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Progressive Insurance | Brand Guidelines

Why do we need naming guidelines? 

Names help consumers, customers, and agents find what they need and help our brand and business grow. 

Our approach is informed by research, which told us that most consumers and customers find our category to be confusing. By naming our solutions, products, and product add-ons consistently and simply, we support the experience we want our customers to have—one that is straightforward, clear, and easy to understand. 

When we talk about naming guidelines, we’re referring to how products and offerings are named and used in copy, conversation, and written communication—not how they appear visually in our logo. 

These guidelines illustrate how to develop names that support this creative direction. 

Our core naming formula includes two key elements:

Key Element 01

Enterprise brand

PGR.svg

Key Element 02

Descriptive name

Occasionally there will be an alternative consideration:

Branded/creative name

KEY ELEMENT 01

Enterprise brand

Progressive

The Progressive name is a strong asset for our brand. Both customers and agents recognize us as a leading insurer and expect a wide range of insurance services from us.

We use our name to communicate that.

  • Progressive is our primary brand, and other names are always preceded by it.
  • Further, other names are almost always descriptive, so they don’t compete with the Progressive name for attention.

KEY ELEMENT 02

Descriptive naming

Progressive + descriptive name

The next element of our naming strategy is simple: Add a descriptive name to the Progressive brand name.

Examples

Progressive

Enterprise brand

Home

Descriptive name

Don’t develop branded names for products without explicit permission from Brand Strategy:

Progressive Wow

Progressive Secure

In the complex category of insurance, our naming strategy allows us to develop simple, descriptive names that speak our customers’ language, rather than belabor our own terminology. Limiting the number of branded names will reinforce our reputation for clarity and trust with consumers, customers, and agents.

Progressive is our primary brand, and other names are always preceded by it.

We do not use words or metaphors:

Progressive Home

Progressive Homefront


Names include enough detail to identify the product and avoid confusion with similar offers.

We do not add words just to make it catchy:

Progressive Home Secure


By staying clear and descriptive, our names never compete with our primary brand for people’s attention:

Progressive Athena

Additional naming guidance

Progressive + branded name

Occasionally, we choose to develop a branded name that doesn’t follow our core naming formula. We do this very selectively, and for a very specific set of reasons:

  • We may need a name that stands out in our category because it’s the first of its kind, or because we added benefits to an existing product that truly differentiates us from our competitors.
Example

Progressive

Enterprise brand

Snapshot®

Branded/creative name