American Legion Creates Modern Brand

The American Legion has a new brand that will be used in advertising, lifestyle apparel, community service activities, fundraising, event announcements, and other less-formal, community-based and outreach activities. It will not replace the familiar American Legion emblem, which was patented in 1919 and will continue to be used for more formal applications such as official documents, memorial observations, uniforms, and post signage.

From a news released issued by the organization: “The American Legion brand mark was created to modernize our image to appeal to a new generation of veterans,” American Legion chief marketing officer Dean Kessel said. ‘We launched this vivid new design on the American Legion-sponsored 48 car during the 2021 NTT INDYCAR Racing Series, and millions of fans got to see it every race. It’s clear, sharp and effective, even at 225 mph. The design has gotten rave reviews, and now we are ready to advance it to all levels of The American Legion.’”

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