Brand guidelines Royal British Legion 19 We have established four clear principles that have helped to shape our brand framework. 1. T he Royal British Legion must be at the heart of all we do • O ur brand is the Royal British Legion. • W e want people to recognise the Royal British Legion and the work we do. • F or this reason we use the Royal British Legion wherever we can. • A ll our services are from the Royal British Legion. • A ll our fundraising is for the Royal British Legion. • W e avoid creating or using other brands. 2. W e make sure our work and our contribution is recognised • W e make sure that what we do is seen. • W here we support other organisations through funding or grants, we make s ure that contribution is recognised — by showing our name and logo. • W here we work with others we show our relationship. • W e do this by ensuring the use of our 'Supported by' or 'Funded by' logo lockups. 3. W e use the word ‘poppy’ only within fundraising activities • W e don’t own the word ‘poppy’. • T here are many other companies that use this word within their name. • B y using the word ‘poppy’ for our services we can cause confusion. • W e only use the word ‘poppy’ within the names of fundraising activities — t his helps us to build on the appeal and recognition of the Poppy Appeal. • W e always link our fundraising names to the Royal British Legion to help i ncrease understanding of what we do. 4. W e identify which organisations are part of RBL and which are not • W here an organisation is part of the Royal British Legion Group w e ensure that we make that clear. • W here an organisation is not part of the Royal British Legion Group w e ensure that there is a clear difference in their branding. Logo Framework Elements Expression Gallery Information What is a brand framework and why does it matter?