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Trademarks
Find guidance here for the trademarks we use, the appropriate registration symbol to use (superscript SM, TM, or ®), and how and when to use these symbols. Generally, you only need to use the symbol in the first reference to the trademark on a page of copy. An exception to this is the trademark "Progressive" when it modifies the word "Insurance." In this instance, use the ® symbol in every reference.
Try to limit use of a trademark as a noun, and never use as a verb. Never make a trademark plural. Never make a trademark possessive—either rewrite or omit the mark.
Third-party trademarks: when you reference a third-party trademark, such as another company or its products, use appropriate capitalization. Generally, it's not necessary to identify third-party trademarks with a registration symbol unless we have a formal partnership with the third party, such as a sponsorship; the third party has given us special recognition, such as an award; or we're comparing our products and services to those of the third party. Have trademark-related questions? Reach out to tm@progressive.com for guidance.
Recent Updates
2025
- 9/23/25: Moved IQ Inclusion Quarterly® from the Pending Progressive trademarks list to the Current Progressive trademarks list.
- 9/5/25: Moved The Box to the expired trademarks list.
- 7/11/25: Added AVER® to the Progressive trademarks list.
- 2/18/25: Added IQ Inclusion QuarterlySM to the Pending Progressive trademarks list.
- 2/13/25: Updated the stylization of PerkShare®
- 2/13/25: Moved PerkShare Extra® to the expired trademarks list.
2024
- 12/11/24: Moved Business Onward® to the expired trademarks list.
- 12/11/24: Moved Coverage Checker® to the expired trademarks list.
- 8/28/24: Added Progressive Premier℠ to the Other Progressive properties list.