SAG-AFTRA, on the other hand, is not nearly as practical. They just spent what must have been a fortune developing a new identity. The result: the above logo. It was released 33 days ago. It already looks dated.
The SAG-AFTRA National Board voted nearly 2-1 to approve the new brand, which means more than a third thought it sucked ass. Every article I read about it points out the logo was designed by “global strategic branding firm” Siegel+Gale, as if that’s supposed to mean something. Isn’t everything pertaining to the earth global? My dog shits globally.
Supposedly, hidden inside the logo is a stylized “S” and “A,” meant to evoke the heritage of SAG and AFTRA. Hmmm. And what’s with the coattails? Does anyone wear them anymore, even in wardrobe? Or is it some horrible heavy-handed metaphor for riding someone’s coattails to make it in showbiz?
It reminded me of the YMCA logo, so I looked up who designed that, and lo and behold, it was global strategic branding firm Siegel+Gale. Way to take two years to slightly tweak an old ID and make it ours. You really beat the Matrix on this one.
Hilary Clinton. Hilary Clinton wears coattails.
Many actors were excited to see what SAG-AFTRA would do with our brand after the merger, and what we got was the lapdance of logos. It’s like paying to watch the trailer of a movie that never comes out. And soon we’ll have access all sorts of newly-branded merchandise. Find them either online, or, in a month, in whatever nation receives the Super Bowl loser’s t-shirts. Go union!
