SAG-AFTRA and Siegel+Gale Collaborate to Create a Brand Identity After Historic Merger

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SAG-AFTRA and Siegel+Gale Collaborate to Create a Brand Identity After Historic Merger
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LOS ANGELES, CA (May 1, 2014) – SAG-AFTRA® (, the nation's largest union for actors, broadcasters, and recording artists, today launched a new brand identity and logo, developed in partnership with global strategic branding firm Siegel+Gale (

The new logo depicts a figure standing in a forward-looking pose, reaching skyward and is accompanied by a bold new SAG-AFTRA logotype. The figure signifies the union’s primary brand attributes—strength, excellence and unity in front of the camera and behind the microphone.

The SAG-AFTRA National Board voted by supermajority to approve and implement the union’s new brand at its April 13 plenary in Los Angeles, California.

“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.”

“Siegel+Gale has done a great job of embodying the strength and spirit of our union,” said SAG-AFTRA National Executive Director, David White. “The new visual identity speaks to the diversity of our membership and the principles of excellence on which we were founded.”

“SAG-AFTRA champions the talent whose craft entertains and informs the world,” said Jason Cieslak, President, Pacific Rim of Siegel+Gale. “The new identity enables the organization to move forward with a stronger, unified visual expression.”

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 merger, the union’s executive committee engaged Siegel+Gale to create a brand identity to accurately represent the impact of this historic merger. Siegel+Gale’s clients have included Comcast, the Television Academy, Disney and Microsoft, among many others. The branding giant 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 pallet and visual design elements. Through 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.”

NOTE: Print quality EPS and JPG files of the logo are available for download at the SAG-AFTRA Brand Center. Visit

Click here to view the new cover of SAG-AFTRA magazine.

Click here for the new SAG-AFTRA Broadcast Package.

SAG-AFTRA is a registered trademark and the Logo Figure is a trademark of SAG-AFTRA. As a general rule, third parties may not use the SAG-AFTRA logo or other SAG-AFTRA trademarks or brand elements without SAG-AFTRA’s express written permission.