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Old 01-28-2019, 09:21 PM
vyacheslav vyacheslav is offline
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Default Is Sabian Serious with this new logo?

Wow. After thirty plus years of building an instantly identifiable brand, let's change everything completely.

Marketing Firm: "I've got it: How about some Late 80's hair metal band font, with a touch of a "Tekken" from the Sega Genesis days."

Sabian Management: "Sounds good!"

Marketing Firm: "Here's the mock up I hand drew. Does it look like we're a start up cymbal company that makes budget cymbals designed for the young kids and their rock and roll?"

Sabian Management: "You nailed it. Operation "Mortal Hi-Hat (Kombat) is officially a go!"

Seriously, that looks like the cymbal that should come with a starter kit. I can't decide if Sabian is a cymbal company or a Sushi restaurant. If I saw a drummer playing those cymbals, I would think there was a new budget brand called "Abia", with lightning bolts on either side of the logo.

From what I've heard, the negative backlash just since the start of NAMM last weekend is pretty severe. Interesting to see how Sabian will respond. Oh wait, they already have it on their website:

"WHAT’S WITH THE NEW SABIAN LOGO?
Things are changing around here. We announced a new brand direction at the NAMM show this January. We have a new logo, a new look, and an attitude adjustment.

We’ve zeroed in on why every hammer stroke matters, and why creating new sounds are so important to us. It is because we are a company of drummers that are never satisfied. We are always on the search for the next sound because we know, as a drummer, you are not interested in following the masses - we know that you're focused on your sound, your own unique style, and ultimately, your love of drumming.

As drummers, we see ourselves as different than other musicians: we will accept nothing less than authenticity; we have an emotional connection to our gear, and our playing - let’s face it - at times we can be a bit unhinged. At SABIAN we celebrate this and while other brands are stuck in their tradition and legacy as a company - we are focused on your future as a drummer.

So what does all this mean?
It’s not just a new logo: it’s us tapping into the unbound, ‘don’t-care-what-others-think’ philosophy drummers live by. It means we will never compromise or ask permission, that we will continue to make cymbals that are unique, and we will always be looking for the next sound. It means we treat our cymbals as living metal, allowing them to age and mature. It means we celebrate independence and dissonance. Most of all, it means we know you, the drummer makes the music, and that is why we exist."


Blech! Could that sound any more focus group, "robust customer experience" driven? Allow me to translate through all the "corporate speak":

"We're trying overly hard to be "edgy" and "trendy". However, based on our logo, we want to be trendy in 1990. We have a new attitude. "We don't care what others think". That's means all of you drummers out there, who have been loyal supporters of our products for 30+ years, screw you, we don't care what our customer base thinks. That's more evidence of us being edgy. Caring about your customers is so 1989. This is 1990. We're going to be edgy!!! The sole reason we exist is because of drummers like you. We really want to collaborate with you, but also celebrate our dissonance. Oh wait, I almost forgot, you're the customer. Screw you! Yeah, man, look how edgy we are with our "devil may care" attitude!" We're unbound!!!! That's right, b*tches! We're unbound. Get used to it! We're edgy and unbound!!!!!!" Screw all those other companies, "stuck in their tradition and legacy as a company" Those companies aren't edgy enough. We're totally edgy! I mean, you think we're being edgy, right??" RIGHT?!?!?!?!?!


I would love to think this is just a giant, well played joke, but sadly I don't think it is. How can a company decide it's a good idea to go from a classy, timeless, instantly recognizable logo to one that looks so amateurish and dated. And I thought "Big and Ugly" referred to a series of their cymbals.............................

If you listen closely, you can hear Zildjian laughing. You can also hear Robert Zildjian (Sabian Founder of former CEO) spinning in his grave, muttering. Sabian is making fun of you know who by commenting that they are "stuck in their tradition and legacy as a company". At least they have a (well earned) legacy. What legacy Sabian did have may have been, at the very least, compromised. Criticizing your chief competitor (or any company for that matter) for having a legacy, tradition and reputation among the consumers? That's pretty bush league. How is that a bad thing? Having traditions and a legacy means you've been/you are successful. Again, how is that a bad thing? Just terrible business decisions all the way around here by Sabian.
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Last edited by Tommyp; 01-29-2019 at 05:19 AM.
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  #2  
Old 01-29-2019, 12:01 AM
Mo Tonkie Mo Tonkie is offline
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Default Re: Is Sabian Serious was this new logo?

