This thread is so revealing. It reveals just how totally brainwashed by the advertisers the majority are IMO. Honestly, I can't get on board. If I like a certain brand of rye bread, if they change their logo/packaging, I just think it's disingenuous and mind numbingly superficial to stop buying the rye bread I like, because I don't prefer the new branding change. The bread didn't change, just the bag it came in did. Utterly re-diculous is my take on it. I just have to sit back and shake my head reading this thread, and hope that people un-brainwash themselves in their lifetimes and spend energy on things that actually matter. Sabian seems to have lost a percentage of customers over this. I don't get the monumental importance placed on logos.
I'm really enjoying this thread and it's too good to let go!
We can all see Larryace's point when it comes to a cheap product like bread, and for all of us there will be purchases that we don't care about. But how many of us would buy something that performed like a Maserati, for the price of a Maserati, and not care if it looked like a Ford Fiesta?
Buying expensive things is never just about performance. You can tune a $1500 kit and a £3000 kit to sound so similar in a blind test that most couldn't tell them apart (and through a PA you could widen that range by a lot). You can get even get the same Keller shells in kits with a wide disparity of pricing. So what are you buying for that extra £1500? You're buying brand - that intangible something that makes you feel a certain way. (That intangible something turns into very tangible profit.)
Looks really matter to our buying decisions - sometimes more than sound. After all, if they didn't, there either wouldn't be a choice of finishes, or someone wouldn't care if their new Gretsch USA jazz kit was wrapped in this
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or this
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That might sound depressingly shallow but if the logo is bad you're entitled to feel it diminishes the whole thing ESPECIALLY when the logos are this big.
Anyway. My beef isn't that Sabian have rebranded - it might be just the right time to do it - I'm just so sorry they have been taken in by an agency that are so delusional (but happily also comical with it). If you haven't seen it, here's there website:
https://www.stealingshare.com/sabian-creative/
If they weren't so arrogant I wouldn't care as much, but as they are, here's why they have done a bad job:
This new Sabian brand is supposed to be 'for drummers that make up their own damn mind.' Great, the brand is about capturing a mindset - that's branding 101. In Sabian's case that mindset has to be shared across the globe, both inside and outside the company, and across ages and generations buying a very diverse product range (and let's face it, most of these cymbals are so expensive only older drummers are going to be able to afford them). I'm 50, and I'm a drummer in England who can make up my own damn mind. There will be 80 year old drummers in Canada who feel the same way and 20 year old drummers in India who feel the same way. A great brand - an honest brand - will connect us all into a like-minded community that makes all those other differences irrelevant when it comes to Sabian.
However, the creative expression of this strategy is aimed exclusively at some notional 14 year old emo kid who thinks a punk aesthetic represents sticking it to their parents. The brand is not capturing a broad mindset, it is targeted to a narrow demographic. Their design doesn't match their strategy which makes them a bad creative agency.
(And if anyone from the agency is reading this - I do know a visual identity is much more than a logo, but as the logo is so big on the cymbal it's actually more important than most, and this logo's punk aesthetic is really badly executed - not to mention the practical concern that it's a total misfire for digital applications).
You can be sure this agency is full of BS because if Sabian were really going after a youth market who know their own damn minds, they would be looking at the design that these kids are looking at not some generic wrestling logo pastiche. Check out skateboarding, surf and snowboard brands and see how cool, considered and imaginative they can be.
There's also the heritage angle to think about. Sabian have a long history and with that comes something priceless in the brand world, authenticity. Sure, you can't get stuck in the past and every classic brand needs to stay relevant. However, it's interesting that the agency wants to position Sabian clearly in the 'now' rather than the 'timeless'. Most brand are trying to do exactly the opposite as they know that the 'now' soon becomes the 'yesterday'. I guarantee that in the not too distant future Sabian will be desperately trying to remind everyone that they were around long before many of the brands that are coming into the market from China and Turkey.
But maybe there's method in the madness? I've been siting on the fence about ordering a Fierce Ride for ages but now feel I should get on and do it before the logo changes!