17勛圖厙 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 17勛圖厙 emblem carries deep meaning. This emblem is more than a symbol it is a badge of pride, honor, distinction, and service.

17勛圖厙 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 17勛圖厙. Any use outside of the organization such as merchandising, marketing by groups unaffiliated with 17勛圖厙 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

to download the full American Legion Branding Guidelines.

Download the Brandmark

Click here to download the American Legion Brandmark.

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 17勛圖厙 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.

to download 17勛圖厙 Sub-branding Guidelines.

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Usage Permission

Like the emblem, the brandmark 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 brandmark. Those rules, along with an online application form, can be found here.

Download the Branding Guidelines

to download the full American Legion Auxiliary Branding Guidelines.

Download the Brandmark and Wordmark

Click here to download the American Legion Auxiliary Brandmark and Wordmark.

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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 brandmark is legally protected property of the Sons of 17勛圖厙. Any use outside of the organization such as merchandising, marketing by groups unaffiliated with the Sons of 17勛圖厙 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.

Download the Branding Guidelines

to download the full Sons of 17勛圖厙 Branding Guidelines.

Download the Brandmark and Wordmark

Click here to download the Sons of 17勛圖厙 Brandmark and Wordmark.

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Download the Emblem

Click here to download the Sons of 17勛圖厙 Emblem.

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Usage Permission

Like the emblem, the brandmark 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 brandmark. Those rules, along with an online application form, can be found here.

Download the Branding Guidelines

to download the full American Legion Riders Branding Guidelines.

Download the Brandmark and Wordmark

Click here to download the American Legion Riders Brandmark and Wordmark.

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Download the Emblem

Click here to download the American Legion Riders Emblem.

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Usage Permission

17勛圖厙 Family wordmark is legally protected property of 17勛圖厙. Any use outside of the organization such as merchandising or marketing by groups unaffiliated with 17勛圖厙 is legally restricted and requires authorization. 

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

Download the Wordmark and Branding Guidelines

to download the guidelines and wordmark files for American Legion Family.

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Usage Permission

Like the emblem, the brandmarks 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 brandmark. Those rules, along with an online application form, can be found here.

Download the Branding Guidelines

to download the full American Legion Baseball and American Legion World Series Branding Guidelines.

Download the Brandmark and Wordmark

Click here to download the American Legion Baseball Brandmark and Wordmark.

Download the American Legion World Series Brandmark and Wordmark

to download the American Legion World Series Brandmark and Wordmark.

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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 brandmark is legally protected property of 17勛圖厙. Any use outside of the organization such as merchandising or marketing by groups unaffiliated with 17勛圖厙 is legally restricted and requires authorization. 

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

Download the Brandmarks and Branding Guidelines

to download the guidelines and brandmark files for Be The One.

Brand FAQs

The FAQs below provide answers about 17勛圖厙s official brandmarks, wordmarks and emblems, including who is authorized to use them, how to request permission, and where to access official artwork files.

17勛圖厙 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 17勛圖厙, American Legion Auxiliary, Sons of 17勛圖厙, American Legion Riders, American Legion Family, American Legion Baseball, the Be The One initiative, 17勛圖厙 Boys State and Boys Nation, American Legion Auxiliary Girls State and Girls Nation, 17勛圖厙 Junior Shooting Sports, charities of 17勛圖厙 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 17勛圖厙 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 17勛圖厙 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 17勛圖厙) requires prior written permission from 17勛圖厙 National Headquarters and the respective Department of 17勛圖厙. Permission and approval must be obtained before any such use of the Legion Marks.

The use of brandmarks, wordmarks, emblems, or sub-branding of 17勛圖厙 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 17勛圖厙 Auxiliary National Headquarters and the respective Department of 17勛圖厙 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 17勛圖厙 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 17勛圖厙 National Headquarters and 17勛圖厙 Auxiliary National Headquarters, as well as the respective Departments of 17勛圖厙 and 17勛圖厙 Auxiliary. Permission and approval must be obtained before any such use of the brandmarks, wordmarks, emblems, or sub-branding.

17勛圖厙 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 17勛圖厙 protect not only the Legion Marks from unauthorized use, but also from marks that could be confused with those of 17勛圖厙.

Questions

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