The New Chapter of The American Legion Identity Has Begun: A New Era. A New Look. The Same Mission.

The American Legion…the iconic, ubiquitous and the first and largest veterans service organization in the U.S. with nearly 2 million members in more than 12,000 posts across the nation recently created a new brand mark to modernize its image.

New Era

Recently The Legion took a deep dive into its history and culture with a focused exploration to rediscover its origins, its role in American society and its commitment to the servicemembers who are and will be its members.

As a result, the inspiration to modernize its brand presentation to appeal to the veterans of today and tomorrow took hold.

New Look

Through this journey a new logo was born—a vivid, striking contemporary design that is the embodiment of where The Legion has been, where it is now and most importantly, where it is marching toward into the future.

The brand mark represents a new era of The American Legion’s identity and will be used across all levels of The Legion.

Same Mission

The Legion will always be an advocate for patriotism, honor, a strong national security, and an unwavering devotion to servicemembers and veterans.

Dean Kessel is the Chief Marketing Officer for the American Legion where he oversees the Marketing, Membership, Media & Communications and Fundraising & Development efforts for the 102-year-old American Legion brand. He can offer a more nuanced perspective on how and why the new brand mark was created to modernize The American Legion’s image and appeal to a new generation of veterans.