diff --git a/packages/angular_devkit/build_angular/src/angular-cli-files/models/build-options.ts b/packages/angular_devkit/build_angular/src/angular-cli-files/models/build-options.ts
index 552b515b53cd..2bf4ea1b06d6 100644
--- a/packages/angular_devkit/build_angular/src/angular-cli-files/models/build-options.ts
+++ b/packages/angular_devkit/build_angular/src/angular-cli-files/models/build-options.ts
@@ -35,6 +35,7 @@ export interface BuildOptions {
   deployUrl?: string;
   verbose?: boolean;
   progress?: boolean;
+  progressType?: string;
   i18nFile?: string;
   i18nFormat?: string;
   i18nLocale?: string;
diff --git a/packages/angular_devkit/build_angular/src/angular-cli-files/models/webpack-configs/common.ts b/packages/angular_devkit/build_angular/src/angular-cli-files/models/webpack-configs/common.ts
index bab2266a41f7..e1daa5d5af99 100644
--- a/packages/angular_devkit/build_angular/src/angular-cli-files/models/webpack-configs/common.ts
+++ b/packages/angular_devkit/build_angular/src/angular-cli-files/models/webpack-configs/common.ts
@@ -14,6 +14,9 @@ import { CleanCssWebpackPlugin } from '../../plugins/cleancss-webpack-plugin';
 import { ScriptsWebpackPlugin } from '../../plugins/scripts-webpack-plugin';
 import { findUp } from '../../utilities/find-up';
 import { isDirectory } from '../../utilities/is-directory';
+import {
+  selectProgressReporter,
+} from '../../utilities/progress-reporters/progress-reporter-selector';
 import { requireProjectModule } from '../../utilities/require-project-module';
 import { BuildOptions, WebpackConfigOptions } from '../build-options';
 import { getOutputHashFormat, normalizeExtraEntryPoints } from './utils';
@@ -149,8 +152,11 @@ export function getCommonConfig(wco: WebpackConfigOptions) {
     extraPlugins.push(copyWebpackPluginInstance);
   }
 
-  if (buildOptions.progress) {
-    extraPlugins.push(new ProgressPlugin({ profile: buildOptions.verbose }));
+  if (buildOptions.progress ) {
+    extraPlugins.push(
+      new ProgressPlugin(
+        selectProgressReporter(buildOptions.progressType)
+          .buildOptions(buildOptions)));
   }
 
