SAG-AFTRA, the nation’s largest union for actors, broadcasters and recording artists, has a new look.

The 165,000-member union on Thursday 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 new SAG-AFTRA logotype. The figure symbolizes the union’s primary brand attributes — strength, excellence and unity in front of the camera and behind the microphone, SAG-AFTRA said in a statement.

The union’s national board voted to approve the new logo at its April 13 meeting in Los Angeles.


“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 in a statement.

“Siegel+Gale has done a great job of embodying the strength and spirit of our union,” added 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 was formed two years ago by the merger of Screen Actors Guild and the American Federation of Television and Radio Artists.

After the merger, the union’s executive committee asked Siegel+Gale to create a brand identity that would reflect the spirit of the newly formed union. Siegel+Gale’s clients have included Comcast, the Television Academy, Disney and Microsoft, among others.


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