Triumphant logo for actor's union SAG-AFTRA

International branding network Siegel+Gale have gone Hollywood recently, with the launch of a new identity for the Television Academy in March now followed up by another project for SAG-AFTRA, the primary trade union for American film and TV actors.

SAG-AFTRA was formed in 2012 from the merger of the Screen Actors Guild and the American Federation of Television and Radio Artists. The previous identity was created for the merger and the union commissioned Siegel+Gale to create a more permanent visual identity. The new logo, which launched on May 1, depicts "a figure standing in a forward-looking pose, reaching skyward".

Previous logo.

From a press release:

"SAG-AFTRA was formed in 2012 by uniting two of America’s great labor unions—Screen Actors Guild and the American Federation of Television and Radio Artists. Shortly after the merger, the union’s executive committee engaged Siegel+Gale to create a brand identity to accurately represent the impact of this historic union. Branding giant Siegel+Gale strives for simplicity and its fresh approach is reflected in the new SAG-AFTRA identity. The new brand story—we empower and protect entertainment and media artists to enrich people’s lives—expresses the union’s commitment to empower its diverse and growing member base.

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

To highlight this new direction, Siegel+Gale developed a new visual identity system, including a refreshed logo, color palette and visual design elements. Through an in-depth analysis across a variety of SAG-AFTRA stakeholders, Siegel+Gale identified the organization’s primary brand attributes—strength, excellence and unity. Working through the lens of simplicity, Siegel+Gale focused on SAG-AFTRA’s diverse membership, embodying these attributes in the depiction of the new logo.

Commenting on the logo design, Matthias Mencke, Group Creative Director, Brand Development, at Siegel+Gale said, “The symbol is inspired by the legacy logos of the two unions prior to their merger. The new form honors the rich history of the respective organizations, while depicting a unified future for their diverse membership.”"

Siegel+Gale (archive)