The American Legion Brand

Grounded in our Four Pillars and shaped by over a century of service, our brand honors tradition while advocating boldly for veterans, families, and the future.

Respect for Tradition, an Eye Toward the Future

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Created in 1919 by Eric Fisher Wood, every part of The American Legion emblem carries deep meaning. This emblem is more than a symbol — it is a badge of pride, honor, distinction, and service.

The American Legion brandmark was designed to reflect the timeless symbolism of our emblem while adapting to modern applications. It honors our mission and values while making a meaningful connection with today's service members and veterans.

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Usage Permission

The brandmark and emblem are 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 brandmark. Those rules, along with an online application form, can be found here.

View 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.

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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.

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Download the Emblem

Click here to download the American Legion Auxiliary Emblem.

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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.

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Download the Emblem

Click here to download the Sons of The American Legion Emblem.

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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.

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Download the Emblem

Click here to download the American Legion Riders Emblem.

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Usage Permission

The American Legion Family 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. 

Those rules, along with an online application form, can be found here.

Download the Brand Mark and Branding Guidelines

Click here to download the guidelines and brand mark files for American Legion Family.

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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 American Legion World Series Brand Mark

Click here to download the American Legion World Series Brand and Word Mark.

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Download the Emblem

Click here to download the American Legion Baseball Emblem.

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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. 

Those rules, along with an online application form, can be found here.

Download the Brand Mark and Branding Guidelines

Click here to download the guidelines and brand mark files for Be The One.

Brand FAQs

The FAQs below provide answers about The American Legion’s official brandmarks, wordmarks and emblems, including who is authorized to use them, how to request permission, and where to access official artwork files.

The American Legion controls various intellectual property assets, including brandmarks, wordmarks, emblems, and sub-branding, which are used to represent the organization and its affiliated programs, charities and initiatives. These marks include, but are not limited to, the official symbols of The American Legion, American Legion Auxiliary, Sons of The American Legion, American Legion Riders, American Legion Family, American Legion Baseball, the Be The One initiative, The American Legion Boys State and Boys Nation, American Legion Auxiliary Girls State and Girls Nation, The American Legion Junior Shooting Sports, charities of The American Legion and any associated sub-branding (“The Legion Marks” shall refer collectively to the names, brandmarks, wordmarks, emblems, insignia, sub-branding and other identifying marks of The American Legion and its affiliated organizations, programs, initiatives, and sub-brands, including but not limited to those described herein). The Legion Marks are federally registered trademarks or otherwise protected under applicable intellectual property laws, and their use is strictly controlled to safeguard the integrity, reputation, and legal protections of The American Legion and its affiliated entities.

The use of the Legion Marks on products or materials produced by or involving a non-Legion or third-party entity (including entities owned by members of The American Legion) requires prior written permission from The American Legion National Headquarters and the respective Department of The American Legion. Permission and approval must be obtained before any such use of the Legion Marks.

The use of brandmarks, wordmarks, emblems, or sub-branding of The American Legion Auxiliary (ALA) and any sub-branding of ALA programs on products or materials produced by or involving a non-Legion/ALA or third-party entity (including entities owned by members of the ALA) requires prior written permission from The American Legion Auxiliary National Headquarters and the respective Department of The American Legion Auxiliary. Permission and approval must be obtained before any such use of the brandmarks, wordmarks, emblems, or sub-branding.

The use of any combination of the Legion Marks alongside the brandmark, wordmark, emblem, or sub-branding of The American Legion Auxiliary (ALA) on products or materials produced by or involving a non-Legion, non-ALA, or third-party entity (including entities owned by members of these organizations) requires prior written permission from both The American Legion National Headquarters and The American Legion Auxiliary National Headquarters, as well as the respective Departments of The American Legion and The American Legion Auxiliary. Permission and approval must be obtained before any such use of the brandmarks, wordmarks, emblems, or sub-branding.

The American Legion must ensure that the public associates its brandmarks, wordmarks, emblems, and sub-branding solely with products and services that are officially offered, sponsored, or endorsed by the organization. Trademark law mandates that The American Legion protect not only the Legion Marks from unauthorized use, but also from marks that could be confused with those of The American Legion.

Questions

For any additional brand-related questions, please contact the American Legion Marketing Division at: marketing@legion.org