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.

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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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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)

Auxiliary-Emblem-Sm.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 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

SAL-Mark-Main-2x.png

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

Riders-Marks-Main-2x.png

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

al-family-word-primary-RGB.png

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.

Questions

For any additional brand-related questions, please contact the American Legion Marketing Division at:

317-630-1398
marketing@legion.org

BB-WS-Mark-Main-2x.png

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

bto-horizontal-primary-RBG.png

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.

Questions

For any additional brand-related questions, please contact the American Legion Marketing Division at:

317-630-1398
marketing@legion.org

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.