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.”

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