Creating a unifying identity for the people who entertain and inform our world.


Committed to protecting and growing a diverse member base of media and entertainment professionals, SAG-AFTRA was formed in 2012 by uniting two of America’s great labor unions—the Screen Actors Guild and the American Federation of Television and Radio Artists. As powerful champions for the people who entertain and inform the world, these legendary institutions shared a common goal, but after eight decades of operation, merging the two would not be an easy feat.

The strategic thinking and innovative and creative design was superior. The whole team was brilliant and driven to find the right solutions for our organization.

Pamela Greenwalt, Chief Communications & Marketing Officer, SAG-AFTRA


SAG-AFTRA approached us to bring its brand mission to life. Following an exploratory fact-finding audit, we created a unique visual identity that drew on the history of both organizations and delivered on their combined promise. The new logo, featuring a bold, heroic figure with its arm raised in triumph and solidarity, not only celebrates the members as individual professionals, but also bolsters the intent and importance of the union, expressing the primary brand attributes of strength, excellence and unity.


The new logo was approved by the SAG-AFTRA National Board in April 2014, and was featured prominently during the landmark public unveiling of the SAG-AFTRA Plaza in Los Angeles a year later. “We hired Siegel+Gale because we trust the judgment and creative expertise of their leadership team,” said Pamela Greenwalt, Chief Communications & Marketing Officer of SAG-AFTRA. “The simplicity in the process was exactly what we thought we would get—an amazing and creative team who brought us concepts and designs that adapted the right visual elements into the new identity, brand and logo.”

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