Agency

Progressive Priority ℠

As we continue to expand and evolve our products to meet the needs of our agents’ customers, we’ve introduced partner programs to offer higher compensation and exclusive perks for quoting and maintaining Progressive policies. Our three programs are Platinum, Platinum Reserve℠, and Progressive Priority℠.

Priority is open to a select group of agents who commit to maintaining 300 or more Personal Auto/ Home/Condo policies in force, a three-year loss ratio of less than 65 percent, and good standing with Progressive.

Logo

The circular O and curved Rs of the Priority logo emphasize a Personal Auto focus. This logo should be used on materials and collateral specific to this partner program.

Priority logo on a dark blue background with white text

Color

The palette is primarily deep blue, white, and grey. The ample use of large fields of white and navy sets Platinum Reserve 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

  • Silver
  • HEX: #8A8C8E
  • RGB: 138, 140, 242
  • CMYK: 0, 0, 0, 55
  • PANTONE® Cool Gray 7 C
  • Steel Blue 900
  • HEX: #0A3360
  • RGB: 10, 51, 96
  • CMYK: 100, 78, 36, 29
  • PANTONE® 2955 C
  • White
  • HEX: #FFFFFF
  • RGB: 255, 255, 255
  • CMYK: 0, 0, 0, 0

Tertiary palette

  • Blue 700
  • HEX: #0077B3
  • RGB: 0, 119, 179
  • CMYK: 100, 47, 0, 0
  • PANTONE® 2935 C

Secondary palette

  • Light Blue
  • HEX: #B8E4FA
  • RGB: 184, 228, 250
  • CMYK: 25, 0, 0, 0
  • PANTONE® 2975 C
  • 60% tint
  • Light Gray
  • HEX: #E8E8E8
  • RGB: 232, 232, 232
  • CMYK: 0, 0, 0, 15
  • PANTONE® Cool Gray 7 C
  • 30% tint

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.

Black single stroke Smart Sell icon
Black single stroke Diploma and cap icon
Black single stroke List agent icon
Black single stroke Marketing icon
Black single stroke Trusted Choice icon

Photography

Priority photography focuses on the agent experience and using tools and technology in a soft neutral color palette. Images are clean and minimal with ample negative space.

Patterns

The circle is ownable in the Priority space and is leveraged in a variety of ways, often as patterns and outlined strokes.

a pattern of grey half circles on a white background
a repeating pattern of grey circles on a white background

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

We should treat our independent agents as valuable and permanent from day one. 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?