Thread regarding Sabre Holdings layoffs

It doesn't matter how much it costs to rebrand all our products because in many cases there simply isn't anyone left to do the rebranding work because they were all laid off.

Not sure Aven used the same agency. Sabre used an agency out of The Netherlands. No clue who Aven used. Could be d-mb luck that the color schemes are similar. Colors tend to get popular.

I personally think it's funny that the logo looks like Alcoa Steel's logo. IYKYK. Just Google it. You cannot unsee it.

@am You clearly have never run a marketing department. This rebranding will have cost millions. Website, agencies, letter headed paper, office signs, the list goes on and on. Sabre is all over every travel publication with front page advertising, daily, since the rebranding. At ITB Berlin conference they had not one but two stands, very big ones - that in itself will have been close to $2m USD... So yes, this rebranding does cost millions.

Former Sabre manager here looking for work. Each time Sabre is named on a resume, in a screening people say things like "who is Sab Ray anyway? Is that a big company? Never heard of them." In light of that, the public, investors etc have totally forgotten about Sabre the brand anyway whether orange, red, rainbow, it is a unknown small company when looking for IT roles.

@am "needed an overhaul"? What are you talking about? The Sabre logo was just fine before. So what if Sabre sold off some departments and renamed some, the company was still called "Sabre" and the logo was recognised since the last major change 25 years ago, since the Sabre Holdings logo era still retained the same colir scheme and font.

The new rebranding is just a ridiculous waste of money, and nobody believes the claim that it wasn't expensive.

@am Yes, it was millions. Do you expect anything less from the CMO who got close to $1M in cash bonus, much of it in Feb, when employees were being laid off. Do you really think they thought about the optics or employees? Just how much they and their buddies from TP can make.

@OP whatever I think about the branding I think that’s quite harsh commentary !!! how do you know it was millions ? I don’t think Sabre would allow them to spend millions given the overall financial situation and when they knew layoffs were coming, it’s more likely (and effective ) that they chose a good partner agency that isn’t one of the ultra premium outfits that overcharge.

And Lord knows the brand urgently needed an overhaul, after the sale of HS and the past fragmentation of AS and TN, then TS, it was too messy. The previous brand management by global comms was totally inept and incompetent (inside the shift !!).

Whatever you think about the new brand (and the Travelport hires) the consistency and application across the business was sorely needed.