Our guidelines establish the visual and stylistic standards for our identity, voice, tone, user experience, color and code as we strive to make the insurance experience better for today’s consumers.

the esurance logo

Our logo should most often be used with the Allstate tag. It should be indigo when used on a white or gray background and can be reversed when used on an indigo or gray background.

In some circumstances, we may use the logo without the Allstate tag. The same color treatments apply as above.

Protective space and minimum size

The Esurance logo should be at least 150 pixels wide. It should include a transparent art box constructed using the x-height of the logo.

Logo with tagline lockup

To emphasize insurance for the modern world, the campaign tagline is available. When using the tagline with the logo, this is the lockup that’s preferred.


The Esurance Bryant type family is a sans serif typeface with clean, legible forms and very friendly, modern feel. As our display font, it’s used for headers and special or intro copy. Heebo is used for body copy and as a secondary font for headers.

Esurance Bryant


Esurance Bryant Regular
abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)


Esurance Bryant Medium
abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)


Esurance Bryant Bold
abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)



Heebo Regular
abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)


Heebo Light
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)


Heebo Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)


Our primary color palette consists of Esurance indigo, Esurance gray, active blue, and white. Both indigo and gray encompass dark, medium and light shades. Blue is used only as color for links.

Esurance indigo

RGB: 23/9/57
HEX: #170939
CMYK: 85/90/0/50
Pantone: 2765

Esurance gray

RGB: 150/144/136
HEX: #969088
CMYK: 11/16/18/32
Pantone: Warm Gray 6

Active blue

RGB: 102/153/255
HEX: #6699FF
CMYK: 70/30/0/0
Pantone: 2995

Indigo dark shade

RGB: 116/107/136
HEX: #746b88
CMYK: 59/59/30/6

Indigo medium shade

RGB: 204/201/212
HEX: #ccc9d4
CMYK: 19/17/9/0

Indigo light shade

RGB: 243/242/245
HEX: #f3f2f5
CMYK: 3/3/1/0

Gray dark shade

RGB: 88/81/73
HEX: #585149
CMYK: 59/56/63/36

Gray medium shade

RGB: 185/182/177
HEX: #b9b6b1
CMYK: 28/24/27/0

Gray light shade

RGB: 238/238/238
HEX: #eeeeee
CMYK: 5/4/4/0

Secondary color palettes are also available as accents, which include Esurance mint and purple.


RGB: 44/177/129
HEX: #2CB181


RGB: 119/177/129
HEX: #7769AF


Like our brand, our imagery is modern and clean relying only as much detail as is necessary to communicate meaning. Avoid drop shadows or 3D effects. Imagery can be placed on a light background or reversed.

Esurance and product icons

Other icons

voice and tone

The Esurance voice is warm, friendly, and casual. Helpful but never condescending. It’s your really smart friend explaining the complicated theory of aerodynamics to you. It’s expert and supportive and always intended to help guide consumers through the complex world of coverage and deductibles.

To keep things simple for customers and consumers, we avoid using industry lingo and complicated jargon. And because we also understand that no matter how you look at it, insurance can be boring, we rely on humor (often in the form of parenthetical asides) to humanize the brand and engage with consumers.

In short, our voice is conversational and professional and our content is informative and easy to understand. Our goal with everything we write is to educate and engage. To make insurance a little bit less of a drag, word by well-considered word.

Who said insurance has to be boring and convoluted? Hey, welcome to the modern world.

Casing standards

Admittedly, our casing standards can be … confusing. But to help you (and yes, us) navigate them, we created a Capitalization Cheat Sheet.