Lapel Pin - British Empire Service League (BESL) Canadian Legion with blue maple leaf. It was manufactured by J.R. Gaunt of Montreal BRITISH EMPIRE SERVICE LEAGUE -CANADIAN LEGION Originating with several small associations of ex-soldiers during WW I, the first national organization, the Great War Veterans Association was established in 1917. By the 1920's, due to a decline in membership, competing organizations and various internal problems the movement was near collapse until 1925 when Field Marshal Earl Haig, founder of the British Empire Service League visited encouraged veterans to unite into one organization.