Commercial Lines
Heavy Truck
Commercial Lines is organized into two audiences: Small Business and Heavy Truck. The way we see it, the line that connects our two main audiences is direct and defining. It’s the shared spirit of hard work. You know, rolling up your sleeves and getting the job done in the name of building something better. With over 45 years of experience and more than 30 types of business and vehicle insurance coverages, it’s our goal to help our customers protect their businesses with the coverages they need at a price they deserve.
The Heavy Truck business focuses on three categories of drivers: For-Hire Transportation (FHT), For-Hire Specialty (FHS), and Tow. We’re proud to be the #1 truck insurer in the country.
For-Hire Transportation: For-hire trucking transportation, auto haulers, refrigerated goods, agricultural hauling, etc.
For-Hire Specialty: Dirt, sand and gravel, logging and log transport, scrap metal and recycling services, debris removal, etc.
Tow: Towing services, auto repair and maintenance, auto auction haulers, body shops, etc.
Within the trucker audience, we have two defined segments: Preferred and Standard. Preferred truckers are the tenured, experienced, and business-like knights of the road. They value safety, responsibility, and courtesy. Standard truckers are younger in their careers and accordingly have less established driving records.
Logo
Use the Progressive Commercial logo in place of the Progressive logo on media or collateral related to Commercial Auto insurance, Truck insurance, or Small Business insurance.
Color
Primary palette
Use lots of fresh white and blues to portray the freedom of the open road.
Secondary palette
Use hints of the secondary palette in photography whenever possible. However, it’s not required in all design.
Type
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.
It’s a great choice for truck headlines or Rift works for shorter headlines as noted below. For a more detailed breakdown of the nuances of type styling, see the full version of the Commercial Lines Brand Identity.
Headlines
- Rift
- All caps
- PMS 2955 / Steel Blue 900
Coverage, Service, and Savings
Subhead 1
- 96 Sans Medium Italic
- Sentence case
- CL gray
Designed specifically for professional truckers
Subhead 2
- 96 Sans Bold
- Sentence case
- Black
First-class services
Body Copy
- 96 Sans Regular
- Sentence case
- Black
Our extensive network of heavy truck repair shops works to get you back on the road quickly. And with unlimited towing, in the case of a claim, we pay your towing costs to a nearby, qualified repair facility at no additional cost.
- Flexible payment plans and options
- In-house truck claims specialists
- Easy mobile app access to certificates of insurance, ID cards, and more
- Truck claim photo estimating via mobile app
Iconography
Icons translate our products into bite-sized, visual nuggets. Like everything else, they are an important communication aid and have guidelines to ensure they make the best impact. Before working with iconography, check out our icon best practices.
Primary icons
The primary icons represent our products and services. This is our main set of icons. These icons have a stroke weight of 1px and are typically between 50-100px or larger.
Secondary icons
The primary icons represent our products and services. If the product icon is displayed at less than 50px,
these more simplified icons should be used with a 1px stroke weight.
Product train
This set of products is what we call our product train. It’s used to quickly represent our most popular products. Use them as static icons in the order pictured below, with the same spacing between products.
Photography
Trucking photography is based on the idea that every action has an important purpose. These guidelines are in place to help highlight the hard-working perspective of our insured truckers.
Working life
This photography should feature truckers in action, whether that’s inside or near the truck. It can also include the driver’s point of view. Use high contrast and limited color to depict the day-to-day, real life work of the industry.
On the road
Use natural browns and blues to accent wider environments where truckers load, unload, and prepare for a safe journey.
Illustration
Substantiation marks
Badges are to act as a stamp of approval, and are designed to be used individually. Additional badges can be created on an as-needed basis; however, they should all follow a similar format. Copy in badges is legally substantiated, therefore the copy cannot be changed.
Brand behaviors
Let’s ‘talk’ about truckers
We use all seven brand behaviors to create the PGR voice for Heavy Truck drivers. However, based on past CL projects, we’ve found that we write with the following behaviors in mind the most:
Clear
Truckers are a no-nonsense lot. They want their coffee black, their roads straight, and their insurance information easy to understand. 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.
Insightful
Truckers like to know what they’re purchasing before signing on the dotted line. As the insurance experts we need to show, not tell them, how our products exist in their world--and how we can add value when protecting their vehicles … and livelihood.
Helpful
When they need help, truckers want answers and assistance as quickly as possible. After all, time is money out on the road. During these times, we need to shine by offering friendly, pleasant, solution-oriented advice to them along the way to get their answers and problems solved as efficiently as possible.
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?
CL B2B
When talking about CL in the agency space, we call it B2B, or “business to business.” Commercial Lines B2B follows the core Agency Distribution B2B guidelines, but features an alternate color palette and identifying graphic elements to create distinction from core B2B and Commercial Lines material.
Business Areas
Download logos (.ZIP)
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