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Progressive Insurance | Brand Guidelines

The Voice

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

Brand behaviors

Progressive’s brand behaviors are a framework to guide our voice, tone, and attitude in any and all communications. The behaviors fit into categories that appeal to our customers’ and consumers’ heads, hearts, or hands.

Use our seven brand behaviors in your writing, where it makes sense. For example, you wouldn’t use disarmingly humorous for a claims communication, but you would be clear and helpful. Our brand behaviors make our brand distinct, real, personally relevant, and … human.

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Head

Appeal to their intellect

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Heart

Connect with genuine emotion.

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Hands

Provide utility in our actions

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Insightful

We know insurance.

And when it gets down to the nuts and bolts, we can break it down and put it back together again with the customer in mind.

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Disarmingly humourous

We believe a little laughter and wit bring people together.

We lighten dark moments and shine a light on the reality of the world, but use humor to connect and tap into the notion of “It’s funny because it’s true".

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Optimistic

Our glass is always half full.

We use positive messaging to promote positive thinking and constructive behavior versus negative language that could induce fear, indecision, and inaction.

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Clear

We're real-world smart.

That means we use everyday language without jargon—even for the most complex topics. If there are terms we put out there, we take time to explain them simply.

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Welcoming

We speak with, not down to you.

No matter how much knowledge we’re dropping, we’re personable. We invite people in, encouraging them to share their—and our—stories and experiences.

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Helpful

We commit to the customer and treat every relationship as valuable and permanent from day one.

We guide in a simple and informative way and offer useful options that address customers’ unique needs.

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Unexpected

We zig where others zag.

Sure, we’re an insurance company, but we think differently about what we do and how we do it, developing new, better (and unexpected) ways to engage, guide, and help our customers.