Since 1919, The American Legion has been represented by its emblem. As we look to the next era of The American Legion, the time has come for a new brand mark to be used in marketing, communications and promotional materials.
The new brand mark does not replace the emblem. Instead, both the emblem and the brand mark are to be used in specific applications that will better serve The American Legion going forward. On this page, guidance is provided on the manner and types of applications that will apply to both the emblem and The American Legion brand mark.
Purpose of the Brand Mark
The American Legion brand mark was created to address the need to modernize The American Legion brand to appeal to the next generation of veterans. Moreover, the new brand mark takes into consideration a host of applications that the original emblem could never have anticipated. Those include digital and social media, special event and sports marketing, lifestyle apparel and more.
Brand Mark versus Emblem
Going forward, the brand mark is to be used in all marketing communications applications, while the emblem should be reserved for official documents and communications.
In application
The following guidelines offer direction in terms of when to use the emblem or one of the brand marks. While most applications will be clearly defined, inevitably some instances may straddle the line between two areas. In those cases, use discretion based on the intended audience. When choosing a brand mark option, default to what is most visually pleasing in that application. For example, the word mark should almost always be used in embroidery.
Brand Mark
- Advertising
- Lifestyle apparel (such as polo shirts and ball caps)
- Community service activities
- Fundraising
- Sponsorships
- Membership recruitment materials
- Digital media
- Social media
- Event announcements
- E-mail signature lines
Emblem
- Documents
- Policy statements
- Official reports
- Press releases
- Business cards
- Post signage
- Financial documents
- Official letterhead
Color Palette
Legion Blue
PANTONE 654C
C:100 M:84 Y:31 K:17
R:0 G:56 B:112
HEX # 1B3D6D
Legion Red
PANTONE 186C
C:12 M:100 Y:91 K:0
R:215 G:33 B:49
HEX # D72131
Usage Permission
Like the emblem, the brand mark is legally protected property of The American Legion. Any use outside of the organization – such as merchandising, marketing by groups unaffiliated with The American Legion or at political events – is legally restricted and requires authorization.
The same rules of permission to use the official emblem apply to the brand mark. Those rules, along with an online application form, can be found here.
Download the Branding Guidelines
Click here to download the full American Legion Branding Guidelines.
Download the Brand Mark
Click here to download the American Legion Brand Mark.
Download the Emblem
Click here to download the American Legion Emblem.
Sub-branding Guidelines
The use of a sub-brand treatment is vital to ensure the strength of The American Legion brand. The guidelines linked below reveal the thought process behind the sub-brand treatment and demonstrate how it should be implemented.
Any use of a sub-branding treatment outside of or conflicting with the contents of this guide will be considered unauthorized.
Click here to download The American Legion Sub-branding Guidelines.
Questions
For any additional brand-related questions, please contact the American Legion Marketing Division at:
317-630-1398
marketing@legion.org
Purpose of the Brand Mark
The American Legion Auxiliary brand mark was created to address the need to modernize the American Legion Auxiliary brand to appeal to the next generation. Moreover, the new brand mark takes into consideration a host of applications that the original emblem could never have anticipated. Those include digital and social media, special event and sports marketing, lifestyle apparel and more.
Brand Mark versus Emblem
Going forward, the brand mark is to be used in all marketing communications applications, while the emblem should be reserved for official documents and communications.
In application
The following guidelines offer direction in terms of when to use the emblem or one of the brand marks. While most applications will be clearly defined, inevitably some instances may straddle the line between two areas. In those cases, use discretion based on the intended audience. When choosing a brand mark option, default to what is most visually pleasing in that application. For example, the word mark should almost always be used in embroidery.
Brand Mark Options
- advertising
- apparel (use word mark for embroidery)
- business cards, letterhead, email signatures
- credentials, event badges
- press releases
- digital (apps, web, social, PowerPoint presentations)
- promotional communications (flyers, handouts, etc.)
- events (signs, backdrops, tents, tablecloths, swag/giveaways)
Emblem
- uniform caps
- financial documents
- history books
- flags
- legal affairs
- internal manuals & guides
- reports & resolutions
- awards (option emblem or brand)
- building signage (option emblem or brand)
- formal government communications (option emblem or brand)
For more in-depth explanations of approved usage guidelines, click here
Color Palette
Blue
PANTONE 654C
C:100 M:84 Y:31 K:17
R:0 G:56 B:112
HEX # 1B3D6D
Red
PANTONE 186C
C:12 M:100 Y:91 K:0
R:215 G:33 B:49
HEX # D72131
Usage Permission
Like the emblem, the brand mark is legally protected property of the American Legion Auxiliary. Any use outside of the organization – such as merchandising, marketing by groups unaffiliated with the American Legion Auxiliary or at political events – is legally restricted and requires authorization.
