The Progressive logo, representing an American insurance company, consists of the brand name in large, bold blue uppercase letters. The slanted, sans-serif lettering features broad strokes and predominantly straight-cut ends. In addition to its wordmark, the company uses a separate graphic symbol in the form of a large, slanted letter P that matches the lettering of the first letter in its name. This symbol serves as an additional element of the brand’s visual identity and is used where the brand is already easily recognizable. In the second half of the 1990s, the previous lowercase lettering was replaced by the blue logo with slanted uppercase letters that remains in use today. Separate white and black versions are also available alongside the primary blue version.
Progressive is a U.S. insurance group founded on March 10, 1937, by Joseph Lewis and Jack Green in Cleveland, Ohio. Originally named Progressive Mutual Insurance Company, it focused on auto insurance, offering affordable policies to vehicle owners. In 1965, the holding company The Progressive Corporation was established, with its headquarters in Mayfield Village, Ohio. Today, Progressive is one of the largest auto insurers in the United States, offering insurance for passenger cars, commercial vehicles, trucks, motorcycles, motorboats, motorhomes and homes. The company is known for introducing new technologies into the insurance industry. It launched its own website in 1995 and, in 1997, gave customers the ability to purchase auto insurance policies directly online. Insurance can also be purchased by telephone and through independent insurance agents. Since 2008, one of Progressive’s most recognizable advertising characters has been Flo, an insurance representative wearing a white apron.
