Color
When in the digital space, remember to always double-check you’re meeting WCAG AA accessibility standards (or above) by using a minimum contrast checker.
Primary palette
Dusk blue and white are the predominant colors that represent the SL brand because they ladder up to the master Progressive brand. The muted blue represents the open sky and/or water.
Secondary palette
While the secondary palette isn’t necessarily required to be used in every design, the bright pops of color speak to the fun had while using SL products. They loosely represent the three main SL products: lake for boat, gravel for motorcycle, and ember for RV/ATV.
These bold colors are meant to be used sparingly, as pops of color. Per layout, only one accent color (lake and ember) should be used at a time, and in small amounts. Gravel being a neutral has a bit more flexibility than lake and ember. These bold colors should be limited to headlines and accents. If using with headlines, be mindful not to mix bold colored headlines on the same layout, since it can be visually overwhelming.
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. For a more detailed breakdown of the nuances of type styling, see the full version of the Agency Brand Identity.
Headlines
- 96 Sans Bold
- All lowercase
- Lake, gravel, ember, or dusk
Adventure Awaits
Subhead
- 96 Sans Medium
- Sentence case
- Dusk
For every escape
Subhead 2
- 96 Sans Bold
- Sentence case
- Gravel
Get muddy and backed by an industry leader
Body Copy
- 96 Sans Light
- Sentence case
- Gravel or black
From chasing down miles of highway to parking at your favorite campsite, your RV gives you all the freedom you need to explore. So keep it safe with the expertise of the #1 choice for specialized RV insurance.
No depreciation
We pay full replacement costs on partial losses.
Personal effects
We’ll pay the full cost (no depreciation) for personal items that are stolen or get damaged in and around your RV.
Iconography
SL product icons
Special lines extends beyond motorcycles, boats, and RV’s. SL includes personal watercraft (PWC, or jet skis), all-terrain vehicles (ATV), snowmobiles, golf carts, and even Segways. We use these monoline icons to represent them.
Photography
SL adventure is about freedom, and should show people enjoying the products out in the world. Overall photography should be airy, and can be complemented by tightly cropped detail shots.
It should also consider current brand partners if vehicle logos are present. Photography in the SL space should be candid, adventurous, aspirational, landscape-focused and airy.
Each product area has special considerations and watch-outs:
Motorcycle
- Appropriate safety gear and apparel must be worn in all photos, including helmets, protective eyewear, and fully covered legs, arms, hands, and feet.
- Be mindful of which side of the road the rider is on, along with the markings (avoid European roads).
- Avoid overly modified bikes—Progressive doesn’t insure modifications after a certain point.
Boat
- Avoid sailboats—pontoon and fishing boats are a much larger part of Progressive’s portfolio.
- Models should always be wearing a life vest when riding a PWC (personal watercraft—such as a jet ski).
- Limit ocean photos—focus on inland lakes.
RV
- Avoid photos of Airstreams—this type of RV doesn’t make up a very large portion of Progressive’s portfolio.
- Be mindful of which side of the road the vehicle is on, along with the markings (avoid European roads).
ATV
- Appropriate safety gear and apparel must be worn in all photos, including helmets, protective eyewear, and fully covered legs, arms, hands, and feet.
- Be mindful of which side of the road the vehicle is on, along with the markings (avoid European roads).
Illustration
Substantiation badges
For each main SL product line, we can use certain legally substantiated claims for marketing purposes. You can use these as call-outs or stand-alone lockups. Substantiation badges function as a stamp of approval and are designed to be used individually in one to two colors. Copy in badges is legally substantiated, therefore the copy cannot be changed.
Patterns / Textures
Topographic pattern
This pattern represents the terrain any SL product owner could travel on water, road, or land. Map patterns should be used as secondary textural elements,
or as larger graphics on simpler layouts. They can be layered with photography, reversed out of a color block, and used in just 1-2 colors.
When using in complex layouts, try to keep the usage light and airy with light transparencies, and layered as slices rather than over a large area.
Brand behaviors
Let’s ‘talk’ about Special Lines
Disarmingly humorous
These products were made to have fun—like gliding, riding, and all-wheel driving fun—and our brand voice reflects that. It’s about enjoying the journey and laughing along the way.
Unexpected
This isn’t exactly auto insurance. Out here, we live for adventure and exploration (and having a ton of fun along the way). But wherever you travel, our SL customers are always going to have a little surprise along the way (good or bad).
Insightful
Our insight is what keep us grounded in the outdoor lifestyle of our customers. By thinking like an adventurer, we’ll keep them coming back for s’more—giving them the feeling of freedom and exhilaration. And, getting to the core of why they love their boats, motorcycles, and RVs.
Voice
Motorcycle
Headstrong with a bit of heart. Our motorcycle tone of voice is definitely our most “unexpected.” It can be tough, it can be edgy, but most of all it’s passionate about the ride and all the excitement (and quirks) that comes along with it.
RV
Our tone of voice is on the road again. It travels from brave to aspirational and even takes a bend into quirky sometimes. But wherever it travels, we always pack a whole bunch of enthusiasm.
Boat
Boaters just want to have fun and so does our tone of voice. Even when we’re swearing like sailors from mechanical breakdowns or catching fish with the fam, we find a way to add a little sunshine or relaxation to our boaters’ lives.
Business Areas
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