SAG-AFTRA Unveils New Logo and Brand

SAG-AFTRA Unveils New Logo and Brand

“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,” SAG-AFTRA president Ken Howard said

Two years after the Screen Actors Guild and American Federation of Television and Radio Artists merged, the union has unveiled a new logo representing its new brand identity.

SAG-AFTRA debuted the logo (above) to the industry on Thursday. It depicts a figure standing in a forward-looking pose, reaching skyward in an effort to signify the union's primary brand attributes — strength, excellence and unity.

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The SAG-AFTRA National Board voted 2-to-1 to approve and implement the union's new brand and logo, which was developed in partnership with global strategic branding firm Siegel+Gale, at its April 13 plenary in Los Angeles.

“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.”