The same rules of permission to use the official emblem apply to the brand mark. Those rules, along with an online application form, can be found here.
Download the Branding Guidelines
Click here to download the full American Legion Auxiliary Branding Guidelines.
Download the Brand Mark and Word Mark
Click here to download the American Legion Auxiliary Brand and Word Mark.
Download the Emblem
Click here to download the American Legion Auxiliary Emblem.
Questions
For any additional brand-related questions, please contact the American Legion Marketing Division at:
317-630-1398
marketing@legion.org
Purpose of the Brand Mark
The Sons of The American Legion brand mark was created to address the need to modernize the Sons of The American Legion brand to appeal to the next generation. Moreover, the new brand mark takes into consideration a host of applications that the original emblem could never have anticipated. Those include digital and social media, special event and sports marketing, lifestyle apparel and more.
Brand Mark versus Emblem
Going forward, the brand mark is to be used in all marketing communications applications, while the emblem should be reserved for official documents and communications.
In application
The following guidelines offer direction in terms of when to use the emblem or one of the brand marks. While most applications will be clearly defined, inevitably some instances may straddle the line between two areas. In those cases, use discretion based on the intended audience. When choosing a brand mark option, default to what is most visually pleasing in that application. For example, the word mark should almost always be used in embroidery.
Brand Mark Options
- advertising
- apparel (use word mark for embroidery)
- business cards, letterhead, email signatures
- credentials, event badges
- press releases
- digital (apps, web, social, PowerPoint presentations)
- promotional communications (flyers, handouts, etc.)
- events (signs, backdrops, tents, tablecloths, swag/giveaways)
Emblem
- uniform caps
- financial documents
- history books
- flags
- legal affairs
- internal manuals & guides
- reports & resolutions
- awards (option emblem or brand)
- building signage (option emblem or brand)
- formal government communications (option emblem or brand)
For more in-depth explanations of approved usage guidelines, click here
Color Palette
Blue
PANTONE 654C
C:100 M:84 Y:31 K:17
R:0 G:56 B:112
HEX # 1B3D6D
Red
PANTONE 186C
C:12 M:100 Y:91 K:0
R:215 G:33 B:49
HEX # D72131
Usage Permission
Like the emblem, the brand mark is legally protected property of the Sons of The American Legion. Any use outside of the organization – such as merchandising, marketing by groups unaffiliated with the Sons of The American Legion or at political events – is legally restricted and requires authorization.
The same rules of permission to use the official emblem apply to the brand mark. Those rules, along with an online application form, can be found here.
Download the Branding Guidelines
Click here to download the full Sons of The American Legion Branding Guidelines.
Download the Brand Mark and Word Mark
Click here to download the Sons of The American Legion Brand and Word Mark.
Download the Emblem
Click here to download the Sons of The American Legion Emblem.
Questions
For any additional brand-related questions, please contact the American Legion Marketing Division at:
317-630-1398
marketing@legion.org
Purpose of the Brand Mark
The American Legion Riders brand mark was created to address the need to modernize the American Legion Riders brand to appeal to the next generation. Moreover, the new brand mark takes into consideration a host of applications that the original emblem could never have anticipated. Those include digital and social media, special event and sports marketing, lifestyle apparel and more.
Brand Mark versus Emblem
Going forward, the brand mark is to be used in all marketing communications applications, while the emblem should be reserved for official documents and communications.
In application
The following guidelines offer direction in terms of when to use the emblem or one of the brand marks. While most applications will be clearly defined, inevitably some instances may straddle the line between two areas. In those cases, use discretion based on the intended audience. When choosing a brand mark option, default to what is most visually pleasing in that application. For example, the word mark should almost always be used in embroidery.
Brand Mark Options
- advertising
- apparel (use word mark for embroidery)
- business cards, letterhead, email signatures, nametags
- credentials, event badges
- press releases
- digital (apps, web, social, PowerPoint presentations)
- promotional communications (flyers, handouts, etc.)
