Our Brand

The Legion was founded by veterans after the First World War. A century on from the start of that conflict, we're still helping today's Service men and women, veterans, and their families in almost every aspect of daily life. We also champion Remembrance, safeguarding the memory of those who have given their lives for our freedom through Remembrance education and events.


Launched with the 2014 Poppy Appeal, the Legion has updated its look and feel giving it a fresh, modern and hopeful expression that joins up our Remembrance and welfare work. We want people to understand that the poppy is not just about Remembrance; it's also about providing hope for the Armed Forces community of all ages, throughout the year.

LIVE ON™ is a simple and memorable way to link our twin commitments to the memory of the fallen and the future of the living. It's also about presenting our charity in a lighter, cleaner way.

Live On describes both equally important parts of our work:

  • As Custodian of Remembrance we ensure the memories of those who have fought and sacrificed in the British Armed Forces live on through the generations.
  • Through our welfare work we help the British Armed Forces, veterans, and their families to live on to a more hopeful future.

We are phasing out our strapline 'Shoulder to shoulder with all who Serve' and replacing it with 'Live On – To the memory of the fallen and the future of the living'.

The 2014 Poppy Appeal was the first phase of the Live On journey, but we are not confining its use to the Poppy Appeal or Remembrance. It is being used as an embedded part of the Legion’s work all year round, and you can join us in watching it expand and evolve.

We hope that you will welcome the new look and embrace it as an improved expression of our valuable work.

Live On – to the memory of the fallen and the future of the living™


The Legion's 2-petal poppy is a registered trademark and should not be used without permission. Additionally, as the national custodian of Remembrance the Legion will take action against companies who are deemed to be infringing its trademark by commercially benefiting from this during the Remembrance period, or at any other time.

To prevent being in breach and to follow best practice as required by the Charity Commission, it is essential to enter into a commercial partnership agreement with the Legion to obtain a licence. 

Please call our contact centre on 0808 802 8080 regarding licensed use of our property or to report any infringements.