Legion Brand Mark


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. Examples:

In application

The following guidelines offer direction about how the emblem or brand mark should be applied. While most applications will be clearly defined, inevitably some instances may straddle the line between two areas. In such cases, discretion should be used with over arching intent of the application as the guiding principle. If in doubt, the emblem is always appropriate to use.

Legion Brand Legion Emblem

Advertising

Documents
Lifestyle apparel
(such as polo shirts and ball caps)
Policy statements
Community service activities Official reports
Fundraising Press releases
Sponsorships Business cards
Membership recruitment materials Post signage
Digital media Financial documents
Social media Official letterhead
Event announcements  
E-mail signature lines  

Primary Brand Mark

Brand Smaller

The primary brand mark is the two-color version. This is the preferred version to use when the background is white or a light color sufficient enough to provide the required contrast for the mark to be clear and conspicuous.

Spacing

It is important to provide proper spacing around the brand mark to differentiate it from other design elements. The spacing around the logo should be equal to the “L” in “Legion” as seen here.

Brand Spacing


Color Palette

The colors used in the brand mark are as follows:

Legion Blue

Blue Swatch

PANTONE 654C

C:100   M:84   Y:31   K:17

R:0   G:56   B:112

HEX # 1B3D6D

Legion Red

Red Swatch

PANTONE 186C

C:12   M:100   Y:91   K:0

R:215   G:33   B:49

HEX # D72131


File Types

The brand mark is available in various file types for different applications. They are as follows:

File Name

File Type

Use

al-brand-primary.eps

EPS

a vector art file with transparent background for highest quality reproduction in print

al-brand-primary.jpeg

JPEG

for digital applications on a white background; white fill background, not transparent

al-brand-primary.png

PNG

for digital applications with transparent background, low resolution print applications

Primary Brand Mark Dos & Don’ts

Do

The Primary Brand Mark should only appear on a white or light gray tone background (up to 40% black), keeping in mind the spacing requirements.

Brand on light gray

Shown with 15% black background

Shown with 40% black background

Shown on an image with a light neutral background


Don’t

Don’t use over a color or high contrast background.

Do not alter the Brand Mark or place a “background shape” behind it.

Altered Brand Marks

Brand Mark with bad box over image

 

Secondary Brand Marks

The secondary brand mark is a one-color version, in either black or white. It should be used when a clean white or light gray background is not available.

Secondary Brand Mark BlackSecondary Brand Mark White

 

Secondary Brand Mark Dos & Don’ts

Do

The secondary brand mark should only appear on continuous-tone color backgrounds with sufficient contrast to be conspicuous. In cases where color isn’t an option, the secondary brand mark in black can also appear on a white background.

Secondary Dos

 

Don’t

Don’t use on backgrounds that do not provide sufficient contrast or inconsistent tones.

Secondary Dont

 

Do

Use the secondary brand mark in images where there is not sufficient contrast to for the primary brand mark, as long as the background provides sufficient contrast.

Secondary Brand Mark over image

 

Don’t

Use the secondary brand mark in images if there is too much clutter or visual noise in the background regardless of the contrast.

Secondary Brand Mark over bad image.jpg

 

Tertiary Brand Mark

The tertiary brand mark is designed with a container shape and white fill to be used in any circumstances where the primary or secondary brand marks are unsuitable due to background noise, insufficient color contrast or to maintain the color equity of the brand mark on a contrasting color application.

Tertiary Brand Mark

 

Spacing

Clear space is built into the file. However, care should still be taken to not crowd the brand mark with other elements in the composition

 

Tertiary Brand Mark Dos & Don’ts

Do

Use the tertiary brand mark in cases were there is too much visual background noise to create a clear separation or to preserve the color equity when not placed on white or light gray background.

Tertiary Brand Dos

 

Don’t

Don’t use over a white or light gray background or where the background tone is light and consistent enough to use the primary brand mark.

Tertiary Dont

 

Usage Permission

Like the emblem, the brand mark is legally protected property of The American Legion National Headquarters. 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 from the national adjutant.

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 Brand Mark

Click here to download The American Legion Brand Mark

 

Questions

For more information on the American Legion brand mark and to get access and approval for use, please contact the American Legion Media and Communications Division at (317) 630-1272.