Brand guidelines Royal British Legion 39 Sub themes: Honest, Responsible, Inspiring, Resolute Champions Modern Britain Determined Warm welcome We’ve got your back This tonal value is at the heart of everything we say. Through thick and thin, we will always be there for those that need us whether we’re trying to improve the world for the Armed Forces community, make life better for our service users or encourage people to join us in Remembrance. Like a huddle with your teammates. We’ll always be here, ready to welcome anyone and everyone, ready to make them feel safe and cared for. Sub themes: Approachable, Positive, Supportive, Empathetic Sub themes: Energetic, Togetherness, Speaking from the heart, Galvanising Sub themes: Inclusivity, Britishness, Conversational, Relatable Sub themes: Poignant, Proud, Respectful, Having integrity Determined is about passion, energy, togetherness. Our ultimate aim? To make our audience feel part of our mission. Together, we’re determined to make a difference. Since 1921, the Royal British Legion has been part of the national fabric. But being in such a position comes with a huge responsibility — to represent the voice of a nation. We consider ourselves the champion of the Armed Forces community. This must come across in our language in the form of total confidence. Whether you are writing about Remembrance, the poppy or the AF community, think and write like a champion. Key theme: Empowering Key theme: Human Key theme: Emphatic Our tone of voice explained Key theme: Modernity Key theme: Confident Logo Framework Elements Expression Gallery Information