- events (signs, backdrops, tents, tablecloths, swag/giveaways)
Emblem
- large back patch (option emblem or brand)
- financial documents
- history books
- flags
- legal affairs
- reports & resolutions
- internal manuals & guides
- awards (option emblem or brand)
- building signage (option emblem or brand)
- formal government communications (option emblem or brand)
For more in-depth explanations of approved usage guidelines, click here
Color Palette
Blue
PANTONE 654C
C:100 M:84 Y:31 K:17
R:0 G:56 B:112
HEX # 1B3D6D
Red
PANTONE 186C
C:12 M:100 Y:91 K:0
R:215 G:33 B:49
HEX # D72131
Usage Permission
Like the emblem, the brand mark is legally protected property of the American Legion Riders. Any use outside of the organization – such as merchandising, marketing by groups unaffiliated with the American Legion Riders or at political events – is legally restricted and requires authorization.
The same rules of permission to use the official emblem apply to the brand mark. Those rules, along with an online application form, can be found here.
Download the Branding Guidelines
Click here to download the full American Legion Riders Branding Guidelines.
Download the Brand Mark and Word Mark
Click here to download the American Legion Riders Brand and Word Mark.
Download the Emblem
Click here to download the American Legion Riders Emblem.
Questions
For any additional brand-related questions, please contact the American Legion Marketing Division at:
317-630-1398
marketing@legion.org
Purpose of the Brand Mark
The American Legion Baseball and American Legion World Series brand marks were created to address the need to modernize the respective brands to appeal to the next generation. Moreover, the new brand marks take into consideration a host of applications that the original emblem could never have anticipated. Those include digital and social media, special event and sports marketing, lifestyle apparel and more.
In application
The following guidelines offer direction in terms of when to use the emblem or one of the brand marks. While most applications will be clearly defined, inevitably some instances may straddle the line between two areas. In those cases, use discretion based on the intended audience.
For example, the brand and word marks will most often be used for externally-facing applications. The brand and word marks are not intended to completely replace the crossed bats emblem. The crossed bats emblem will continue to be used for official uniforms, and any other official or internally-facing applications (see examples below).
When choosing a brand mark option, default to what is most visually pleasing in that application. For example, the word mark should almost always be used in embroidery.
Brand Mark Options
- advertising
- merch apparel (use word mark for embroidery)
- business cards, letterhead, email signatures
- credentials, event badges
- press releases
- digital (apps, web, social, PowerPoint presentations)
- promotional communications (flyers, handouts, etc.)
- events (signs, backdrops, tents, tablecloths, swag/ giveaways)
Brand Mark Options
- advertising
- merch apparel (use word mark for embroidery)
- business cards, letterhead, email signatures
- credentials, event badges
- press releases
- digital (apps, web, social, PowerPoint presentations)
- promotional communications (flyers, handouts, etc.)
- events (signs, backdrops, tents, tablecloths, swag/ giveaways)
Color Palette
Blue
PANTONE 654C
C:100 M:84 Y:31 K:17
R:0 G:56 B:112
HEX # 1B3D6D
Red
PANTONE 186C
C:12 M:100 Y:91 K:0
R:215 G:33 B:49
HEX # D72131
Usage Permission
Like the emblem, the brand marks are legally protected property of American Legion Baseball. Any use outside of the organization – such as merchandising, marketing by groups unaffiliated with American Legion Baseball or at political events – is legally restricted and requires authorization.
The same rules of permission to use the official emblem apply to the brand mark. Those rules, along with an online application form, can be found here.
Download the Branding Guidelines
Click here to download the full American Legion Baseball and American Legion World Series Branding Guidelines.
Download the Brand Mark and Word Mark
Click here to download the American Legion Baseball Brand and Word Mark.
Download the Emblem
Click here to download the American Legion Baseball Emblem.
Download the American Legion World Series Brand Mark
Click here to download the American Legion World Series Brand and Word Mark.
Questions
For any additional brand-related questions, please contact the American Legion Marketing Division at:
317-630-1398
marketing@legion.org
Usage Permission
The Be The One brand mark is legally protected property of The American Legion. Any use outside of the organization – such as merchandising or marketing by groups unaffiliated with The American Legion – is legally restricted and requires authorization.
Download the Brand Mark and Branding Guidelines
Click here to download the guidelines and brand mark files for Be The One.
Questions
For any additional brand-related questions, please contact the American Legion Marketing Division at:
317-630-1398
marketing@legion.org