Root Brand Guide
The Root Insurance brand guide provides downloadable assets for media and partners, including our logo, fonts, color, photography, and our voice & tone guide for reference.
Please note: All assets and information provided in this guide are for Root Insurance. For positioning or assets related to Root Inc., please email press@joinroot.com.
Root Insurance assets
Select any of the categories below to find, browse, and download our assets. Don’t see what you need? Email press@joinroot.com and we’d be happy to help.
Company positioning
Root was founded on the idea that car insurance rates should be based primarily on driving behaviors, not demographics. We've revolutionized the archaic car insurance industry using mobile technology and data science to offer fair, personalized rates to good drivers.
Our brand attributes
Fair
We lean on data, not demographics.
Easy
We create an incredibly intuitive experience.
Affordable
We base rates on good driving.
Personal
We provide rates and coverage that are customized to each driver.
Logo
The primary Root logo is composed of the Root wordmark and the word Insurance, typeset in Root Sans Regular. These two elements should be shown in the stacked (vertical) format when possible, but can be oriented horizontally in select formats. Avoid using configurations not shown here.
Best practices
The Root logo should be displayed prominently in black on a white background whenever possible, but white on a solid black or orange background is also acceptable. Avoid placing the logo on top of imagery when possible, and to ensure sufficient contrast, the logo should never be placed over busy imagery.
Logo usage
To ensure sufficient contrast, avoid using the black logo on an orange background or the orange logo on a black background. For consistency, avoid altering the treatment, color, fonts, and arrangement of the logo.
Clear space
A minimum safe area for the height and width of the “R” should be maintained around the logo to ensure it features prominently on all materials.
Color
Orange is our main point of focus—we strip away the extra and surface only what’s important, making the experience simpler and faster for our customers.
Primary colors
The primary palette is at the core of our brand identity and should be represented in all of our branded materials. White space should dominate layouts, with black used for clear contrast in our messaging, and orange marking moments of action.
Secondary colors
The secondary palette can be used in certain product applications and supportive impressions.
Photography
Photography plays an essential part of our brand, helping to convey aspects of everyday life that Root's protection seamlessly layers into, capturing people in active moments.
App Screens
Our app screens are designed to be clean, straightforward, and easy to navigate, with plenty of white space to keep things simple and focused. This approach ensures that the user experience is seamless and intuitive, highlighting the most important information without any distractions.
Lifestyle Imagery
In our lifestyle imagery, we aim to showcase everyday people and moments that feel genuine and relatable. These images reflect the lives our customers lead, emphasizing how Root fits naturally into their routines.
Voice & Tone
Tone of voice is the ’personality’ of the Root brand as expressed through all of our copy. It guides what we say in writing—and how we say it—across all brand platforms and properties.
Root's voice is human, casual, and friendly. We speak in a clear, straightforward way. We state the facts while still empathizing with our customers.
When in doubt, our app serves as the north star for our tone of voice.
The voice for Root Insurance is human, casual, and friendly. We speak in a clear, straightforward way.
We state the facts while still empathizing with our customers. We add a touch of humor here and there, but we don’t make jokes just to make a joke. We’re here to help our customers by educating and advocating.
Smart
but not know-it-all
Confident
but not arrogant
Casual
but not sloppy
Friendly
but not ingratiating
Clever
but not mean
Positive
but not over the top
Direct
but not blunt
Quick
but not vague
Informative
but not overwhelming
Beneficial
so messaging focuses on the customer A good way to approach tone is to always think of the goal. If it is to inform, the tone should be direct and simple. If it is to entertain, the tone can have a more playful hint.
Fonts
Root Sans is our primary typeface and should be used consistently across all brands and product experiences.
The logos, images, pictures, typography, and descriptions are the exclusive property of Root, Inc. and may not be used, sold, or otherwise distributed without the express written permission of Root Insurance Company. The use of the materials contained on these pages may be subject to additional terms and conditions.