Purpose of the Brand Mark
Brand Mark versus Emblem
Brand Mark Options
- 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)
- uniform caps
- financial documents
- history books
- 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)
C:100 M:84 Y:31 K:17
R:0 G:56 B:112
HEX # 1B3D6D
C:12 M:100 Y:91 K:0
R:215 G:33 B:49
HEX # D72131
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.
For any additional brand-related questions, please contact the American Legion Marketing Division at: