Brand Marks & Guidelines

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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.

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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

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Emblem

  • Documents
  • Policy statements
  • Official reports
  • Press releases
  • Business cards
  • Post signage
  • Financial documents
  • Official letterhead

Color Palette

Legion Blue

legion-blue.jpg

PANTONE 654C

C:100   M:84   Y:31   K:17

R:0   G:56   B:112

HEX # 1B3D6D

Legion Red

legion-red.jpg

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

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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

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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.

Aux-Mark-Small-2x.png

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)

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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

legion-blue.jpg

PANTONE 654C

C:100   M:84   Y:31   K:17

R:0   G:56   B:112

HEX # 1B3D6D

Red

legion-red.jpg

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

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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.

SAL-Mark-Small-2x.png

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)

SAL-Emblem-2x.png

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

legion-blue.jpg

PANTONE 654C

C:100   M:84   Y:31   K:17

R:0   G:56   B:112

HEX # 1B3D6D

Red

legion-red.jpg


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

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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.

Riders-Marks-Small-2x.png

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)

Legion-Riders-Emblem-2x.png

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

legion-blue.jpg

PANTONE 654C

C:100   M:84   Y:31   K:17

R:0   G:56   B:112

HEX # 1B3D6D

Red

legion-red.jpg

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

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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. 

BB-WS-Mark-Main-1x.png

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) 

al-baseball-emblem.png

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

legion-blue.jpg

PANTONE 654C

C:100   M:84   Y:31   K:17

R:0   G:56   B:112

HEX # 1B3D6D

Red

legion-red.jpg

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

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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