   if (buildOptions.showCircularDependencies) {
diff --git a/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/progress-reporter-selector.ts b/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/progress-reporter-selector.ts
new file mode 100644
index 000000000000..f33f857a6453
--- /dev/null
+++ b/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/progress-reporter-selector.ts
@@ -0,0 +1,50 @@
+/**
+ * @license
+ * Copyright Google Inc. All Rights Reserved.
+ *
+ * Use of this source code is governed by an MIT-style license that can be
+ * found in the LICENSE file at https://angular.io/license
+ */
+import { ProgressReporter } from './progress-reporter';
+import { SimpleProgressReporter } from './simple-progress-reporter';
+import { VerboseProgressReporter } from './verbose-progress-reporter';
+import { WebpackDefaultProgressReporter } from './webpack-default-progress-reporter';
+
+const defaultProgressReporter = 'webpack-default';
+
+const factories: {
+  // Mapping of string key to factory of a ProgressReporter
+  [key: string]: (() => ProgressReporter),
+} = {
+  'webpack-default': () => new WebpackDefaultProgressReporter(),
+  'verbose-colors': () => new VerboseProgressReporter(true),
+  'verbose-plain': () => new VerboseProgressReporter(false),
+  'simple-plain': () => new SimpleProgressReporter(false),
+  'simple-colors': () => new SimpleProgressReporter(true),
+
+};
+
+const aliases: {
+  // Mapping of default to factory
+  [key: string]: (string),
+} = {
+  'ci-friendly': 'simple',
+  'verbose': 'verbose-colors',
+  'simple': 'simple-colors',
+  'non-tty': 'simple',
+  'tty': 'webpack-default',
+};
+
+export function selectProgressReporter(userInput?: string): ProgressReporter {
+  if (userInput) {
+    if (factories[userInput]) {
+      return factories[userInput]();
+    }
+    if (aliases[userInput]) {
+      return selectProgressReporter(aliases[userInput]);
+    }
+    throw new Error('Could not find progress reporter: ' + userInput);
+  } else {
+    return selectProgressReporter(defaultProgressReporter);
+  }
+}
diff --git a/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/progress-reporter.ts b/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/progress-reporter.ts
new file mode 100644
index 000000000000..54158c0dff53
--- /dev/null
+++ b/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/progress-reporter.ts
@@ -0,0 +1,28 @@
+/**
+ * @license
+ * Copyright Google Inc. All Rights Reserved.
+ *
+ * Use of this source code is governed by an MIT-style license that can be
+ * found in the LICENSE file at https://angular.io/license
+ */
+import { ProgressPluginOptions } from 'webpack/declarations/plugins/ProgressPlugin';
+import { BuildOptions } from '../../models/build-options';
+
+export abstract class ProgressReporter {
+
+  protected abstract handleProgress(percentage: number, msg: string, ...args: string[]): void;
+
+  protected baseOptions(): ProgressPluginOptions {
+    return {};
+  }
+
+  public buildOptions(buildOptions: BuildOptions): ProgressPluginOptions {
+    const progressPluginOptions = this.baseOptions();
+    progressPluginOptions.handler = ((percentage, msg, ...args) =>
+      this.handleProgress(percentage, msg, ...args));
+    progressPluginOptions.profile = buildOptions.verbose;
+
+    return progressPluginOptions;
+  }
+
+}
diff --git a/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/simple-progress-reporter.ts b/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/simple-progress-reporter.ts
new file mode 100644
index 000000000000..ec856f091bea
--- /dev/null
+++ b/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/simple-progress-reporter.ts
@@ -0,0 +1,56 @@
+/**
+ * @license
+ * Copyright Google Inc. All Rights Reserved.
+ *
+ * Use of this source code is governed by an MIT-style license that can be
+ * found in the LICENSE file at https://angular.io/license
+ */
+import { terminal } from '@angular-devkit/core';
+import { ProgressReporter } from './progress-reporter';
+
+
+const { bold, green, white, yellow } = terminal;
+
+export class SimpleProgressReporter extends ProgressReporter {
+
+  constructor(private colours: boolean) {
+    super();
+
+  }
+
+  lastPercentage = -1;
+  lastMessage = '';
+
+  // ***% (msg) [detail] [detail]
+
+  protected handleProgress(percentage: number, msg: string, ...args: string[]): void {
+    percentage = Math.floor(percentage * 100);
+
+    if (this.lastMessage == msg && this.lastPercentage == percentage) {
+      return;
+    }
+
+    this.lastMessage = msg;
