Issue link: http://digital.copcomm.com/i/308664
• The pose and upward reach demonstrate member prosperity. • The figure's stance reflects the core union attributes of solidarity and unity. e branding firm began the process with in-depth analysis across a variety of SAG-AFTRA stakeholders, ultimately identifying the organization's primary brand attributes: strength, excellence and unity. "We were fortunate to collaborate with the talented team at Siegel+Gale. eir brand strategists and design professionals captured the vibrancy of our membership and the resilience of the union spirit," said Chief Communications & Marketing Officer Pamela Greenwalt. "e new mark is emblematic of our members' creativity, dedication and skill," Greenwalt added. "e simple, contemporary design reflects the unique individualism of each member while celebrating their union solidarity." Working through the lens of simplicity, Siegel+Gale focused on SAG-AFTRA's diverse membership, embodying these attributes in the depiction of the figure. e design is intended to represent the union's protection of all its members, allowing each one to see a reflection of their own work and its impact on their audiences. "e symbol of the figure represents both the union's mandate to lead the way and act on behalf of its members, as well as the immense variety of talent within the union's member base," said Siegel+Gale Group Creative Director, Brand Development, Matthias Mencke. e SAG-AFTRA letterforms have been rendered to align with the gestural quality of the figure. "e reduction of the symbol to a few deliberate strokes creates a rendering all members with different professional backgrounds can identify with," Mencke added. e black-and-white image also evokes the heritage of Screen Actors Guild and the American Federation of Television and Radio Artists through a stylized "S" and "A" featured in the figure's body. A color palette that includes a spectrum ranging from gold to a bright energetic yellow reinforces the legacy through continued use of the prior organizations' common colors. SAGAFTRA.org | Spring 2014 | SAG-AFTRA 35 Branded items like this will soon be available at thesagaftrashop.com