Logo
The Platinum logo features a triangle shape that alludes to the peak or pinnacle of Progressive’s bundled business. Use this logo on materials and collateral specific to this partner program.
Color
The palette is primarily white, grey, and silver, with small accents of Progressive Blue and pale blue. The ample use of white space sets Platinum apart from the other partner programs.
When in the digital space, remember to always double-check you’re meeting WCAG AA accessibility standards (or above) by using a miniumum contrast checker.
Primary palette
Tertiary palette
Secondary palette
Type
All three partner programs follow the core B2B typography guidelines:
96 Sans is our custom typeface which gives us a completely unique brand identity. It also gives
us a way to tie the look and feel of our brand identity across all creative pieces. For a more
detailed breakdown of the nuances of type styling, see the full version
of the Agency Brand Identity.
Headlines
- 96 Sans Light, Regular, Bold, or Heavy
- Sentence case
- PMS 2935 / Blue 700
Welcome to Progressive
Subhead
- 96 Sans Medium
- Sentence case
- Black
As the market evolves, Progressive evolves
Callout
- 96 Sans Bold
- Sentence case
- Black
A leader in commercial
Body Copy
- 96 Sans Light
- Sentence case
- Black
Our business market targets, or BMTs, give Progressive a granular focus into the commercial auto industry. This highly segmented approach allows us to be more responsive to changing market needs in the commercial auto industry.
Paving the way for success
Here's what makes Progressive stand out:
- Write across all 50 states
- Cover both preferred risks and new ventures
- Turn around more business—with rates in as little as 15 minutes!
- Dedicated and expanding business group
- Specialized in-house commercial claims adjusters
- Suite of new products being tested and added all the time!
Iconography
The Platinum icons follow a monoline style in silver, and are unique to the partner programs.
Photography
Platinum photography focuses on home products and bundling. It should feature cool tones with large areas of white.
Patterns
The triangle is ownable in the Platinum space and is leveraged in a variety of ways, often as patterns, outlined strokes, or filled shapes.
Brand behaviors
Let’s ‘talk’ about Independent Agents
We use all seven brand behaviors to create the PGR voice for Agency. However, based on past Agency projects, we’ve found that we write with the following behaviors in mind the most:
Clear
When it comes to insurance, Independent Agents have the power of choice. They also have a lot going on in their day-to-day. That’s why we need to be as concise, direct, and empathetic as we can when talking to them—using plain, easy-to-understand language when explaining products, policies, and claims.
Helpful
We treat relationships as valuable and permanent from day one. But, when they need our assistance, we need to shine by offering friendly, pleasant, solution-oriented advice to our agents, guiding them with useful information in a convenient way.
Welcoming
Whether they’re just starting out as an agent or have been quoting us for years, we need to always lay out the red carpet and continually greet them with open arms.
Keeping it simple: Creating content for PGR
When it comes to writing—whether it’s body copy, headlines, articles or more—one of our general guiding principles for all Progressive communications is to keep it simple. To cut out all of the clutter, bring the main message to the forefront, and keep our content as simplistic and easy-to-read as possible.
That’s why we’ve put together a number of questions for writers, designers, and content creators to ask themselves before, during, and after the creative build:
- Can my message be delivered more succinctly?
- Can any elements be removed from the layout?
- Is my vocabulary as clear and direct as possible?
- Can the content be made more scannable and easier to read?
Business Areas
Download logos (.ZIP)
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