NAMM 2019 – Sabian Reveals New Branding and New Attitude

Sabian reveals new branding and new attitude at Winter NAMM 2019 in Anaheim, California. Sabian has always been a great company with great products, and most of all, great people. They have been kind to Sick Drummer Magazine for many years, and for that, we are sincerely grateful. We would like to wish them nothing but continued growth and success, and when they make moves like they just made and announced at NAMM, it looks like they’re already well on their way to maintaining their industry leader status. We love the idea behind the rebrand, and the rebrand itself. Thank you for years of cooperation and looking forward to many more. ~SDM

From the press conference at NAMM 2019: “Sabian… not bound by the principles or the conventions of others. We do things differently because it’s the right way to do it. We appreciate the art of cymbal making and we appreciate drummers. Each hand-hammered cymbal is a living breathing instrument, not just a cymbal. We are Sabian. We are Unbound.”

From “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, do-not-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.

From Andy Zildjian, Sabian President: “Drummers are like no others. We greet each other with a hug, we share, we are emotionally and artistically aware, and we get our whole mind and body involved in our creative expression. At SABIAN, we not only understand that–we live it. Our energy is part of every cymbal we craft, and that’s reflected in our new logo and our commitment to remain Unbound. That energy helps drummers express themselves creatively like nothing else can.”