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.