+    this.lastPercentage = percentage;
+
+    let buildingString =
+      (this.colours ? bold(percentage + '') : percentage)
+      + '%';
+    if (percentage < 100) { // Shift string right
+      buildingString = ` ${buildingString}`;
+    }
+
+    if (percentage < 10) { // Shift string right
+      buildingString = ` ${buildingString}`;
+    }
+
+    if (msg) {
+      buildingString += ' (' +
+        (this.colours ? bold(yellow(msg)) : msg)
+        + ')';
+    }
+
+    console.log(buildingString);
+  }
+
+}
diff --git a/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/verbose-progress-reporter.ts b/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/verbose-progress-reporter.ts
new file mode 100644
index 000000000000..dd383bd1dcc4
--- /dev/null
+++ b/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/verbose-progress-reporter.ts
@@ -0,0 +1,53 @@
+/**
+ * @license
+ * Copyright Google Inc. All Rights Reserved.
+ *
+ * Use of this source code is governed by an MIT-style license that can be
+ * found in the LICENSE file at https://angular.io/license
+ */
+import { terminal } from '@angular-devkit/core';
+import { ProgressReporter } from './progress-reporter';
+
+
+const { bold, green, white, yellow } = terminal;
+
+export class VerboseProgressReporter extends ProgressReporter {
+
+  constructor(private colours: boolean) {
+    super();
+  }
+
+  // ***% (msg) [detail] [detail]
+
+  protected handleProgress(percentage: number, msg: string, ...args: string[]): void {
+    percentage = Math.floor(percentage * 100);
+    let buildingString =
+      (this.colours ? bold(percentage + '') : percentage)
+        + '%';
+    if (percentage < 100) { // Shift string right
+      buildingString = ` ${buildingString}`;
+    }
+
+    if (percentage < 10) { // Shift string right
+      buildingString = ` ${buildingString}`;
+    }
+
+    if (msg) {
+      buildingString += ' (' +
+        (this.colours ? bold(yellow(msg)) : msg)
+          + ')';
+    }
+
+    if (args) {
+      for (const arg of args) {
+        if (arg) {
+          buildingString += ' [' +
+            (this.colours ? green(arg) : arg)
+            + ']';
+        }
+      }
+    }
+    console.log(buildingString);
+  }
+
+}
diff --git a/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/webpack-default-progress-reporter.ts b/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/webpack-default-progress-reporter.ts
new file mode 100644
index 000000000000..b9d0d5339f0e
--- /dev/null
+++ b/packages/angular_devkit/build_angular/src/angular-cli-files/utilities/progress-reporters/webpack-default-progress-reporter.ts
@@ -0,0 +1,31 @@
+/**
+ * @license
+ * Copyright Google Inc. All Rights Reserved.
+ *
+ * Use of this source code is governed by an MIT-style license that can be
+ * found in the LICENSE file at https://angular.io/license
+ */
+
+import { ProgressPluginOptions } from 'webpack/declarations/plugins/ProgressPlugin';
+import { BuildOptions } from '../../models/build-options';
+import { ProgressReporter } from './progress-reporter';
+
+export class WebpackDefaultProgressReporter extends ProgressReporter {
+
+  constructor() {
+    super();
+  }
+
+  protected handleProgress(percentage: number, msg: string, ...args: string[]): void {
+    throw new Error('This method is not to be called');
+  }
+
+  public buildOptions(buildOptions: BuildOptions): ProgressPluginOptions {
+    const progressPluginOptions = super.buildOptions(buildOptions);
+    // Reset handler to undefined, this will cause ProgressPlugin to use it's default handler
+    progressPluginOptions.handler = undefined;
+
+    return progressPluginOptions;
+  }
+
+}
diff --git a/packages/angular_devkit/build_angular/src/browser/index.ts b/packages/angular_devkit/build_angular/src/browser/index.ts
index b13b08eb1823..57fbdf2eb07d 100644
--- a/packages/angular_devkit/build_angular/src/browser/index.ts
+++ b/packages/angular_devkit/build_angular/src/browser/index.ts
@@ -34,7 +34,7 @@ import {
   statsToString,
   statsWarningsToString,
 } from '../angular-cli-files/utilities/stats';
-import { defaultProgress, normalizeBuilderSchema } from '../utils';
+import { defaultProgress, defaultProgressType, normalizeBuilderSchema } from '../utils';
 import { BrowserBuilderSchema, NormalizedBrowserBuilderSchema } from './schema';
 const SpeedMeasurePlugin = require('speed-measure-webpack-plugin');
 const webpackMerge = require('webpack-merge');
@@ -137,6 +137,7 @@ export class BrowserBuilder implements Builder<BrowserBuilderSchema> {
     };
 
