SAG-AFTRA Launches New Logo


Two years after its merger, SAG-AFTRA has launched a new logo in partnership with global strategic branding firm Siegel+Gale.

The new logo depicts a figure standing in a forward-looking pose, reaching skyward. The performers union asserted that the figure signifies the union’s primary brand attributes of “strength, excellence and unity.”

The national board voted by a 2-to-1 margin on April 13 to approve and implement the union’s new brand.

“I think the new logo is terrific and will serve us well,” said SAG-AFTRA President Ken Howard. “It captures the humanity we bring to our crafts—whether we are actors, broadcasters or recording artists, we bring excellence to all that we do.”

Variety reported last July that the logo was turned down by a narrow margin last July by the national board. Instead, the union retained the black and gold “SAG-AFTRA: One Union” logo that was created in support of the campaign to persuade members to back merging SAG and AFTRA in 2011 and 2012.

SAG-AFTRA has about 165,000 members and was formed in March, 2012, after members of the Screen Actors Guild and the American Federation of Television and Radio Artists approved the merger. Shortly after merger, the union’s executive committee hired Siegel+Gale.

“The new mark is emblematic of our members’ creativity, dedication and skills,” said SAG-AFTRA Chief Communications and Marketing Officer Pamela Greenwalt. “The simple, contemporary design reflects the unique individualism of each member while celebrating their union solidarity.”

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 7

Leave a Reply


Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

  1. Michael Gregory says:

    I see that other members have commented on the new “SAG-AFTRA” logo and the explanation and descriptions of what it represents. What it represents to me is the wasting of Guild monies when there could have been a competition of members who, to quote from your article and their PR, have “creativity, dedication and skills” but, obviously, not enough “creativity” to design something better than this knockoff of a Broadway Musical poster. My understanding is that this logo cost between 150 to 200 thousand dollars.Were there bids allowed on this or was it a sweetheart deal? And, further, what is the reason for not letting the general membership have some say in an important image that is supposed to be a powerful representation of who we are. Very disappointing.

  2. DH says:

    My God, I’d love to know exactly how much money was spent (wasted) on this incredibly Lame new logo. Especially with all of the other more important issues at hand. How about having a contest or a discussion with suggestions from the membership for a new design ? Or at least letting members know / see the designs of the choices ? That “figure” looks like it was designed by a child in an elementary school art class… Our dues actually paid (I’m sure a lot) for this ??!!

  3. CTSadler says:

    That’s… that’s so ugly.

  4. Dan says:

    That figure is pretty feminine-looking with all those curves in the torso. Looks more like the logo for a women’s rights march than an actors union.

  5. Edward G says:

    How about voting “2-to-1” on releasing overseas residuals, not having to file a claim if the Guild knows a company is in violation, and getting paid before 30 days from the date worked…as long as we’re talkin’ “strength, excellence and unity.”

  6. Endymion says:

    I would’ve thought that they would’ve come up with something more bold and dynamic, and not representative of a maestro in tails. Seems this would be a great logo for the Orchestral Director’s Guild. And somebody got paid (probably a lot) for that…

  7. sr says:

    Maybe it’s just me, but it reminds me of an old communist figure or a nazi giving the salute. Not a very flattering or positive logo.

More Film News from Variety