Established in 1991, United Talent Agency (UTA) is one of the leading Hollywood talent agencies with more than 120 agents and 350 employees representing actors like Johnny Depp, Harrison Ford, Gwyneth Paltrow, and Jennifer Lopez as well as directors like the Coen brothers, Judd Apatow, and Wes Anderson. Apart from landing movie credits, UTA also helps it clients launch businesses or sign licensing deals. This past Friday, UTA unveiled a new identity, designed by Siegel+Gale.
To unite the employees of UTA’s entire fast-growing organization and differentiate its service offering, Siegel+Gale developed a new brand platform that more accurately reflects the agency’s unique culture. The brand promise—seizing opportunities so talent thrives—captures the agency’s intense entrepreneurial spirit. The new promise better articulates how UTA helps artists reach their full creative potential and grow their careers. The rebranding was introduced to coincide with the firm’s 20th anniversary.
“UTA delivers great opportunities to the world’s top figures in entertainment. This rebrand helps the agency better project its excellent work externally and communicate its stature in the entertainment industry,” said Jason Cieslak, managing director at Siegel+Gale. “The new positioning also reflects UTA’s ability to offer unmatched creativity and strategic services to clients everyday.”
— Press Release
I’m not really sure what the icon in the old logo was, but it looked like something fancy to accompany some antiquated bold serif typography. And, to be honest, I’m not sure what the new logo is supposed to be. I mean, I know what it is: it’s the acronym, in lowercase, rendered using a brush, but I don’t know why it is that way. It may communicate “creativity” or a certain amount of edginess, but it doesn’t push too much in either direction. The letter shapes are also kind of weird, with the the “u” and “a” starting and ending in unnatural ways. I would have much rather seen a contained “uta” monogram inside the square rather than forcing those lines to extend outside. While the logo isn’t particularly well executed or interesting, it did set up the foundation for a rather cool identity that does manage to convey creativity, edginess, and boldness through some very interesting contrasting effects at play.