     wco.buildOptions.progress = defaultProgress(wco.buildOptions.progress);
+    wco.buildOptions.progressType = defaultProgressType(wco.buildOptions.progressType);
 
     const webpackConfigs: {}[] = [
       getCommonConfig(wco),
diff --git a/packages/angular_devkit/build_angular/src/browser/schema.d.ts b/packages/angular_devkit/build_angular/src/browser/schema.d.ts
index 243c8f84fc96..81a8fc1be89a 100644
--- a/packages/angular_devkit/build_angular/src/browser/schema.d.ts
+++ b/packages/angular_devkit/build_angular/src/browser/schema.d.ts
@@ -113,6 +113,11 @@ export interface BrowserBuilderSchema {
    */
   progress?: boolean;
 
+  /**
+   * The method in which progress is logged to the console while building
+   */
+  progressType?: string;
+
   /**
    * Localization file to use for i18n.
    */
diff --git a/packages/angular_devkit/build_angular/src/browser/schema.json b/packages/angular_devkit/build_angular/src/browser/schema.json
index 817379b9fb42..b438994bb05f 100644
--- a/packages/angular_devkit/build_angular/src/browser/schema.json
+++ b/packages/angular_devkit/build_angular/src/browser/schema.json
@@ -174,6 +174,10 @@
       "type": "boolean",
       "description": "Log progress to the console while building."
     },
+    "progressType": {
+      "type": "string",
+      "description": "The method in which progress is logged to the console while building."
+    },
     "i18nFile": {
       "type": "string",
       "description": "Localization file to use for i18n."
diff --git a/packages/angular_devkit/build_angular/src/karma/index.ts b/packages/angular_devkit/build_angular/src/karma/index.ts
index fcb2a5881101..c3ee5220bd38 100644
--- a/packages/angular_devkit/build_angular/src/karma/index.ts
+++ b/packages/angular_devkit/build_angular/src/karma/index.ts
@@ -26,7 +26,7 @@ import {
 } from '../angular-cli-files/models/webpack-configs';
 import { readTsconfig } from '../angular-cli-files/utilities/read-tsconfig';
 import { requireProjectModule } from '../angular-cli-files/utilities/require-project-module';
-import { defaultProgress, normalizeBuilderSchema } from '../utils';
+import { defaultProgress, defaultProgressType, normalizeBuilderSchema } from '../utils';
 import { KarmaBuilderSchema, NormalizedKarmaBuilderSchema } from './schema';
 const webpackMerge = require('webpack-merge');
 
@@ -150,6 +150,7 @@ export class KarmaBuilder implements Builder<KarmaBuilderSchema> {
     };
 
     wco.buildOptions.progress = defaultProgress(wco.buildOptions.progress);
+    wco.buildOptions.progressType = defaultProgressType(wco.buildOptions.progressType);
 
     const webpackConfigs: {}[] = [
       getCommonConfig(wco),
diff --git a/packages/angular_devkit/build_angular/src/server/index.ts b/packages/angular_devkit/build_angular/src/server/index.ts
index 0443c7020c51..f1bb41d92fc2 100644
--- a/packages/angular_devkit/build_angular/src/server/index.ts
+++ b/packages/angular_devkit/build_angular/src/server/index.ts
@@ -30,7 +30,7 @@ import {
 import { readTsconfig } from '../angular-cli-files/utilities/read-tsconfig';
 import { requireProjectModule } from '../angular-cli-files/utilities/require-project-module';
 import { getBrowserLoggingCb } from '../browser';
-import { defaultProgress, normalizeBuilderSchema } from '../utils';
+import { defaultProgress, defaultProgressType, normalizeBuilderSchema } from '../utils';
 import { BuildWebpackServerSchema, NormalizedServerBuilderServerSchema } from './schema';
 const webpackMerge = require('webpack-merge');
 
@@ -103,6 +103,7 @@ export class ServerBuilder implements Builder<BuildWebpackServerSchema> {
     };
 
     wco.buildOptions.progress = defaultProgress(wco.buildOptions.progress);
+    wco.buildOptions.progressType = defaultProgressType(wco.buildOptions.progressType);
 
     const webpackConfigs: {}[] = [
       getCommonConfig(wco),
diff --git a/packages/angular_devkit/build_angular/src/utils/default-progress.ts b/packages/angular_devkit/build_angular/src/utils/default-progress.ts
index 258412b460f1..08c737edae9e 100644
--- a/packages/angular_devkit/build_angular/src/utils/default-progress.ts
+++ b/packages/angular_devkit/build_angular/src/utils/default-progress.ts
@@ -8,8 +8,17 @@
 
 export function defaultProgress(progress: boolean | undefined): boolean {
   if (progress === undefined) {
-    return process.stdout.isTTY === true;
+    return true;
   }
 
   return progress;
 }
+
+
+export function defaultProgressType(progressType: string | undefined): string {
+  if (progressType === undefined) {
+    return process.stdout.isTTY ? 'tty' : 'non-tty';
+  }
+
+  return progressType;
+}