Today, we are looking back at a meaningful (and recent-ish) turning point in AGMA’s history: the 2018 rebrand that introduced the logo and visual identity we still use today.
The conversation began when AGMA leadership noticed how our sibling unions and peer organizations were presenting themselves publicly. Their branding felt current and immediately recognizable.
For decades, our original emblem, lovingly known as “the Lady,” had been a defining part of AGMA’s story. It carried history, tradition, and deep affection from members. But as beloved as it was, there was a growing sense that it was time to think about how AGMA could present itself more clearly and effectively in the current world.
What followed was a careful, collaborative process to modernize our look while staying grounded in our values. The new design aimed to be clean, readable, and adaptable across print and digital spaces, while still capturing the movement, artistry, and energy at the heart of AGMA.
That spirit of evolution remains central to AGMA today. Modernization is not a single moment or a one-time redesign. It is an ongoing effort to meet members where they are and to ensure our union remains accessible, relevant, and responsive. From improving communication tools to prioritizing accessibility and inclusion in how we share information, AGMA continues to grow alongside the industries and artists we serve.
As we celebrate AGMA’s 90th anniversary, our dive into the AGMAzine archive is a reminder that every generation of AGMA has found ways to move forward while honoring what came before. From “the Lady” to the current logo, each chapter reflects who we are as a performing arts union.