable interface patterns that increase our speed to market and encourage continuity across touchpoints on different technology stacks.

Direct Mail

Direct mail was targeted as a cost-effective way to retain and grow customers, even in the digital generation.

For the all-important 18 to 34 demographic, direct mail is the preferred choice for the recipient of brand communications. Additionally, over three-quarters of millennials (ages 16 to 26) say documents are less trustworthy in digital format and 65% of them agreed that for ease of use and viewing, paper is still the way to go.

The strategy aligns with Progressive’s internal goal of being a Destination Insurer and extending policy life expectancies (PLEs).

Download Direct Mail Best Practices (.pdf)

Display

This guide is a set of standards for designers, writers, and web developers to maintain when designing static or HTML animated display ads.

These practices are meant to loosely guide but not completely limit creative freedom, as there are some instances where deviating from these standards may be justified.

To see what display ads are currently in rotation for our brand, visit the creative reporting sections of the Marketing SharePoint by typing MKT/ in your browser. To see what display ads our brand or other brands have made live, search on Moat.com or look for our latest display ads on the Display Ads Hub.

Download Display Best Practices (.pdf)

Emails

Each year, Marketing and ninety96 work on a significant amount of emails with our in-house email team.

In order to use this guide to its fullest potential, it’s important to review the information within it. Over time, new capabilities, trends, and learnings in the email space may make elements of this guide out of date—that’s OK. It’s meant to be a living document that is updated and amended over time with new information, capabilities, and more detail.

Download Emails Best Practices (.pdf)

Icons

Just like all our logos and marks, our icons serve a very specific purpose and come with their own set of guidelines.

Icons are a quick, digestible way for our users to understand and retain information. At Progressive, we use three sets of icons—primary, secondary, and utility. Before you start implementing icons, make sure you follow the guidelines in the PDF below to learn everything from proper stroke weights to proper proportions.

Download Icons Best Practices (.pdf)

Merchandise

Whether in the halls of Progressive or out in the wild, there’s no shortage of Progressive merchandise! A majority of our merchandise customers are our 43,000+ Progressive employees. So when creating, think through the lens of an average Progressive employee—they tend to be more middle-aged, and love to proudly and loudly display their PGR pride!

Sometimes we create merchandise for specific business areas as part of a Marketing project, or via a specific request from an employee or department. Any and all Progressive merchandise should be created and (at least) vetted through ninety6 and our in-house merchandise partner, Touchstone.

While we don’t necessarily have design guidelines for creating merchandise, we do have tips and tricks. To put in a creative request, follow our process link and for any questions about merchandise, email brand@progressive.com.

Download Merchandise Best Practices (.pdf)

Social

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 linked to each of our platforms to give you a sense of the unique look, feel, and voice behind each one.