American Legion Auxiliary

Department of New York

American Legion Auxiliary

Public Relations

It is important our communities know about the programs and activities of the Units. Talk to the Editors of your local newspaper informing them of what we do. Encourage the papers to include the American Legion Auxiliary in their Community Bulletin Boards. Use TV spot announcements on up-coming activities or special affairs that are being planned. Keep copies of any items in a scrap book in a year-after-year continuation.

Key Program Statements:

  • Spread the word about the American Legion Auxiliary: A Community of Volunteers Serving Veterans, Military, and their Families.
  • Encourage ALA members to be visible in their communities through valuable, distinct branding.
  • Share the latest news from ALA volunteer national leadership and ALA National Headquarters.

Department Chairman: Suzanne Williams
Email:  nyalapublicrelations@gmail.com
2023-2024 Information and Report Forms:

Program Awards
 Public Relations Key Resources

FROM THE NATIONAL HQ FACEBOOK PAGE 11/4/22:

Our future branding has a new look! The ALA’s traditional emblem has remained a fixture during our nearly 103 years of service.
In our next era, the ALA will still be represented as the go-to support for military, veterans, and their families — but with a different look.
Because the blue star emblem is as much of a legacy as the Auxiliary itself, it will not be going away … it will simply be used in specific applications.
Eventually, the ALA Branding Guide will be updated with the new information, but you can go to www.legion.org/brand in the meantime for guidelines.
As a reminder- the American Legion Auxiliary Emblem isn’t going anywhere. You can still use the blue star emblem shown below.

Auxiliary Brand Mark

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.

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)

 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

PANTONE 654C

C:100   M:84   Y:31   K:17

R:0   G:56   B:112

HEX # 1B3D6D

Red

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

Links to other branding guidelines that are available from the National Legion Website:

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