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.
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
- 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)
- uniforms (jerseys & caps)
- financial documents
- history books
- legal affairs
- internal manuals & guides
- reports & resolutions
- awards (option emblem or brand)
- building/ballpark 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 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.
For any additional brand-related questions, please contact the American Legion Marketing Division at: