What we see graphic

What we see

You’ve heard it before–first impressions last. That’s why our look and feel are so important to us. That means colors. That means communication style. That means staying true to our Core Values on everything from a television commercial to a direct mail piece.

Logo

The Progressive logo and related Progressive product descriptor logos are customized pieces of artwork and cannot be altered in any way. Consistent use of logos is important.

Local agent use needs to be approved by the Agent Ads team. Please email requests to agentads@progressive.com. Unauthorized use of the Progressive brand or imagery can lead to termination of an agents producers agreement.

Progressive logo, blue on white background
Progressive logo, black on white background
Progressive logo, white on black background

Surround Space

The logo should be surrounded with enough space to ensure its maximum visual recognition. The minimum surround space should equal the height of the logo itself (x = logo height).

Progressive logo on a grid showing surrouding space requirements

Logo Misuse

The appearance of the logo and the style should remain consistent.

Blue Progressive logo stacked and repeating itself
Do not repeat the logo in a pattern.
Blue Progressive logo at an angle
Do not change the logo’s orientation.
Progressive logo with orange fill
Do not use unapproved colors.
Progressive logo in white text with thin blue outline
Do not outline the logo.
Blue Progressive logo with dark gray drop shadow
Do not use shadows.
Blue Progressive logo stretched taller
Do not alter the logo's weight or shape.
Blue Progressive logo placed in a block of text
Do not use the logo in a text block.
Blue Progressive logo with orange outline showing surround space
Do not violate the logo surround space.
White Progressive logo within a blue oval
Do not place the logo within shapes.

“P” Logo Mark

The use of the Progressive “P” Logo Mark enhances brand identity; acting as a graphic element to represent Progressive.

The mark should be a subtle, secondary element (a wink to Progressive) and should not be used as a replacement for the full logo. It should only be used in a space clearly identified by the audience as Progressive (i.e., on a Progressive website, within the Superstore, and in a presentation for Progressive).

Large blue P logo mark on white background
Blue P logo mark on white grid
White P logo mark on black background with grid

Color

Type

Our typeface is called 96 Sans, and we’ve created it to be trustworthy, friendly, smart, and easy to read. Above all else, it’s versatile and functional across all platforms.

demo of 96 sans text

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.

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.

Blue, white, and black Auto icon
Blue, white, and black Homeowners icon
Blue, white, and black Renters icon
Blue, white, and black Motorcycle icon
Blue, white, and black RV icon
Blue, white, and black Boat icon
Blue, white, and black Semi Truck icon
Blue, white, and black Storefront icon
Blue, white, and black Condo icon
Blue, white, and black Wedding icon
Blue, white, and black Name Your Price Tool icon
Blue, white, and black Mechanical Repair icon
Blue, white, and black HomeRefinancing icon
Blue, white, and black Flood icon
Blue, white, and black Checking icon
Blue, white, and black Banking icon

Secondary Icons

The primary icons represent our products and services. If the product icon is displayed at less than 50 px, these more simplied icons should be used with a 1px stroke weight.

Black and white thick single stroke Home Warranty icon
Black and white thick single stroke ID Theft icon
Black and white thick single stroke Health icon
Black and white thick single stroke Life icon
Black and white thick single stroke Travel icon
Black and white thick single stroke Home Security icon
Black and white thick single stroke Pet icon
Black and white thick single stroke Car Shopping icon
Black and white thick single stroke Camera icon
Black and white thick single stroke eReader icon
Black and white thick single stroke Phone icon
Black and white thick single stroke Game System icon
Black and white thick single stroke Laptop icon
Black and white thick single stroke Umbrella icon
Black and white thick single stroke Business icon
Black and white thick single stroke Personal Loans icon

Utility Icons

Utility icons are typically used at 16px with a stroke weight of 2px. They are often used to indicate an action can be taken or are used to give supporting visual cues to labels/type.

Black and white thin single stroke Account icon
Black and white thin single stroke Coverages icon
Black and white thin single stroke Login Locked icon
Black and white thin single stroke Print icon
Black and white thin single stroke Mail icon
Black and white thin single stroke Chat icon
Black and white thin single stroke Phone icon
Black and white thin single stroke Email Us icon
Black and white thin single stroke Close icon
Black and white thin single stroke Right Arrow icon
Black and white thin single stroke Help icon
Black and white thin single stroke Alert_Error icon
Black and white thin single stroke Credit Card icon
Black and white thin single stroke Browser icon
Black and white thin single stroke Calendar icon
Black and white thin single stroke Search icon

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.

Product Train

Mark of Flo*

The Mark of Flo represents the spirit of our spokesperson in one strong stamp. It drives brand recognition through various communication channels, simply and independently.

*Please consult ninety6 before using.

White background with blue silhoutte of woman's face and hair

Mark of Flo Logo

Blue background with white circle with blue silhoutte of woman's face and hair in center of circle

Mark of Flo — Knockout Version

Illustration

Insurance can get complicated really quickly. To help make things feel more approachable, we will sometimes use illustrations that reflect ease, simplicity, and help tell a story. These illustrations use our extended color palette.

Photography

Our photography should capture the joys of being ‘in the moment’ and focus on everyday people. They should own white with pops of bold brand colors and the environment should feel authentic and casual.

Digital Channels

Our digital creative gives us the opportunity to be more fluid and dynamic and respond in real time. Our social channels are the face of our brand online, so they need to be strong and consistent. Additionally, they each serve their own purpose—from Flo’s friendly and engaging Facebook presence to the more behind-the-scenes, employee-centric Progressive Instagram. Below we’ve linked to each of our platforms to give you a sense of the unique look, feel, and voice behind each one.

Accessibility

When sites are correctly designed, developed, and edited, users have equal access to information and functionality. From adequate contrast to logical navigation, Progressive is committed to meeting accessibility standards that conform to WCAG 2.0 level AA accessibility. The levels are hierarchical; in order to meet level AA standards, a site must first meet all level A standards, in addition to all level AA standards.

Follow the guidelines below to ensure we’re all-inclusive in our Progressive web experience. Download the PDF for more detailed accessibility protocols.