Progressive Insurance | Brand Guidelines

For more than a decade, Flo’s name, face, and perky attitude have become synonymous with Progressive. Appearing in everything from iconic TV spots to social media accounts to helpful AI chatbots and merchandise—Flo’s image, personality, and tone of voice can be used as quick and reliable brand recognition for our company.

That said, we’re thoughtful and deliberate about how we use Flo and her essence, with contracts driving many decisions. This includes her illustrated form as well. That’s why we caution to never use anything Flo-related (merchandise, presentations shown outside of Progressive walls, billboards, videos, etc.) without explicit permission from the Marketing department first.

Quite simply, utilizing Flo (or her likeness) could result in legal ramifications for you and/or your company. This is extremely important when using photos or videos of Flo. The same rules apply to using Jamie, Mara, Alan, and any of our other network characters.

If you’d like to use Flo, any of her iterations, or any other network character for any reason, please contact Progressive Marketing or brand@progressive.com.