That does look bad and looks like something a kid would doodle/sketch in class. Doesn't look very professional or esteemed.

Last edited by Mo Tonkie; 01-29-2019 at 12:51 AM.
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Old 01-29-2019, 12:22 AM
zenstat zenstat is offline
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Default Re: Is Sabian Serious was this new logo?

Compare the new Sabian font to the one used in the Canadian made Tosco by Sabian Hip Hop Hats.

The announcement:

'Original Design' Series Debuts Oct 1998

Tosco Cymbals newest line, the 'Original Design' series, features cymbals produced from the highest quality 80/20 pure cast bronze material. President Bill Zildjian said that the company's newly developed method of shaping offers a unique approach to cymbal sound design and manufacturing.

The series includes the following models: Super Splashes - 8", 10" and 12", at $105 to $144 retail; Hip-Hop Hats - 13", $324 per pair; Ultra Hats-14", $360 per pair; Swing Hats, 14", $360 per pair; Impact Crashes - 14", 16", and 18", $180 to $255 per pair; Cowboy Crash - 18", $255; Shimmering Chinas - 16", 18", and 20", $228 to $303; Way Funky China - 18", $255; Gig Ride - 20", $294 retail; Vibe Ride - 20", $294 retail; Country Ride 21", $325 retail; Big Gig Ride - 22", $348; and Accent Band/Orchestral Cymbals - 14", 16", and 18", $360 to $510 per matched pair.
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Last edited by zenstat; 01-29-2019 at 12:27 AM. Reason: what is old is new in the land of marketing
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Old 01-29-2019, 10:14 AM
Lennytoons Lennytoons is offline
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Default Re: Is Sabian Serious with this new logo?

Ask Coca-Cola how New Coke worked out.
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Old 01-29-2019, 10:47 AM
idrum4fun idrum4fun is offline
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Default Re: Is Sabian Serious with this new logo?

Sorry, but I'm not a fan of the "new" look! I get it that companies need to reinvent their image from time to time. Ludwig did this when they changed from their script logo and time honored Keystone badge to the block logo and Blue-Olive badge. Same drums, but I was never a fan of the new look.

Let's see how this plays out. The biggest problem is that once this has been accepted by management and introduced to printing, it's tough to go back to the original design. I guess I won't be acquiring any new Sabian cymbals!

-Mark
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Old 01-29-2019, 03:25 PM
Pedal_Pusher Pedal_Pusher is offline
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Default Re: Is Sabian Serious with this new logo?

I got tired of drum company logos looking like small billboards on my drums and cymbals many years ago and have always got out the can of Goof Off and took off the ink and removed logos from heads and cymbals. I must admit that I resisted the "Beautiful Baby" and some Zildjian Constantinople logos because I loved the Arabic text. I know this affects the resale value to some degree, but I don't care because I almost never sell anything once it has become part of a collection of sounds. To each their own, but it sort of does make you want to be a fly on the wall when this type of decision was presented. When I hear about this type of thing it reminds me of a friend of mine who has a Ludwig synthesizer from the 1970's I believe it was. All of the drum and cymbal companies have done silly things over the years.
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Old 01-29-2019, 05:31 PM
ATeam ATeam is offline
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Default Re: Is Sabian Serious with this new logo?

I'd imagine their sales must be down over the last couple/several years, and a shakeup was needed. But whoa! That's ugly.
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Old 01-29-2019, 10:25 PM
Mo Tonkie Mo Tonkie is offline
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Default Re: Is Sabian Serious with this new logo?

I just heard that Drum Center of Portsmouth is offering to remove the new Sabian logos from sold cymbals if the customer requests it.
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Old 01-30-2019, 10:17 AM
idrum4fun idrum4fun is offline
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Default Re: Is Sabian Serious with this new logo?

Quote:
Originally Posted by Mo Tonkie View Post
I just heard that Drum Center of Portsmouth is offering to remove the new Sabian logos from sold cymbals if the customer requests it.
If this is true, I hope Sabian takes notice. Stop the madness!

-Mark
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Old 01-30-2019, 10:57 PM
equipmentdork equipmentdork is offline
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Default Re: Is Sabian Serious with this new logo?

I am totally baffled by their new, hideous logo and their feeble attempt at being edgy on their website. It's like a 50+ year-old's idea of what "cool" is(I'm 51, mind!), and comes off as hip as the guy in the Progressive commercial who wears the baby blue Members Only jacket and plays air guitar.



Dan
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